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BBDO Bangkok wins Tourism Authority of Thailand creative account

BBDO Bangkok has been named agency of record for the Tourism Authority of Thailand following a competitive pitch.

The agency will be responsible for rolling out a new international tourism campaign dubbed ‘Open to the New Shades of Thailand’ from now until 2018.

The campaign will aim to “raise the bar” for Thailand as the preferred destination for foreign travellers, the agency said in a statement

TAT most recently worked with Leo Burnett Bangkok, which won the account from J. Walter Thompson in 2014. Prior to then, JWT had worked with TAT for 12 years.

Since 2014, TAT has rolled out a number of campaigns building on the ‘Amazing Thailand’ concept, which was originally created by Leo Burnett in 1998.

Among these campaigns was ‘The Way We Live’, which was aimed at reminding visitors of Thailand’s attractions beyond temples, beaches and parties.

Last year, the authority launched a number of ‘Discover Amazing Stories’ videos, with one of the latest looking at the Thai trait of a welcoming smile. 

Under BBDO’s creative leadership, TAT said it was looking to “deepen the unique, local Thai experience”.

TAT governor Yuthasak Supaporn said: “Over the next year, we plan to take Thailand closer to international audiences. With the new approach, Thailand will be showcased as a country that has a myriad of experiences to offer travellers.

“The new concept will not only highlight the big picture of Thai tourism but also the grassroots tourism, which will enhance the country’s image as a land of great diversity worth discovering.”

The agency will also be tasked with continuing the ‘Amazing Thailand’ concept through an integrated strategy focused on online and social media.

Thailand is said to attract 35 million foreign tourists – equivalent to half the country’s population – this year, according to a report in Bloomberg. The report added that Chinese tourists contributed 28 per cent of the foreign tourism receipts in 2016, despite a government clampdown on some operators of large Chinese tour groups.

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