Tourism Authority of Thailand has unveiled its new global campaign.
The campaign was developed by creative agency Leo Burnett and marks the return of the business to the agency after 12 years, following a competitive pitch with McCann Worldgroup and JWT earlier this year.
Titled “It Begins with the People”, the campaign builds on the existing ‘Amazing Thailand’ core brand, originally created by Leo Burnett back in 1998, to promote Thailand tourism globally. Faced with falling numbers in repeat visitors over the past few years along with strong competition from other regional markets, this campaign is aimed at reminding locals and visitors alike of the uniqueness of the Thai experience.
The campaign will run across worldwide cable channels including CNN, AXN, as well as online (YouTube). More specifically, it features three 60-second TV spots – ‘the way we see the world’, ‘the way we live’, and ‘the way we create’ – each with its own 30-second version. Five versions of print advertisements will also be adapted for different global markets.
Watch the TV spots below:
‘The way we see the world’
‘The way we live’
‘The way we create’