Tourism Authority of Thailand motivates domestic travel through 'Hug Thailand' campaign

Developed by Leo Burnett, the 'Hug Thailand' campaign will be running across TV and print channels with an aim of reaching an estimated 40 million people across 76 provinces in the Kingdom. Starcom is the media agency behind the campaign.

The 60-second TV spot showcases the essence of the beauty of Thailand while the narrator encourages people to embrace the country's appealing elements.

On the concept behind the campaign, Keeratie Chaimoungkalo, ECD at Leo Burnett Thailand, said: "The recent unrest has left grievances and pain in the hearts of Thai citizens. The idea is to communicate the message, that whatever has happened, Thailand is always there to ‘comfort' us and it is only us who can ‘comfort' the country."

Chaimoungkalo added: "We used the act of ‘hugging' as a metaphor to encourage the Thai people to cherish and heal the country by resuming their domestic travels. The genuine, relaxed tone and manner of the campaign is intended to put smiles back on people's faces."

Currently, domestic tourism accounts for around 40 per cent of the total tourism revenue in Thailand.

TVC narration: 
Hug the sky
Hug the stream
Hug the mountain
Hug the prairie
Then let the tree hug you

Hug the small boat
Hug the big boat
Hug the mangrove
And be hugged

Hug the giant rock
Hug the radar rock
Hug the FIFA cup... Huh?
Hug the custard apples
Hug the mangosteen
Hug the rambutans
Hug the durian....but beware of its spikes
Hug the monkeys
Then let the monkeys hug you

Hug the hippo
Hug the fish
The let the fish hug you

Hug the haystacks
Hug the scarecrow
Hug the flowers
Hug the butterfly... Ocean Butterfly
Travel down to hug the blue sea
Travel up to hug the mountain mist

Hug Thailand and let Thailand hug you
Tourism Authority of Thailand

Credits:
Project Hug Thailand
Client Tourism Authority of Thailand
Creative agency Leo Burnett/Arc Worldwide Thailand
Executive creative director Keeratie Chaimoungkalo
Art director Pipat Uraporn
Writer Denchai Kheereeluk
Planner Praphalrat Tongsiri
Client servicing Anocha Luksanasut, Samira Thancharoenkit, Peraya Sansaneesoontorn
Media agency Starcom Thailand
Media planner Surakit Danusathienpong
Production house Mucky Muck
Director/photographer Anuphap Phongnametta
Exposure Television, print