Property advertising: Was this necessary?

Property advertising
Reading Time: 2 minutes

Property advertising is everywhere in Bangkok. From glossy ads to flag-waving promoters on the side of the road, if there’s a chance of attracting attention then it will have been done.

Yesterday’s Bangkok Post featured a half-page ad that, essentially, was made to look like editorial but without the ‘advertorial’ or ‘Special Advertising Feature’ that seems to have disappeared from Thailand media’s editorial Style Guide.

This ‘ad’ (pictured above) left me wondering if there was a need to spend likely upwards of THB 150,000 or more, when the story itself – with a good PR angle – should have been covered as news.

The developer in this case – Areeya Property – was promoting its “first luxury condominium’ named Chalermnit Art De Maison in Bangkok’s Sukhumvit 53.

To me as a veteran Thailand property journalist, the story is enough to warrant coverage.

I can only think the developer wanted more coverage than the Bangkok Post was prepared to give, and the inclusion of the ‘for more information …’ tag.

Spending on property advertising is obligatory for new Bangkok developments, but why go for something based around editorial that most people will likely not read, as opposed to the normal ‘big pictures/few words’ type of advertising.

Perhaps they wanted some kind if implied endorsement from the Bangkok Post with their failure to use the paid-for advertising taglines.

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