Retailers in Thailand lock fixture and demo slots months ahead of peak seasons. Brands that wait until creative is finished often find the best gondola ends already reserved. Start with the retailer’s published event calendar, then work backward: material print lead times, promoter training, and HQ approval. For Songkran and year-end, treat booking as a parallel workstream to campaign concepting — not a final step. Regional stores outside Bangkok may have different cut-offs; confirm with each chain’s trade desk rather than assuming a single national window.

All insights · Discuss your activation calendar