New `Chic` campaign to increase tourists arrivals in Thailand

Asia-Pacific

The Tourism Authority of Thailand is promoting the growth of all things hip, intimate and boutique as part of its new marketing campaign to attract visitors to the country – ‘CHIC By Thailand’. The focus on…

The Tourism Authority of Thailand is promoting the growth of all things hip, intimate and boutique as part of its new marketing campaign to attract visitors to the country – ‘CHIC By Thailand’. The focus on ‘chic’ comes because of the ever-growing mix of new and lavish hotels, eateries, bars and attractions throughout the country. From opulent hideaways in the south of the country, unashamedly five-star properties in the far cultural north, to deliciously decadent dining hangouts and must-see bars in the buzzing capital, Bangkok.

Commenting on the ‘CHIC by Thailand’, Khun Tanes Petsuwan, Director, Tourism Authority of Thailand London said, “Thailand lends itself to the concept of ‘chic’ because of the recent explosion of many new boutique-style properties in the country. There is also a growing trend of new islands and resorts which focus on style and attention-to-detail. One important message we want to get across is that ‘chic and boutique’ is not necessarily synonymous with ‘expensive’: Thailand has an abundance of hotels, guest houses, bars and restaurants which are both inexpensive yet effortlessly fashionable.”

One of the initiatives of the new ‘CHIC by Thailand’ campaign includes a new dedicated brochure for the discerning traveler, presenting a collection of the highlights including the most stylish hotels, restaurants and bars the country can offer. This has been produced in conjunction with tour operator partners and includes a range of special offers on holidays to Thailand. The campaign will also include an integrated advertising, PR and on-line campaign to communicate the message.

What tour operators and airline partners say…

David Kevan, Head of Product at Tropical Locations comments, “There are few destinations, if any, that lend themselves so perfectly to the boutique concept as Thailand. The whole lifestyle of the country evokes individuality. For example, grand opulence combined with ornate finish or clean, simple lines. Traditional influences blend seamlessly with the contemporary; there is a desire to think beyond the obvious, to experiment, and to believe flexibility is a treasured virtue. It is these contrasts that make Thailand so appealing.”

Judy Feller, PR and Customer Relations Executive for Thai Airways says, “Thailand has always been innovative – hotels were minimal while the rest of the world was still installing chintz, cuisine has always been delicious, well balanced fresh and healthy, not a lobster thermidor in sight. Hotel bedrooms with every facility and endless entertainment, bathrooms with fluffy robes and spa products and sometimes even a spa ! For the business person, business centres, for the leisure traveller, long sandy beaches and warm seas, for all a warm welcome. Chic is definitely a Thailand invention.”

Nick Page, Contract manager of Gold Medal Travel comments, “Chic doesn’t always mean boutique. As a major tour operator to Thailand, we tend to deal with the larger properties rather than ones with a fewer amount of bedrooms, however, we have noticed a substantial increase in the amount of up-and-coming hotels which put a significant emphasis on style, trend-setting and overall chicness, such as the Sarojin, Khao Lak, Mandarin Oriental Dhara Dhevi, Chiang Mai, Ana Tara Hua Hin and the Bo Phut Resort in Koh Samui.”

Simon Rickman, Sales & Marketing Manager – passenger section, EVA Airways, commented “Eva Airways is very much looking forward to flying into Suvarnamhumi, the new Bangkok airport. EVA Airways operates a six times a week, non-stop service to Bangkok and many of our passengers use the Thai capital as a gateway to multiple destinations throughout the Asia-Pacific region. Thailand’s inherent chic appeal will certainly be mirrored in its airport and this will fit with EVA Airways’ passengers, who choose to fly with us because of the style and comfort we offer.”

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