2008-03-13

TAT E-MARKETING STRATEGY FOR ‘AMAZING THAILAND’

Thailand's Amazing Projects

With an ever-increasing number of individual travellers worldwide planning and purchasing their trips online, the Tourism Authority of Thailand (TAT) launched 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. As part of the Amazing Thailand campaign, tourists worldwide can now gain access to a huge variety of hotel, resort and travel options in Thailand by visiting the new Amazing Thailand mini site, http://amazingthailand.tourismthailand.org,/ presented by the TAT.

The new site presents all the tourism products and services of Thailand that are part of the e-marketing campaign for Amazing Thailand 2008. This great new online channel aims to attract travellers through e-marketing tactics such as search engine marketing, online PR, e-mail, and e-CRM. The mini site consists of over 2,000 Thailand tourism products including hotels, tours, attractions and restaurants and a travel agent directory. There are hundreds of direct links to websites covering a wide range of hotels, tour options, attractions, travel agencies and more. The new site provides over 300 exclusive travel deals for inbound travellers.The new site also offers Web 2.0 capabilities with user ratings and reviews of hotels and tours. The various comments from online reviewers will help visitors choose the right travel option and enable TAT to enhance its customer relationships. The feedback will also help travel suppliers in Thailand to constantly improve the quality of their services. After only ten weeks of online operation, the new site has attracted over 110,000 unique visitors who have made over 422,000 page views in total. The TAT expects to massively boost visits through additional e-marketing campaigns during the rest of 2008.
http://amazingthailand.tourismthailand.org/ has been created to promote deals in each of the seven Amazing Wonders of Thailand" themes: Thainess, Nature, Treasures, Health&Wellness, Beaches, Trendy activities, and Festivities

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.

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 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” ProjectHerOwnWay.TourismThailand.org To promote travel products for women such as golf, shopping, beauty and spavia 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 ProjectTo 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.comVideo 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 ContestOnline 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 Projecthttp://www.wikipedia.org/, http://www.wikitravel.org/To edit and improve information about Thai tourism on www.wikipedia.organd 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.

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.