Contestants from Croatia, Taiwan and Australia each have won free week-long holidays in Thailand after participating in an online competition designed to promote the kingdom as a "Creative Tourism" destination.
The campaign, bearing the theme "Discover the Other
You," was organised by the Tourism Authority of Thailand in a global
effort to boost its Internet and social-media profile, especially amongst young
people, and attract more repeat visitors in the off-peak season months.
Although it was a worldwide campaign, key target markets
were Singapore, Japan, Australia,
UK, Germany, Scandinavia, the U.S. and Canada.
The campaign generated 24,008,170 views from 119 countries
across all the various online media within 2 months. The Creative Tourism
activities video was viewed by over 1.2 million visitors, and the Digital
Brochure downloaded by over 3,724 people.
The 3 winners of the "Free 7 Days/6Nights Trip in Thailand"
won round trip air-tickets, accommodation for 6 nights, meals, tour package
with personal guide. The total package prize is valued USD 8,000, plus cash
prize of USD 2,000, for a total value of USD10,000. Each winner is entitled to
bring along one accompanying person.
Suraphol Svetasreni |
He said the TAT launched the "Discover the Other
You" campaign in order to brand Thailand
as "the first Creative Tourism destination in Asia".
The Governor added: "The concept of tourism marketing
in the Marketing 3.0 era must have three-dimensional elements which are useful
to society, save the environment and achieve sustainable profit for all
relevant sectors irrespective of tourists, tour agencies and entrepreneurs.
"Creative Tourism fits the Marketing 3.0 concept very
well and Thailand
has various distinguished art and cultural heritages as unique places in the
world that are ready to add value to tourism resources in the form of Creative
Tourism.
"If entrepreneurs want to capture Creative Tourist
market groups, they will have to create added value for their products by
presenting an "Experience" to the tourists that make their products
unique and different. This becomes a sustainable selling point because the
experience cannot be easily imitated," Mr. Suraphon said.
The campaign was heavily promoted across social media, both
in English and Japanese. The content was designed to narrate stories of Thai
lifestyle and Thainess experiences in order to inspire viewers "to
discover the other you" and "have new perspective on life".
Viewers were invited to participate in the online game by
first watching a video series on specific creative tourism themes -- Adventure,
Culture and Local Wisdom & Spirituality.
They could then join the game and answer specific questions
on the theme that most inspired them.
The response also generated some valuable market-research
data. For example:
1. The top 5 countries that joined the online
activities were Australia, England, USA,
India and Singapore.
2. The top 3 Creative Tourism activities that potential tourists want to experience are Thai massage, Thai cooking and Thai boxing.
3. Expatriate groups or foreigners who work in Asia are most interested in bringing their families to learn about rice farming in Thailand because they want their kids to experience nature and local culture.
4. The top 3 countries that saw a large participation by young people were USA, England and Australia.
5. Young people believe that acquiring new skills and experiences via travel can be listed on their resumes and thus help them get better jobs.
2. The top 3 Creative Tourism activities that potential tourists want to experience are Thai massage, Thai cooking and Thai boxing.
3. Expatriate groups or foreigners who work in Asia are most interested in bringing their families to learn about rice farming in Thailand because they want their kids to experience nature and local culture.
4. The top 3 countries that saw a large participation by young people were USA, England and Australia.
5. Young people believe that acquiring new skills and experiences via travel can be listed on their resumes and thus help them get better jobs.
Mr. Pandit Chanapai, |
"Our direct marketing promotion targeted at our card
holders will certainly encourage potential visitors to plan a Creative Tourism
journey to Thailand,"
Mr. Pandit said.
More information on the Discover the Other You campaign is
available here: www.discovertheotheryou.com
For additional information, please contact Khun
Jantornthanee Pisittiporn, Tel. 086-886-4816, Email: jantornthanee@gmail.com
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