Tourism Authority Of Thailand Promo, Case study HUG THAILAND by Leo Burnett Bangkok


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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Thailand
Agency Leo Burnett Bangkok
Director Anupap Pongnametta
Executive Creative Director Keeratie Chaimoungkalo, Sompat Trisadikun
Art Director Pipat Uraporn
Copywriter Denchai Kheereeluk
Editor Atisthan Sangkawut
Released June 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Date of First Appearance: Jun 28 2010
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Executive Creative Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Denchai Kheereeluk (The Leo Burnett Group Thailand)
Art Director: Pipat Uraporn (The Leo Burnett Group Thailand)
Agency Producer: Sompetch Nuntasinlapachai (The Leo Burnett Group Thailand)
Director: Anupap Pongnametta
Cinematographer: Prapobe Dungpikool
Editor: Atisthan Sangkawut
Film Producer: Pavita Phavichitr
Associate Producer: Nutjaporn Nudkumhang
Music: (Cine Digital)
Production Company: (Mucky-Muck Co., Ltd.)
Media placement: TVC - Channel 3,5,7,9 And Cable TV - June 28, 2010
Media placement: Cinema - SF Cinemas - September 15, 2010
Media placement: Print - Daily Newspaper And Magazine - June, 2010
Media placement: Facebook Application - Social Networking - August 1, 2010
Media placement: Poster - Tourist Attractions Nationwide - September 1, 2010
Media placement: Viral Clip - Facebook, Youtube - September 1, 2010
Media placement: Postcard - Sent To Random Recipients - November 1, 2010
Media placement: Event - BTS Skywalk At Central World - November 1, 2010

Insights, Strategy & the Idea
In 2010, different political views led Thailand to a protest that paralyzed the country for over 2 months. The business downtown district was blocked by thousands of protesters. Fierce assaults became the norm day and night. The hatred finally came to an end with fighting, grenade blasts, arson, and death.

All Thai hearts were completely broken. The country was totally ripped into pieces. People were definitely not in a mood for travelling in such a political-divided country.

It’s the biggest challenge for the Tourism Authority of Thailand to inspire the Thais to resume domestic travelling after this disastrous event and painful feeling as the tourism industry is among the top sectors that generate most revenue to the country. We need to regain confidence from all stakeholders, meaning every Thai.

Creative Execution
We use the simplest way to show love for Thais ….. HUG.
The idea was to start a mass movement by asking everyone to hug places they traveled and took photos, to inspire others.
We sent out our invitation on national media, then used social networking to create a hug society, as a center to invite others to join.
These pictures were made into a viral clip, posters and postcards, to attract more people.
Lastly, right on the spot where the protest had occurred, we created the outdoor gallery with millions of photos to celebrate our love to Thailand.

Hug is a universal language to show love and care. Its entertaining value could engage people with little effort. The utilization of these photos throughout the campaign could also inspire others to travel. Hug created a meaning to every place. And no one else could feel this better than Thai people.

Results and Effectiveness
Today, hugging has become a new favorite pose for Thais when taking a picture. The number of domestic travelers had increased dramatically, generating more than 14.3 million US dollars of revenue from over 90 million trips. The campaign has also pulled every stakeholder in the tourism industry, which is always the top 3 in generating revenue to the country, back on track.

Millions of hugs have healed people’s hearts and embraced Thailand to be one of the most adorable destinations to travel and brought back the world’s famous “Land of Smiles”