TAT deals with leaner marketing budget
The Tourism Authority of Thailand (TAT) plans to revise its marketing plans both domestically and abroad to utilise a small budget more efficiently.
The agency will be more selective in choosing TV channels for its marketing campaigns in international markets, said Prakit Piriyakiet, the deputy governor for marketing communications.
With its smaller budget of 320 million baht, the TAT will focus on TV commercials during popular sports programmes, he said.
Last year the agency ran ads in several media without a clear direction, he added.
Global marketing campaigns will be focused on major tennis tournaments including the French Open and Wimbledon, as well as two Formula One racing broadcasts and selected golf tournaments.
Several million people watch world-class sporting events, especially tennis, and the TAT will stick to its marketing concept "Amazing Thailand, Always Amazes You" to attract visitors.
The TAT bought commercial time on 30 to 40 programmes in the past with mixed results, so it will review its expenses, he said.
As well, new commercials will be introduced every two years instead of every year to save costs.
Another focus will be nature lovers and outdoor tourists, who can be reached effectively on the Discovery and National Geographic channels, while general news channels such as CNN and BBC will see less spending.
On the domestic front, the new campaign called "Tiew Hua Jai Mai, Muang Thai Yang Yuen" will encourage more responsibility among travellers and promote sustainable tourism, replacing the old "Kod Muang Thai Hi Hai Nao", or "Hug Thailand" campaign that was created following the political riots last year.
The TAT has set aside 120 million baht to carry out domestic marketing.
"All TV programmes that receive ad revenue from the TAT have to offer the explicit opinion of the agency: to promote tourism responsibility," said Mr Prakit.
The TAT has also added its own application for smartphones. It plans to develop an electronic version of its legendary Or Sor Thor travel magazine to attract younger tourists. Then it will create a photo library that will gather pictures of tourism and tourist destinations.
Credit: Bangkok Post (www.bangkokpost.com)
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