Thailand

“Where Fantasy Comes to Life”

 Content
• Project Objectives • Integrated Marketing
• Project Summary Communication
• Logo & Slogan - IMC Selection
●
Advertising:
• Marketing Analysis ●
2 TVCs
– Target Market ●
4 Print Ads
– Marketing Background
●
2 Radio Spots
●
Out-of-home
• Thailand Overview
Background
●
Public Relations:
●
Events
• Thailand Situation ●
Scoop
Analysis ●
Brand Ambassadors
• SWOT Analysis ●
Sales Promotion:
• Competitive Analysis ●
Discount
●
Membership
●
Give Away Prizes
●
Interactive: Website, Call-
center, Banner
 Content
• Media Tactics: - Working Media Plan
- Overall Media Strategy : (vehicles selection):
●
Coverage ●
TV, Radio, Newspaper,
●
Seasonality Magazine, Out-of-home,
●
Working media Budget Interactive & Alternative
- Television
- Radio • Budget Allocation
- Newspaper • Creative Materials
- Magazine - 4 Print Ads
- Out-of-home - 2 TVCs
- Interactive - 2 Radio Spots
• Media Plan:
- Media Selection & Rational:
●
TV, Radio, Newspaper,
Magazine, Out-of-home,
Interactive & Alternative
 PROJECT OBJECTIVES
1. Attract more tourists
2. Create positive perspective of Thailand
(re-branding/ correct bad images
perceived)
3. Widening the perspective towards
Thailand
(Show new attractive sides of Thailand)
 PROJECT SUMMARY
• The project is to promote Thailand tourism
in both Thai people and foreigners by
increasing awareness and creating
positive perspective of Thailand through
integrated marketing communication
which will be launched in a 3-month period
of time.
 Logo & Slogan

• Logo

• Rationale: Use Kin-Na-Ree as the logo because she is a Thai fairy

character from a Thai myth. So she’s well represent the theme of
the project.

• Slogan:
“Thailand: where the fantasy comes to life.”
• Rationale: Everyone may once dream of being some place beautiful
like being in a fantasy world. So the idea is to show Thailand as a
place where got those supportive opportunities which bring their
fantasy comes to reality.
Marketing Analysis
 TARGET MARKET
Both Domestic and International:

• Domestic: 18-25 years old (college students

to first jobbers)
• International: 17-35 years old (college
students to working people)

Characteristics:
• Middle-class to Upper-middle class • Adventurous
• Collectivism • Explorative
• Outgoing • Nature lovers
• Down-to-earth • Economized
Target (Collage)
 MARKETING BACKGROUND
Market trends and overview

“Thailand Overview”
• Background
• Situation analysis
 DATA: Thailand
Location
South-East Asia.
Area
513,115 sq km (198,115 sq miles).
Population
64 million (2005).
Population Density
124.7 per sq km.
Capital
Bangkok.
Population: 9.4 million, including Thon Bury
(UN estimate 2005)

Government
Constitutional monarchy.
 Thailand background
• Thailand has a rich and colorful culture, and many
exotic monuments and stunning beaches, which draw
millions of visitors each year, ranging from budget-
conscious backpackers to those seeking luxurious
pampering in a spa.

• Buddhism is a way of life here and with the reverence

the people have for the monarchy, a dynasty that has
maintained the independence of the country for
centuries, the result for the Thais is a blend of tradition
with contemporary living.
 Thailand background

• dynamic Bangkok, a city that is larger than life, with its

futuristic high-rise buildings juxtaposed against the
glittering Grand Palace.

• Traffic and tranquillity, beaches and bargains, ancient

palaces and stunning temples
 Thailand background

• Beyond urban Thailand are flat plains carpeted with rice

paddies and dotted with tiny villages, mountains of
luxuriant teak forests where elephants once roamed wild,
long stretches of white-sand beach, acres of coconut
palms and rubber plantations, and clear-blue waters
against towering rock cliffs. Rural life is languid and
hospitable, and behind every warm Thai smile there is
true kindness.
 Thailand background
• Outdoor-adventure opportunities abound: sail, paddle,
dive, and snorkel in the sea; trek to villages; ride the
rivers; or go on four-wheel-drive adventures in the
rugged upcountry.

