“New Shades of Thailand” The Tourism Authority of Thailand (TAT)

The Tourism Authority of Thailand (TAT) aims to expand tourism business among Nordic travellers through an online campaign. The marketing tactical action is to boost up awareness of local provinces in Thailand, where the hidden cultures are locations are still available.

Our key challenge is to create a new communication campaign that can attract Nordic travellers to visit Thailand and also at the same time can support Thai local start-ups from travel-technology services, hospitality, wellness & tourism lifestyle, food services, transportation to community-based experiences.

We discovered from our research that Nordic travellers are fond of tranquil and relaxing destinations, with a sense of unrevealed destination. So, the typical beaches and sea scenery might not be 100% magnet to them anymore. They are looking for something beyond that, something they can tell their friends at home that they discover it for the first time! Another key insight is that people from Nordic countries always wish to escape from their typical cold weather. Thailand will serve best toward this reason, they will love our warm weather even in the rainy season!

'Colours of Thailand', is our communication theme. The 4 colours in the film are representing the hidden places and activities in local parts of Thailand. Red represents Thai food favourite flavour, Green represents nature, Blue represents splashing freshness and White represents mind purity. The campaign’s centre piece is a website, where all travel information to Thailand and an exciting online film are included. This campaign site is aimed to create an insightful storytelling of Nordic traveler experiencing all 'Colours of Thailand'. After Nordic audiences visit the site, they will automatically be introduced to a promotional page, to find a tempting offering from TAT’s partners (travel-services start ups), which will definitely lead them to another step closer to visit Thailand!