Mark your calendar—it’s that time of year again, when the country’s most influential gather for an evening of glitz and glam at the Thailand Tatler anniversary ball. Taking place on September 14 at the Grand Hyatt Erawan Hotel, this year’s event is even more special than usual, marking the 25th anniversary of the magazine’s founding. But beyond a dazzling bash held behind closed doors, the Tatler team is doing something different and finding a new way to celebrate a quarter of a century and raise awareness for the brand, namely a four-episode TV show. It airs on Channel 9 every Saturday at 10:40pm-11:30pm beginning on October 29. Nigel Oakins, Blue Mango’s chairman, tells us what to expect from this show and why it will mark a new direction as well as a storied past.
What inspired the creation of a TV show this year?
The idea was to do something we have never done before, something special to commemorate our 25th anniversary. We wanted to do that around the theme of corporate social responsibility (CSR). The two ideas came together and we thought it would be good to do a small TV series. One of our main goals is to bring more awareness of the Thailand Tatler brand to the new generation of media consumers. We expect a huge amount of social media activity coming off of the TV show. We want to widen the brand out beyond where we have traditionally been, which is a premium print product for high society and luxury brands.
What were some of the challenges?
There were several challenges. Firstly, it was hard to finalise the concept. A lot of our initial ideas were great but quite impractical. Secondly, getting the production to fit with our budget was difficult. As we have never done such a thing before, we had no idea how we would go about controlling production cost. It took a long time to get everything done. Due to our inexperience, we kept changing directions. Who are you partners? Our main partners are AP and Mercedes Benz. We’ve got two episodes where the theme revolves around their CSR activities. For the other two, we are working on our own CSR ideas with smaller partners and clients such as Clé de Peau Beauté.
What about the Tatler ball? What theme have you chosen to celebrate your 25th anniversary?
The theme is Silver Carnival— silver because it’s our 25th anniversary and carnival because we want our guests to have fun. We hope guests will join in on the fun and wear silver, complete with festive and elaborate headwear.
How many people are expected to attend?
The ball will take place at the Grand Hyatt Erawan with a capacity of 450 people. Typically, we are always full. We have organised it for over 20 years now and it’s always an eagerly awaited event on the social calendar.
What exciting things await guests this year?
We are working on linking a part of the entertainment that night to one of the TV shows. Without disclosing exactly what we plan to do, the idea is to launch our CSR recognition programme Thailand Tatler Heroes, which is the name of the show. So we hope to have an element of that within the ball, although the timing is a bit difficult as the show won’t be finished by then. However, we hope to instill some of that show excitement into the ball with entertainment to match this year’s carnival theme.