Background
A few years ago, Thailand was mostly frequented by a large number of group travellers as compared to independent travellers, especially women. With a negligible proportion of Thailand’s market mix being women travellers, the tourism board aimed to scale up this segment through a proactive marketing strategy.
Objective
Create interest and demand for women travellers to experience niche products in Thailand, through the lens of Brand Ambassador, Anusha Dandekar.
Action
Thailand Tourism was keen on capturing the growing segment of women travellers from India. The idea was to influence the women population, generally seen as decision makers while choosing a holiday. In 2016, through a chic and spirited ad, we showcased Thailand as a luxurious, uber cool and safe destination for women, where one could experience activities ranging from lavish spas, wellness retreats, adventure, gourmet cuisine trails and shopping. The TVC titled #thegreatgirlygetaway was created in a series of versions to suit various media platforms – a 5minute, a 2 minute and a 30 second video. The TVC was showcased across Television, Movie Theaters and Digital platforms, including social media and Radio. Read More
Outcome
The overall campaign was a huge success, with an increase of 36% growth rate compared to previous years. The campaign on social media garnered over 2 million reach, giving a great boost to the overall campaign.
