According to reports, Thailand’s Tourism and Sports Ministry, has said that it is currently seeking cabinet approval for this campaign, which aspires to woo disgruntled tourists back to Thailand.
According to reports, the campaign is tentatively titled “Apologies Thailand”.
Mark Ingrouille, Southeast Asia area director of McCann Worldgroup confirmed that a campaign is being planned but declined to confirm the exact title.
“The thrust of our work will be about rebuilding credentials and regaining trust. It will be phased and multi-faceted. First we need to get out the ‘back to normal’ message, then rebuild Thailand’s credentials very quickly,” said Ingrouille. “However, there is a lot of goodwill in the market and the fact that this was a relatively low violence occurrence gives us the opportunity to rebuild quickly. We will be using advertising, PR and events in a Worldgroup approach.”
A representative TAT’s marketing communications division has said that the government body would call a meeting with private tourism organisations next week to work out a marketing campaign to restore confidence among tourists.
Ingrouille said, “We have a fantastic product, Thailand, which has been unfairly tarnished by the actions of a few unruly individuals. The product itself is undiminished. We, as McCann Worldgroup, have a responsibility to help get this back on track again.”
Thai Airways has also started work on damage control strategies. Tony Prehn, head of Lowe Thailand, said that the agency is making plans to rebuild traffic to Thailand.
Meanwhile TAT’s handling of the current crisis has drawn a mixed reponse from experts in the industry.
Edward F Dixon, Southeast Asia managing director of Porter Novelli said, “ It was a governmental crisis and it would have been a mistake for TAT to be talking while there was a national crisis going on. TAT was focused on helping the tourists and fixing problems which is the right thing to do.”
A PR practitioner who didn’t want to named said,“ TAT, which is famously political, should have started to act earlier with the development of a database of every single tourist and businessperson stranded. They should have done this the moment they started helping people. Every last one of those people should be on the "come back, forgive us" invitation list.”
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According to reports, the campaign is tentatively titled “Apologies Thailand”.
Mark Ingrouille, Southeast Asia area director of McCann Worldgroup confirmed that a campaign is being planned but declined to confirm the exact title.
“The thrust of our work will be about rebuilding credentials and regaining trust. It will be phased and multi-faceted. First we need to get out the ‘back to normal’ message, then rebuild Thailand’s credentials very quickly,” said Ingrouille. “However, there is a lot of goodwill in the market and the fact that this was a relatively low violence occurrence gives us the opportunity to rebuild quickly. We will be using advertising, PR and events in a Worldgroup approach.”
A representative TAT’s marketing communications division has said that the government body would call a meeting with private tourism organisations next week to work out a marketing campaign to restore confidence among tourists.
Ingrouille said, “We have a fantastic product, Thailand, which has been unfairly tarnished by the actions of a few unruly individuals. The product itself is undiminished. We, as McCann Worldgroup, have a responsibility to help get this back on track again.”
Thai Airways has also started work on damage control strategies. Tony Prehn, head of Lowe Thailand, said that the agency is making plans to rebuild traffic to Thailand.
Meanwhile TAT’s handling of the current crisis has drawn a mixed reponse from experts in the industry.
Edward F Dixon, Southeast Asia managing director of Porter Novelli said, “ It was a governmental crisis and it would have been a mistake for TAT to be talking while there was a national crisis going on. TAT was focused on helping the tourists and fixing problems which is the right thing to do.”
A PR practitioner who didn’t want to named said,“ TAT, which is famously political, should have started to act earlier with the development of a database of every single tourist and businessperson stranded. They should have done this the moment they started helping people. Every last one of those people should be on the "come back, forgive us" invitation list.”
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