TAT launches ‘Write Your New Chapter’ TVC promoting Thailand in cinematic perspective

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The Tourism Authority of Thailand (TAT) has launched a new “Write Your New Chapter” TVC to promote Thailand’s fully reopening post-pandemic, in line with the ‘Visit Thailand Year 2022-2023: Amazing New Chapters’ tourism marketing campaign.

The Write Your New Chapter TV advertising represents a new direction in the TAT’s marketing of Thailand to the world, which places emphasis on highlighting the kingdom’s 6F, 4M soft-power foundations; namely, Food, Film, Fashion, Festival, Fight, Friendship, Music, Museum, Master, and Meta.

Mr. Yuthasak Supasorn, TAT Governor, said “Representing film, this latest TVC is a new approach we are taking to communicate the Amazing New Chapters message and to engage tourists around the world through a cinematic perspective to show them Thailand has a multitude of holiday possibilities in which there is something for all. We want to inspire tourists to explore our wonderful country and to create their own impressive chapters, which they can then share with their friends and family and encourage them to visit.”

The “Write Your New Chapter” TVC consists of three episodes highlighting the three Amazing New Chapters that tourists can discover on a visit to Thailand. These are the Amazing New Chapter of Nature, Amazing New Chapter of Love, and Amazing New Chapter of Self Discovery.

Officially launched today, the “Write Your New Chapter” TV ad was premiered during the TAT’s recent roadshow to Europe. It was then released again at Thailand’s leading B2B travel industry show, the Thailand Travel Mart Plus (TTM+) 2022, held in Phuket during 8 – 10 June – the first physical event in two years post-pandemic.

TAT has scheduled to distribute the Write Your New Chapters TVC through various offline and online media platforms, including the TAT’s own social media including those of the 29 TAT offices around the world.

In addition to the TVC videos, there are ad formats under the cinematic theme, including an out-of-home ad at mass public transport locations as well as airports in various countries. There will also be online gimmicks to create engagement with the tourists, in response to latest digital marketing trend, which calls for user generated content.

“This aims to spread Thailand’s tourism message to the world that it is open, especially when the Thailand Pass application will be removed for international tourists on 1 July onwards. This TVC is an inviting message sent to tourists to come and write their own new chapter in the kingdom. They can visit a world-class destination that offers something for everyone under the concept of ‘From A-Z: Amazing Thailand Has It All’. Even more appeal can be added through Thailand’s increasing move towards sustainable and responsible tourism, other key elements of the Visit Thailand Year 2022 campaign,” Mr. Yuthasak concluded.

Having reopened to international tourism and entry requirements been eased, Thailand hopes to welcome seven to 10 million foreign visitors in 2022 and generate tourism revenue of around 800 billion Baht.

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