Situation
We have been representing the Tourism Authority of Thailand since 2013 till date. Prior to our appointment, the destination was already present in the India market for close to a decade. Therefore, the ask was to raise awareness of Thailand as a tourism destination, showcasing its unique selling points and attractions to a wider audience in India.
Challenge
While the India outbound market was growing, the country did not witness any upswing in spends despite the numbers. Also, it was imperative for Indians to consider other destinations in Thailand beyond Bangkok and Pattaya.
Strategy
Focused on an integrated campaign approach, by utilizing a wide set of communication tools, leveraging both traditional and social media as well as robust trade outreach. This helped ensure we were best able to disseminate the right messaging and showcase the country’s diverse tourism offering amongst a wide consumer and travel trade demographic as possible. We also ensured targeted focus on positioning Thailand as an ideal backdrop for weddings in South East Asia.
Action
Our core activities included producing eye-catching creative campaigns. A TVC was filmed with a brand ambassador that broadcasted on TV and Digital media. Several roadshows were conducted across markets in India showcasing diversity in product offering catering to leisure & MICE, not excluding the hinterlands of the country, thus reaching a broader audience base. Organized media and consumer events based on culinary & arts culture of Thailand and also hosted Indian celebrity chefs in Thailand. Theme-based fam trips showcasing locales such as Koh Tau, Chiang Mai, Rayong and more. Bollywood celebrity hosting to showcase luxurious highpoints of the destination. We have grown steadily, both in number of arrivals and consumer spend, crossing 1.96 Million arrivals in 2019.
Outcome
The 1 Million tourists’ mark was an achievement for both Thailand and India but the introduction of newer regions and the leap to an almost 2 Million mark can be accredited to our efforts alongside Tourism Authority of Thailand. From a budget travel destination to a high-end luxury travel destination, Thailand has witnessed a new segment develop over the years of our appointment due to a strong vision and partnership of the two entities. We have exposed consumers to different and offbeat offerings of the destination basis their requirement, budget or taste.
