Longing is precious King Power says on its 25th anniversary

Y&R Thailand launched a new ‘Traveller’ campaign on the occasion of 25th anniversary of its new client, King Power, the  sole operator of over 76 duty free outlets across Thailand.

The mass campaign, spanning TV, outdoor and print, embodies the tagline ‘Longing is Precious – 25 years King Power. We are travellers too.' It includes a heart-warming TVC - ‘Robot’- in which a young boy excitedly anticipates a toy robot that his father is bringing back from a business trip. The ad concludes with the realization that longing is precious.

On YouTube, its primary version in Thai has already exceeded a million views and the English subtitled-version has garnered thousands of views.

Commenting on the campaign, Y&R Thailand’s planning head Oliver Kittipong Veerataecha said: “This year King Power celebrates 25 years in the business with a revised emphasis on the company’s purpose – ‘the duty free that understands travellers’. The objective for this campaign is to bridge the relevancy gap and create brand affinity; to be a worldly, truly understanding brand.”