• Rural Thailand is ripe for exploration by bus, train, car,

motorbike, and boat, and visitors are limited only by their
tolerance for adventure.
 Thailand background
• Geography:
Thailand is bordered to the west by Myanmar and the
Indian Ocean, to the south and east by Malaysia and the
Gulf of Thailand, to the east by Cambodia, and to the
north and east by Laos. Central Thailand is dominated
by the Chao Phraya River.

• Bangkok:
Over the last decade or so, the self-styled Land of
Smiles has grown from being mainly a backpacker
preserve to become one of Asia's most popular tourist
and business playgrounds.
 Thailand background
• Language:
Thai is the official language. English is widely spoken in
urban area, especially in establishments catering for
tourists.

• Religion:
The vast majority adhere to Buddhism , 5% are Muslim
and there are Christian and Hindu minorities.
 Situation Analysis
• Recent history:
- Thailand’s recent past has been characterized by economic
boom and bust, unstable government, unrest in the Muslim south
and the effects of the December 2004 tsunami disaster.
- This time, though, a civilian prime minister was installed, and
following this, despite various government collapses and
allegations of corruption in high places, parliamentary democracy
prevailed until September 2006 when there was a peaceful military
coup.
- Prime Minister Thaksin Shinawatra was forced to stand down,
his term of office since 2001 being constantly marred by
accusations of corruption.
- Civilian government was restored to Thailand and the new
elected prime minister Samak Suntorvech.
 Situation Analysis
• For all this, Thailand has risen above economic collapse in 1997,
SARS, avian influenza and the devastating tsunami in December
2004 to become a hugely popular destination on the long-haul
tourist trail, possessed as it is of great natural beauty and a very rich
cultural heritage.

• Suvarnabhumi, The opening of Bangkok's space-age airport, with

the capacity to handle 45 million travelers a year and eventually 100
million with planned expansion, will only make Thailand a more
convenient destination, recent political turmoil notwithstanding.
 Situation Analysis
• Thailand’s Economics:

: Baht Currency Appreciation

Thai Government concern about the very strong value of Thai
currency which appreciate to 30.82 per 1 U.S. Dollar.

: This appreciation might affect investment from foreigners in Thailand.

And also, it may increase the cost on expenditure in Tourism

: Increase in oil price which affect the whole business chain. Resulting
in increasing transportation price and overall price in goods and
services.
 Situation Analysis
• Political Situation:
: The current political situation lacks of instability, even though
there is an elected government. Thailand is also one of the
countries which have the most corruption in the world.
Moreover, the situation at the southern part of Thailand is still
severe.

These affect on how other countries think about our country in

term of accountability and security, and also affect on the
economy which directly have a huge impact on the tourism.
 Situation Analysis
• Tourism Situation:
: Vietnam nips at the heels of Thai tourism
Vietnam is poised to become the most challenging rival to the
Thai hospitality business in the near future due to the
country's ability to attract investment and develop well-trained
staff.
: Some Coalition with other countries within region

: TAT, Visa to woo Chinese

In a bid to capitalize on the Olympics, the Tourism Authority
of Thailand (TAT) has joined with Visa International (China) to
beef up marketing to attract Chinese visitors during the
period.
 Thailand Current Situation
• General:

: Thai Oil Plc (TOP) looks to cut costs.

TOP,a unit of the oil giant PTT Plc, has joined with
Chulalongkorn University to develop new petroleum
products, aiming at optimising its oil-refining business.

: CRIMINAL INVESTIGATIONS.
The Department of Special Investigation (DSI) wants a
regulation issued to enable it to automatically oversee all
criminal investigations related to human trafficking rings.
 MARKETING BACKGROUND
SWOT Analysis
“Thailand”

