Thailand’s message is no longer Amazing, claims branding boss
A Bangkok based global branding agency has told travel industry leaders that Tourism Authority of Thailand’s "Amazing Thailand," brand, launched in 1997, needs to change.
Addressing the PATA Thailand Chapter AGM, David Keen, CEO of KEEN, cited dynamic campaigns such as "Inspired by Iceland," "Incredible India," "100% Pure New Zealand," "I Love NY," "Egypt – Where It All Begins," and Queensland’s "Island Caretaker – Best Job in the World" as brilliant branding campaigns.
"Amazing Thailand has been eclipsed and is now out of date compared to other destination brands that are changing all the time," said Keen.
"The current ‘Amazing’ campaign doesn’t reflect the future of Thailand. It is also driving [tourism] prices down. ‘Amazing’ is now a misunderstood brand in the international market," he said.
The CEO of KEEN, which has 90 staff at its Bangkok head office, told the audience, "We have a responsibility to define ourselves with truth. We cannot let people misconstrue our country, our people and values."
There was an additional cautionary note for Thailand, which has experienced political instability for five years.
"When the quality of a brand drops, the quality of the tourists that visit your country also drops," said Keen. "It is Thailand’s responsibility to uphold and keep up its brand. Otherwise it will find itself in a downward spiral."
Ian Jarrett
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