Thailand puts its people at the heart of global tourism campaign to lure holidaymakers back

The Tourism Authority of Thailand is attempting to lure holidaymakers back to the country following a period of political upheaval with a campaign that puts Thais at the heart of its message.

The campaign, by Leo Burnett, sticks with the slogan ‘Amazing Thailand’ that the agency created 16 years ago, but introduces the line ‘It Begins with the People’ with a series of videos and print ads that are to run globally.

A one-minute version explains how ‘Thai people see the world differently’.

A second execution, titled ‘The way we live’, explains how the Thai “way of unique happiness” begins with the people.

The third video, called ‘The way we create’, explains how the Thai way of life is all about simplicity.

Leo Burnett reclaimed the business after a pitch involving McCann and JWT earlier this year.

Thailand’s tourism industry contributes to nine per cent of the country’s annual GDP, and the tourism authority raised its visitor forecasts to more than 25 million after a curfew was lifted in June.


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