The Tourism Authority of Thailand (TAT) is gearing up to vastly upgrade its profile and presence on the Internet with a multi-sectoral e-marketing campaign targetted at a number of key customer segments worldwide.
Known as the “e-Marketing for amazing Thailand 2008”, the strategy comprises a comprehensive destination marketing initiative which incorporates the use of multiple online channels to promote “Amazing Thailand”.
Although TAT has done a lot of work in the development of information-only websites, it is now expanding to a vast range of online marketing channels aimed at ensuring its international competitiveness and stronger brand awareness while boosting Thailand’s share of tourism revenue generated online.
According to a Merrill Lynch report, 70 per cent of FIT travellers worldwide undertake web research and obtain the information they need via online sources. An ever-increasing number of travellers use web sites such as Yahoo trip planner and tripadvisor.com for research and travel planning. They view videos posted on YouTube.com and visit VirtualTourist.com for tips and travel advisories. And upon their return from the trip, they share their travel experiences with others on online communities.
According to TAT Governor Mrs Phornsiri Manoharn, “In 2007, TAT developed an e-marketing Road Map for 2008 – 2011 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, and significantly increase Thailand’s share of the lucrative global tourism business/revenue.”
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 encouraging 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 – 2011) including all the objectives and policies established by TAT, the Ministry of Tourism and Sports and The Nation Economic Social Development Board (NESDB).”
He said that as more and more travel related information and business is being done online, learning how to reach today’s Internet generation will become even more important in future. “We have to ensure that we move with the times,” he said.
Once “e-Marketing for amazing Thailand 2008” is fully launched, web visitors will be able to hunt for amazing deals, access information about Thailand and post articles, videos and photographs. 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 targetting 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.
The Thai private sector has been briefed on the campaign and invited to start preparing appropriate product information, package deals and updates of their rates, services and special offers for inclusion in the upcoming websites.
They were given clear guidelines on how to use it to promote and market their products and services. They will 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 PLC. (AIS); Chulalongkorn University and Rangsit University; www.youtube.com; Software Park Thailand as well as the major travel industry associations of the hotels, travel agents, guides, exhibitions and spa sectors.
In detail, the five key features of “e-Marketing for amazing Thailand 2008” are:
- Thailand Amazing Deals: To promote Thai travel products to global travellers, buyers, media and travel bloggers via a mini-site: amazingthailand.TourismThailand.org. This offers product information in every travel category. It also allows 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: To promote travel products, specially for women such as golf, shopping, beauty and spa. The primary focus will be women travellers in Japan, Hong Kong, Singapore and the Middle East via a mini-site HerOwnWay.TourismThailand.org. More targetted e-mail 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:
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Photo sharing sites: www.flickr.com, www.ringo.com, www.pickle.com |
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Video sharing sites: www.youtube.com, www.creackle.com, video.google.com |
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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: 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.
Further information is available from the Amazing Thailand 2008 Product Development Team:
Tel: +66 (08) 1358 3893, (0) 2250 5500 ext. 2832-8
E-mail: amazingthailand@tat.or.th
Contact information:
International Public Relation Division
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2253 7419
E-mail: prdiv3@tat.or.th
Web site: www.tatnews.org
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