• Strengths:
2. Festivals
3. Great food
4. Friendly people
5. Rich culture – Buddhist, Temples, Historical places
6. Suvarnabhumi - capacity to handle 45 million travelers
a year and eventually 100 million with planned
expansion, will only make Thailand a more convenient
destination
 SWOT Analysis
“Thailand”
• Weakness: bad perception of
2. Traffic jams
3. Insufficient transportation system
4. Instability of the country: Conflict of the South, The
2007 Coup
5. The status of developing country
 SWOT Analysis
“Thailand”
• Opportunities: Attractions: beaches, mountains
• Outdoor-adventure opportunities abound: sail,
paddle, dive, and snorkel in the sea; trek to
villages; ride the rivers; or go on four-wheel-drive
adventures in the rugged upcountry.
 SWOT Analysis
“Thailand”
• Threats:
1. The world economic drop
2. Other countries in South-East Asia (Malaysia, Vietnam,
Cambodia, Indonesia, etc.) where they have similarity in
geography
 Competitive analysis
• Direct competitors: Countries that share
similar characteristics to Thailand, within South
East Asia
1. Malaysia
2. Indonesia
3. Sri Lanka
4. Vietnam
5. Cambodia
6. Laos
 Competitive analysis
1. Malaysia
Attractions:
eg. Kuala Lumper, Melaka- Historical city, Sarawak
(eco-adventure destination)
-beautiful beaches
-coral reef : Sipadung
-more developed than Thailand
-People are more fluent in English
Festival:
November
- Penang International Lantern Festival
(similar to Thai’s full moon party )
- Paintball World Cup Series Asia 2008
 Competitive analysis
2. Indonesia: The largest archipelago in the world
- Beautiful beaches and sea:
- Snorkeling + deep-diving for blossom coral
- exploring sunken ships and wrecks from
World War II
- Bali
- Surfing in the west monsoon (October to March)
 Competitive analysis
3. Sri Lanka – a land like no other
• Anuradhapura - Urban Culture – ancient city
• Hikkaduwa – snorkel
• Trincomalee -Sunny weather throughout the year
ACTIVITIES
• Hiking and Trekking
• Diving
• Rock climbing
• Canoeing and Kayaking
• Paragliding
• Ballooning
• White water rafting
Festival
• December
• Adam’s Peak- many religions climb the mountain to invoke
blessings
 Competitive analysis
4. Vietnam
- Beautiful beaches and mountains
eg. Halong Bay, Ho Chimin City
- Cultural
- Freshness in natural resource
 Competitive analysis
5. Cambodia
- historical/ ancient attractions
eg. Ankor Wat as one of the Seven Wonders of the
world
 Competitive analysis
6. Laos
- Natural attractions: mountain
- Newly opened country
- Historical attractions eg. Luang Prabang
 Competitive analysis
• Indirect competitors:
1. shared characteristics, but higher in expenditure for
travelers:
- Beautiful beaches: Maldives, Hawaii, French
Riviera, Mediterranean

2. different characteristics countries perceived as:

- High technological : Japan, Germany, etc.
- Architecture attractions : France, Italy, Belgium,
Spain, etc.
- Shopping paradise: Hong Kong, Singapore
Integrated Marketing
Communication
 Overall IMC strategic objectives
1. To increase the percentage of Thailand’s
tourism by 5% annually based on last year
visitors
2. To increase the awareness of the country to
those who exposed to the ad
3. To educate audience about Thailand
4. Create good image of Thailand through the use
of IMC
 IMC Selection
1. Advertising
2. Publics Relation
3. Sales Promotion
4. Interactive
 1. Advertising
Aims to:
1. To introduce and educate to those who do not
know Thailand well
2. Increase awareness and interest in audience
3. Induce people to visit

Tactic:
Use metaphor compared reality and fantasy
world in narrating the story
 1. Advertising
• 2 TVCs:
- 1 focuses on female, 1 focuses on male
- Promote internationally
- Both ads stories are relating to each other
• 4 Print ads:
- Use all 4 to promote both domestic and international
• 2 Radio spots:
- Use all 2 to promote domestically around Thailand
 1. Advertising
• Out-of-home:
- Promote domestically in billboards, transits, and
posters
- Word-of-mouth / Buzz for both domestic and
internatiomal
- Product placement in movies (as location)
1. Both international and Thai movies
2. Promote Thailand in a good way
Inbound: Foreign movies shot in Thailand
eg. The Beach
Outbound: Thai movies export to other countries
eg. Suriyothai
 2. Public relations strategy
Aims to:
2. Stimulate interest by allowing target audience to
participate in the events through playing games and
answering easy question
3. Inform unique selling point and promotional program
to stimulate sales
4. Reinforce advertising message
5. Create positive feelings
6. Help promoting those allied hotels and resorts
 2. Public relations strategy
• Events:
- Promotional booth at entrance of Siam Paragon
Department Store
- Launch on Sunday of the first week of the campaign
period and on the weekend of every month
1. In the events, information will be provided and
also sales promotion will be offered.
2. Only the first event will be the opening of the
campaign which will have two ambassadors coming to
promote the campaign

