Tourism Authority aims to show ‘diversified Thailand’ in first global campaign by BBDO

Six months after scoring the account from Leo Burnett, BBDO Bangkok has released its first global campaign for the Tourism Authority of Thailand.

Entitled ‘Open to the New Shades’, the new campaign aims to position Thailand a step beyond its worldwide image as a ‘land of smiles’, nice beaches and wild parties.

Instead, the two-minute online film showcases “the diversified and unique Thai local cultural experiences that are yet to be discovered”.

During the ad, three tourists – one Asia, one European and one Australian – go about their own adventures in the country, which range from village festivals, clifftop walking and Muay Thai competitions.

The campaign marks a further step in the TAT’s effort to distance itself away from the country’s image as a hedonistic haven.

In 2015, the authority and agency Leo Burnett were widely criticised for presenting Thailand as a rich boy’s playground in a video which showed people riding elephants while smoking cigars, buying street food from a limousine and practicing their golf swing off the back of a yacht.

Following this, the TAT has taken a somewhat tamer approach in its advertising. Last year’s ‘Discover Amazing Stories’ by Leo Burnett, used the Thai trait of a welcoming smile to promote the kingdom’s homegrown stories. 

Upon moving the account to BBDO last August, the TAT said it hoped to “raise the bar” for Thailand’s tourism industry.

On the new campaign, Suthisak Sucharittanonta, chairman and chief creative officer of BBDO Bangkok, said: “Thailand’s ‘Open to the new shades’ is not just an advertising concept, but also a philosophy that we are proud to announce to the world. To encourage global citizens to embrace the spirit of diversity, discover the unknown, and be open to everything and everyone.

“And those who want to be open can discover millions of shades waiting for them in Thailand. This will give more depth to Thailand’s tourism overall.”

BBDO added that it would continue to build on the ‘Amazing Thailand’ concept, first coined by Leo Burnett in 1998, but would ensure they “captured the next generation world’s travellers”.


Chairman & CCO : Suthisak Sucharittanonta

Deputy CCO : Anuwat Nitipanont

Head of Planning : Prasit Kunanuphanchai

Planning manager : Sakila Banyen

Client Service Director : Tuangyos Charoensiri

Creative Director : Pitha Udomkanjananan

Creative Group Head : Thiti Boonkerd

Art Director : Thanan Srisukh

Film Producer : Yathip Thanitthanaphat

Account Director: Rattapat Boodsri

Account Executive: Thayanee Sudsopa


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