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Published on August 3, 2007

The mobile library idea is not new. What's new is that the library is entirely sponsored by the provincial administrative body of Phuket.

Obviously, this is a result of decentralisation, which allows local bodies to collect taxes and consider how to use the money for their residents' benefit.

And now after years of tax collection and awash with cash, these provincial administrative organisations - abbreviated as Aor Bor Jor in Thai - are spending wisely.

Aor Bor Jor have sponsored activities to promote their respective provinces, to make sure that the private sector thrives and the tax base grows. In July, Prachin Buri's Aor Bor Jor hosted a press conference to unveil a shooting-rapids promotion week, organised with boat rental companies.

Coming as a surprise to me were two billboards recently erected along the Bangkok-Chon Buri motorway.

One features a large waterfall.

You can't miss it, for it is a painting of Tee-law-soo, dubbed the largest and most beautiful waterfall in Thailand.

The advertiser is the Tak provincial administrative body, aiming to attract visitors to the province.

The other billboard belongs to the Krabi Aor Bor Jor, which touts its selling point as white sandy beaches.

I expect the erection of more Aor Bor Jor billboards along the motorway, which has become the major route to and from Suvarnabhumi Airport. Obviously, the two provinces are targeting foreign visitors

as their billboards are in English.

Soon we might see Khon Kaen's Aor Bor Jor advertise its famous local product: pork sausages.

Unlike waterfalls and beaches, consumers can go to any department store, buy a pack of the sausages, and think about Khon Kaen.

Advertising beaches might be too late for Trang. So it can opt instead for the photo of the entire body of a crispy grilled pig. (The best in the Kingdom, I agree.)

Soon, things will turn upside down. Before, Bangkok was the centre of everything, including the diversion of money to the provinces. Now at a time when Bangkok is suffering from an economic slow-down, these provinces can come to the

rescue. Come spend here, please.

achara_d@nationgroup.com