BANGKOK: Local agency Creative Juice has snatched the Tourism
Authority of Thailand's (TAT) 30 million baht (USdollars 670,000)
domestic account from incumbent Leo Burnett following an April
pitch.
The more lucrative international portion of the account remains with
Burnett.
Creative Juice's win comes at a time when the government under new
premier Thakshin Shinawatra is looking to prop up the slowing economy
through domestic tourism. The agency's managing director, Rathrong
Srilert, said it used a key insight in the pitch - that people felt they
didn't have time to travel.
"We realised this was just an excuse," said Wisanu Charnsupharindr,
Creative Juice's client service director. "We figured out that,
including holidays and weekends, the average Thai actually has more than
100 days off a year. So we focused on illuminating that figure and the
idea that by better use of time they can explore new places."
The message for better scheduling will be augmented by another
encouraging Thais to spend their money at home.
The TAT is planning to spur immediate action by offering coupons and
other promotions for provincial businesses such as hotels and
restaurants.
The domestic campaign will break in June and run until September on
television, radio and in print.
