TOURISM AUTHORITY OF THAILAND (TAT) ADOPTS E-MARKETING STRATEGY FOR ‘AMAZING THAILAND’

TAT ADOPTS E-MARKETING STRATEGY FOR ‘AMAZING THAILAND’

With an ever-increasing number of individual travellers worldwide planning and purchasing their trips online, the Tourism Authority of Thailand (TAT) is preparing to launch a multi-sectoral e-marketing campaign targeted at a number of key customer segments worldwide. The intention is to significantly increase Thailand’s online presence and the country’s share of tourism revenue generated online.
TAT recently hosted an exclusive trade launch to unveil “e-Marketing for Amazing Thailand 2008” — Thailand’s latest destination marketing initiative which incorporates the use of the e-marketing channels to promote ‘Amazing Thailand’ online. Members of the Thai travel and tourism industry were briefed on the campaign and invited to provide appropriate product information, package deals and updates of their rates, services and special offers for inclusion in the upcoming mini-web sites being developed.

According TAT Governor Mrs Phornsiri Manoharn, “In 2007, TAT developed an e-marketing Road Map for 2008-11 to establish a framework and set the direction for TAT’s online marketing efforts. This ensures that we successfully achieve marketing effectiveness for both TAT as well as the Thai tourism industry overall.

“Key elements of this roadmap are now being implemented under the ‘e-Marketing for Amazing Thailand 2008’ project. It will help strengthen the ‘Amazing Thailand’ brand online; support Thai tourism operators, especially SMEs; increase our international competitiveness; and significantly increase Thailand’s share of the lucrative global tourism business/revenue.”

The TAT now plans to make innovative use of online marketing channels such as e-brochures, online advertorials, CRM-based e-mail marketing, the development of blog sites and encourage the active involvement of web visitors in contributing to user-generated content as novel ways to promote “Amazing Thailand” online.


According to Mr Auggaphol Brickshawana, Deputy Governor for Policy and Planning, “TAT’s e-marketing roadmap fully reflects Thailand’s five-year tourism plan (2007-11) including all the objectives and policies established by TAT, the Ministry of Tourism and Sports; and as outlined in the National Economic Social and Development Board (NESDB) plans.”

Once “e-Marketing for Amazing Thailand 2008” is fully launched, web visitors will be able to find amazing deals, access information about Thailand and post articles, videos and photographs. The TAT will be able to dispatch information about special packages and deals, monitor feedback, interact with visitors and potential visitors online, and correct misinformation on other popular websites.

A key element is targeting one of the fastest growing segments of visitors to Thailand, women travellers. Other critical customer segments include young people, families and “green season” travellers during the off-peak months. This is in line with the desire to generate higher spending and longer length of stay. At the introductory launch, Thai tourism private sector executives were briefed on the concept and given clear guidelines on how to use it to promote their products, packages, services and deals. They also have opportunities to advertise on the site in order to maintain a more permanent presence.

The project partners are: Thai Airways International’s frequent flyer programme Royal Orchid Plus; Advance Info Service (AIS); Chulalongkorn University; Rangsit University; www.youtube.com; and Software Park Thailand. Major travel industry associations of the hotels, travel agents, guides, exhibitions and spa sectors are also participating in force.

The five key components of the “e-Marketing for amazing Thailand 2008” project are:

Thailand Amazing Deals
amazingthailand.TourismThailand.org
To promote Thai travel products to global travellers, buyers, media and travel bloggers via a mini-site: http://amazingthailand.TourismThailand.org. This offers product information in various travel categories. It also allows the TAT to launch e-mail campaigns to a quality database of 1.1 million e-mail addresses of travellers, buyers, media and travel bloggers all around the world.


Her Own Way: “Thailand - The Woman’s Paradise” Project
HerOwnWay.TourismThailand.org
To promote travel products for women such as golf, shopping, beauty and spa
via a mini-site http://HerOwnWay.TourismThailand.org. The primary focus will be women travellers in Japan, Hong Kong, Singapore and the Middle East. Targeted e-mail marketing campaigns will directed at women frequent-flyer members of Royal Orchid Plus as well as over online chat-rooms for women in the focus countries.


Thailand Portfolio Project
To promote information about tourism in Thailand (presented as photos, videos and travel articles) through some of the world’s most popular User Generated Media websites such as:
Photo sharing sites: www.flickr.com, www.ringo.com, www.pickle.com
Video sharing sites: www.youtube.com, www.creackle.com, video.google.com
Travel article sharing sites: www.iexplore.com, www.bootsnall.com, www.igougo.com


Amazing Shot…Amazing Experience Contest
Online activities will be organised to persuade both domestic and international travellers to submit VDOs about their travel experiences in Thailand under the concept of “Amazing Shot…Amazing Experience!” and get a chance to win prizes.


WIKI Mission for Thailand Tourism Project
www.wikipedia.org, www.WIKITravel.org
To edit and improve information about Thai tourism on www.wikipedia.org
and www.WIKITravel.org to ensure it is accurate and up-to-date. Students and faculty members at Chulalongkorn University and Rangsit University will be responsible for editing and improving the English version of these online encyclopedias.

http://www.tourismthailand.org/news/release-content-466.html