Racheal Lee
Nov 13, 2013

Tourism Authority of Thailand launches first-ever TV commercial in US

BANGKOK - Hoping to entice travelers who would otherwise visit closer destinations, the Tourism Authority of Thailand has unveiled an integrated campaign in the United States, including its first-ever TV commercial in the country.

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.

Credits
Chief executive Monica A. White  
Chief creative officer Martin Lee
Executive creative director Santi Suwanvalaikorn    
Creative director Aree Au-Arunchai          
Art director Kavin  Sitsayanaren      
Copywriter Krisorn  Srisai              
Producer Siriwan  Bamrungphol   
Managing director Kittiwan Anuwatesakul  
Account director Oranit Bunyaprasit        
Account executive Aranya Wattana                        
Production house The Film Factory
Director Pongpaiboon Siddhigu 
Source:
Campaign Asia

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