Sky High celebrates 10th anniversary of its top radio program, 93 COOL Fahrenheit with a milestone in social marketing under a concept of "Being THAI is COOL"

BackMar 24, 2010

Sky High confidently boosts up its radio business with a high expectation to hit this year's target of Bt340 million. Ranking as the most popular radio program, 93 COOL Fahrenheit constantly acquires the top of an easy listening program for years. To mark its 10th anniversary milestone, the leading radio program will tune on its attitude of social marketing with the concept, "Being THAI is COOL".

Siam Paragon - Mr. Komsan Chetchotsak, Chief Commercial Officer of RS Public Co.,Ltd or RS and Vice President of Sky High Network Co., Ltd said that Sky High Network's last year overall business got a pleasurable success in term of both billings and audience popularity. According to last year's achievement, Sky High Network aims to hit this year's billing at Bt340 million which the 70 % of total revenue or about Bt230 million will come from the company's flagship radio program, COOL 93 Fahrenheit.

He said that Sky High Network and COOL 93 Fahrenheit have consecutively won sponsors' confidence with its leading position among an easy listening category as well as the creativity and activities that always initiated to encourage long term sponsors supporting.

"Our activities always brought satisfaction and well awareness to our sponsors. That's why they keep on supporting our program. Like one of sponsors, the Lactasoy brand was satisfied with last year's concert- Lactasoy music alive. So they signed up to sponsor our program for the last whole year and also continue the contract to this second year which we will create a great activity together soon," says Komsan.

Mr. Sutee Chantratanakul, Program Director, COOL 93 Fahrenheit said that according to last year's successful, COOL 93 Fahrenheit will keep on organizing marketing activity by focusing on current social movement in unity problem as well as the flooding of foreign cultures.

"With today's fast speed life and the overflow of foreign cultures, our beautiful Thai culture might be ignored. As a responsible press and a radio program that runs 100% Thai music, COOL 93 Fahrenheit wants to pay more important on this issue. In the occasion of 10th anniversary celebration, we have set this year's marketing plan under the theme "Being THAI is COOL" with an intention to be a part of society to encourage the pride of being Thai," says Sutee.

Being THAI is COOL is a marketing campaign encouraging audiences to be pride of our beautiful and unique culture. Comprising three pieces of TVC, the 15-second advertisement features Thai reputations including wai, smile and generosity. Created by Ogilvy & Mather Advertising, three TV commercial advertisements convey the message of "How cool of Thai culture among foreigners?"

Presenting through an event reality mission performed by Mr. THAI, a representative from Thailand to present Thai culture in overseas, audiences are invited to follow his mission through video clip online on how he gracefully show up Thai unique culture to survive in various situations. The advertisement aims to raise awareness on our charming and graceful culture.

Additionally, the half of first year's activity is also held to support the theme of Being THAI is COOL by holding COOL Outing Special 3: China, Korea, Japan - a cultural trip to promote Songkran festival and Thailand tourism in China, Korea and Japan. Activity also includes Royal Rally "Our Beloved King & Queen" to celebrate 60th anniversary to the throne and Their Majesties wedding anniversary. The rally starts at Bangkok to Hua Hin. All proceeds from 60 cars will go to Chaipattana Foundation.

To affirm the 10 years of successful and Being THAI is COOL theme, the company also joins hand with top 10 Thai brands to create 10 designs of T-shirt which will be free given away to support this year's activity. Among 10 Thai brands include Greyhound, Playhound, Sunshine by Headquarter, Chai by Headquarter, Realistic by Headquarter, Munchu's, Boudior by Disaya, Theatre, Kloset and Issue.

"With the concept of Entertainment Connected that modernizes the working system of Sky High Network after having re-branding as well as marketing plans and quality works, we believe to create trust among old and new coming sponsors. Plus the good sign of economic situation, we are confident that COOL 93 Fahrenheit will hit this year's target for sure," says Komsam.