Thailand has unveiled a half a million pound marketing campaign to restore confidence in the country by focusing on its cultural selling points.
Discover Thainess 2015 was launched at World Travel Market by newly-appointed minister of tourism & sport Kobkarn Wattanavrangkul with a specially-designed London bus, new logo, video and promotional material detailing Thailand’s annual festivals.
Joanna Cooke, consumer marketing and PR manager for the Tourism Authority of Thailand, said: “Amazing Thailand still exists and that is still our overriding global campaign, but Discover Thainess is a sub-campaign running throughout 2015 to help differentiate Thailand.
“It’s a competitive market. Lots of places have amazing beaches and temples, but this is picking out what makes Thailand Thailand.
“It’s the hospitality, the Thai people, and those cultural aspects specific to Thailand like Muay Thai boxing, Thai food, crafts, culture, community stays and eco-tourism.
“These are good USPs for the trade to use in packages, so it’s encouraging them to start getting people involved in more than just beach holidays, to have a more authentic and engaging experience of Thailand.”
The campaign will promote travel to 10 major tourist attractions, including hotspots Bangkok, Chiang Mai, Phuket and Krabi; as well as highlighting 12 lesser-known ‘must-visit cities’ and using images of traditional longtail boats, fishing and agriculture, wildlife and local crafts. There will be a variety of trade and consumer activity plus joint promotions with 11 tour operators to Thailand.