Digital Transformation

Tuborg campaign encourages Laotians to be more adventurous


By Taruka Srivastav | Reporter

October 3, 2019 | 3 min read

Carlsberg lager brand Tuborg has unveiled a campaign urging Laotians to be more adventurous and take on new experiences.

The campaign, named ‘Open to More’, will invite residents of Laos (above 18 years of age) to create videos of themselves engaging in adventurous activities. Examples include things like eating exotic foods, learning new skills, taking a selfie with random strangers or dancing in the street. Each video is expected to feature both the participant and a bottle of Tuborg beer.

Tuborg encourages Laotians to be open to more and be adventurous

Tuborg encourages Laotians to be open to more and be adventurous

The winner will get an all-expense paid trip to China (Asia), Los Angeles in the United States (Americas), Kenya (Africa), Denmark (Europe) and Australia (Oceania), and participate in off the beaten track activities

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Lao influencers Nok Phonethamaly Chitpanya, Bob Freeman, Olay Phothimard and Maylaong Xisanon will also be taking the challenges.

The campaign is part of Tuborg's Open campaign as this year, it’s looking to be more ‘local’ in APAC, where growth is in the double digits.

Henrik Andersen, managing director of the Lao Brewery Company said: “Tourism is an important economic sector in Laos, bringing in revenue and creating jobs, as well as contributing to poverty alleviation and the improvement of services and infrastructure. Lao Brewery Company Ltd. takes great pride in our national identity and we hope that through Tuborg’s Open To More Experience campaign, we can contribute to promoting tourism in Laos by encouraging the development of crowdsourced content on discovering the Lao people’s spirit of adventure and the amazing country through the eyes of the people.

"We would also like to facilitate cultural exchange when we take the winners on a trip of a lifetime to broaden their horizons and meet people across the globe. When the winners return, they can further enrich lives by sharing their adventures with their fellow Laotians, so they too can gain a new window to the world while looking forward to experiences of their own."

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