BANGKOK - A global marketing campaign launched by the Tourism Authority of Thailand to promote Volunteer tourism was one of the winners of the first Digital Innovation Asia Awards conferred at a ceremony on June 10.
Conferred the “MOST IMPACTFUL CAMPAIGN” award, it was designed to tap into a growing industry trend known as Voluntourism — travellers seeking “A Purposeful Vacation” that goes well beyond more than just having fun during a holiday abroad.
Said TAT Governor Suraphon Svetasreni, “This was our first such campaign targetting a very specific niche-market that comprises mainly of young people but also a growing number of retirees. It was perfectly-suited for a totally digital platform. We are glad to see that our efforts have been recognised.”
Called “The Little Big Project”, the campaign offered travellers an opportunity to have a life-changing adventure: A Two-weeks Volunteer Vacation in Thailand. It was targetted at thousands of active travellers worldwide who are looking to make a big difference by doing little things such as preserving the environment, sharing their skills or contributing to local communities.
Although very popular with youth travellers, “voluntourism” is also gaining traction amongst many retirees who are still fit and active, with time on their hands. They want to make the world a better place, and seek to do something meaningful when they travel.
Designed to recognise the most forward thinking yet performance-oriented digital innovations in the Pacific Asia travel and tourism industry, Digital Innovation Asia Awards are overseen by members of the new Digital Innovation Asia Council, an invite-only forum of the most senior e-commerce executives and digital marketing thought-leaders from hotels, airlines, and tourist boards from all corners of the Asia Pacific region.