Thailand – The Tourism Authority of Thailand (TAT) has tapped creative agency BBDO Bangkok for its latest ‘Meaningful Relationship’ campaign that places Thailand as the ultimate destination for sustainable tourism.
TAT’s new campaign features a breathtaking narrative film that challenges all preconceived notions of Thailand, shifting the spotlight from brief encounters to profound, enduring bonds with the country.
Titled ‘I Have a Relationship in Thailand’, the film created by Cannes Lions Winner Thay Littichai moves beyond the typical tourist experience and unveils the truth that relationships forged in Thailand are far from brief affairs. Rather, they are profound, enduring, and immensely enriching experiences that set the stage for a captivating tale of a lifetime.
The campaign aims to position the country as a top destination for sustainable tourism, targeting a whopping 947,000 visitors from the UK by the end of 2024. It spotlights the vibrant tapestry of Thailand’s diverse and culturally rich landscape and fosters a deeper understanding and appreciation of what it can offer.
TAT aims to provide tourists with an experience that is more than just visiting a destination but also embarking on a transformative journey of discovery and connection, with Thailand as the perfect partner.
Thasorn Boonyanate, chief creative officer at BBDO Bangkok, shared, “When we pitched this project, we knew we weren’t just competing against other agencies; we were up against other countries in the game of capturing love. If travel is a passionate affair, then Thailand is the long-term partner who offers affectionate warmth from the sun, peace with the serene embrace of the sea, and the strength and support of the mountains. We have unwavering confidence that this campaign will play a pivotal role in seducing tourists to fall head over heels for Thailand.”
Nithee Seeprae, deputy governor for marketing communications at TAT, also said, “Our “Meaningful Relationship” film is an integral part of our latest communication campaign, designed to ignite wanderlust in globetrotters worldwide. We want every traveller to indulge in meaningful connections with every aspect of Thailand, be it the locals, the communities, nature, or unforgettable, one-of-a-kind experiences.”
