Kitsana Kaewtumrong, chief of TAT’s international advertising section, confirmed that the search was underway for new agency partners, to begin work in 2008. The account, described by sources as “a complete mess” is split between agencies for international and domestic campaigns.
The international part of the account, formerly with Dentsu, is up for pitch, although sources say the domestic portion, handled by Creative Juice/G1, will follow as part of a single ‘mega brief’.
Creative and media are expected to be pitched together, with below-the-line reviewed separately.
The review was triggered by a regime change at the state tourism body, following the military coup and removal of prime minister Thaksin Shinawatra in September last year. Recent campaigns have failed to emulate the success of the ‘Amazing Thailand’ push, which drove tourist levels over the 10 million mark in the late ‘90s. ‘Thailand Unforgettable’ launched mid 2006, was scrapped after a few months and replaced with previous ‘Amazing Thailand’ work.
The brief is expected to ask agencies to reposition the kingdom upmarket and challenge the perception that it is the preferred destination for backpackers and sex tourists, which the ‘Unseen Thailand’ campaign attempted by promoting the country’s lesser-known holiday spots.
Despite terrorism fears and worry over bird flu among tourists, TAT aims to attract 14.8 million visitors to Thailand this year, an eight per cent rise over 2006.
