McCann Worldgroup developed the campaign, which targets “forever young” Baby Boomers. It consists of print, TV, and online advertising and social-media efforts.
The Tourism Authority of Thailand (TAT) is gradually increasing its marketing efforts in the US after losing market share to more easily accessible Caribbean getaways.
The message of the video focuses on the variety of experiences in Thailand available to US travellers. The storyline unfolds as seen through the eyes of a foreign tourist visiting Thailand for the first time. He travels across the country from North to South, experiencing different activities and places.
The video, which has been on YouTube for several months, ends with the slogan “Amazing Thailand, always amazes you”.
Suraphon Svetasreni, governor at the TAT, noted that this video is designed to highlight the country's unique selling propositions, including both the ‘hardware’ like the extensive tourist attractions, and the ‘software’ such as “Thainess” and “hospitality”.
New York-based marketing firm Global Advertising Strategies is tasked with carrying out the TV commercial in key US markets such as Los Angeles, Chicago and New York. The TVC will air during flagship shows on channels including History Channel, National Geographic, the Travel Channel, CNN and ABC.