Following the success of the first CHIC by Thailand concept the Tourism Authority of Thailand London (TAT) introduced the second chapter of CHIC, with a particular focus on eco-CHIC. September 2006 marked the beginning of a…
Following the success of the first CHIC by Thailand concept the Tourism Authority of Thailand London (TAT) introduced the second chapter of CHIC, with a particular focus on eco-CHIC. September 2006 marked the beginning of a new and bold marketing campaign for the tourist board highlighting all that is new and cosmopolitan in Thailand.
Strong emphasis was placed on the important fact that Thailand is affordable CHIC and remains a popular all year round tourist destination with high quality, value-for-money, products and services. The response to the CHIC by Thailand campaign exceeded TAT’s expectations and the tourist board are thrilled to see that the CHIC message has been extremely well received by industry and consumers alike. News travels fast and the CHIC by Thailand message soon went global with Thai publisher Red Mango launching a quarterly brochure CHIC Travel Thailand. TAT’s Head Office in Bangkok also turned CHIC and produced Thailand CHIC Vanity.
TAT has also noticed strong growth in the number of new luxury tour operators, counting at least 15 to date, the majority of which have shown great interest in the CHIC by Thailand campaign, embraced it and even created their own dedicated CHIC by Thailand brochures to compliment TAT’s campaign thus strengthening the message and increasing the number, and quality, of visitors to Thailand.
Tessa Williams, Product Manager at Turquoise Holidays commented “The first CHIC by Thailand brochure was very well received within the industry and it was an effective tool for raising the profile of Thailand as a CHIC lifestyle destination. As a company who specialise in CHIC, discerning products and since the launch of our dedicated Asia brochure, we have seen a strong demand from consumers seeking this kind of experience in Thailand – our clients are looking for anything from the latest restaurants and hotspots in Bangkok to a CHIC retreat on one of Thailand`s beaches. Thailand`s innate sense of style and excellent levels of service are particularly well suited to this market and I believe that demand for CHIC by Thailand will only continue to grow and more so thanks to the fantastic new style of CHIC by Thailand – the second chapter.”
TAT is confident the level of support from trade partners will continue to grow, already in progress are several joint CHIC marketing campaigns for the year ahead incorporating dedicated CHIC consumer brochures, online and mass media communications.
The focus on CHIC continues as a result of the ever-increasing growth of new and lavish hotels, eateries, bars and attractions throughout Thailand. Commenting on the second phase of CHIC by Thailand, Khun Tanes Petsuwan, Director of Tourism Authority of Thailand London said, “Thailand continues to lend itself to the concept of CHIC as a result of further steady development of many new boutique-style properties in the country. The numbers of visitors to the newer islands and resorts have boomed thanks to the support of our trade partners, we estimate 882,514 visitors from UK and Ireland for 2007. A particularly important message we want to communicate in this second chapter is, as well as affordable chic, is that ‘eco and chic’ are also synonymous with one another.”
The second chapter of CHIC by Thailand once again treats readers to the latest hot happenings in Bangkok and teases with the achingly beautiful islands and beaches of the south but also introduces two new areas of CHIC, easy East and rural North, all of which is brought to you in a not so glossy (as printed on recycled paper!) brochure for your enjoyment. The second chapter of CHIC by Thailand captures the very best of CHIC travel experiences and is broken down into four main areas:
- Urban CHIC
- Beach CHIC
- Easy CHIC
- Rural CHIC
“CHIC by Thailand is TAT’s first media platform to showcase Thailand’s green credentials. 2007/08 is all about eco-CHIC and Thailand is the perfect setting for an adventure packed, environmentally friendly holiday, from eco activities like hiking and cycling to elephant adoption and volontourism…” said Tanes Petsuwan Director of Tourism Authority of London.
He also stated “…the mix of CHIC and eco-tourism uncovers the continued expansion of CHIC, not just in the mainstream, but also in undiscovered pockets of Thailand whilst delivering the important message of caring for our planet and taking note of key environmental issues. Look out for Royal CHIC and the King’s environmental and community based Royal Discovery Initiative programmes”.
Eco-CHIC will also have a strong presence in many campaigns, already in place for 2007 are brochures made from recycled paper, eco-CHIC pens (made from 100% recycled games consoles) and TAT’s stand at WTM 2007 will be made completely from recycled materials! Look out for this year’s must have too – TAT’s very own recycled designer ‘I’m eco CHIC’ bag.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