period September October November

Event @
Paragon
 2. Public relations strategy
• Scoops:
- Have the ambassadors be the guests in TV programs,
participated with the programs
- The core of the selected programs are adventurous
traveling style
1. Navigator (CH3), broadcasts only on national
holiday. During the launch period, there is only one day:
the 23th Oct.
2. สารคดีท่องเที่ยวทั่วทิศกับ ททท. (Traveling
Around the Country with TAT) CH11, every Wed.
9.55-10.05 p.m.
3. เที่ยวละไม ไทยแลนด์ เวิร์ด (Teaw La-Mai
Thailand World) CH3, every Sun. 6.25-6.55 a.m.
 Brand Ambassadors

Rationale: Both are well-known singers for Thai Youth

and never have any bad reputation in the eyes of people.
Their characters are most suit with the campaign’s target.
 3. Sales promotion strategy
• Aim to:
1. Stimulate people to purchase for tourism
2. Capture people’s attention to the campaign
3. Increase the percentage of domestic tourism
4. Create positive feelings and preferences
 3. Sales promotion strategy
• Discount promotion:
- Ally with hotels and resorts for promotional
prices by asking them to support and TAT will
promote their hotels and resorts through events
and booths TAT is about to arrange

- How much percent discount depends on

willingness of each hotel and resort
 3. Sales promotion strategy
• Membership cards:
- Ally with Thai Airways:
Royal Orchid Plus member card get
additional 5% discount on top

Rationale: co with Thai Airways would reinforce

the image of promoting Thailand tourism
 3. Sales promotion strategy
• Give away prizes:
- Supported by allied hotels and resorts (discount, free
rooms)
- Example of prizes: package tour, hotel package, and
travel with the ambassadors
- Win the prizes by winning games and answering quizzes
through:
1. Events
2. Allied TV and radio programs
Eg. Green Wave(106.5), Seed(97.5), Navigator(CH3)
 4. Interactive/ Internet
• Aim to:
1. Create awareness and remind people about
the campaign
2. Provide detailed information about Thailand
and the campaign
3. To facilitate people by offering and
recommending further services
4. Create buzz among surfers
 4. Interactive/ Internet
• Web sites:
- www.tourismthai.org
• Call Center:
- TAT Call Center 1672
• Banners: In two websites
- Thai Hotmail (www.hotmail.com)
- Pantip (www.pantip.com)
Media Tactics
 Overall Media Strategy
Coverage:
• International: Focuses on TVCs and print ad.
• Domestic: Focuses on out-of-home media,
prints, and radio spots.
Seasonality:
• Promote Campaign: September 2008-November
2008
Working Media Budget:
• 250 Million Baht
 Media Tactics
Rationale
• Every media tactics are decided to cover as much as
possible of the target audiences both international and
domestic within the working budget.

• Try to maximize the reach within frequency provided by

exposing at the time and programs that most target
audiences will watch

• By doing so is concerned with and campaign period

working budget
 Media Tactics
Television:
Continuity pattern – Launch only on international TVs

• AXN (Amazing Race Asia): Mon, Tues at 7 p.m.

• CBS (Survivor, Amazing Race): Thus, Sun at 8 p.m.
– 2 times a day during the show
– 4 times a day during the show, at every break on the finale on last
week of the campaign period (the ending of the season)

• In Flight TV in Thai Airways

• Full version (30 sec.) of the 2 ads alternatively broadcasted during
the show throughout the campaign
• Use offline advertising to drive traffic to online – state website at the
end of the ad
• Type of TV program: Adventurous reality programs that attract
target at 17-32-year-old people
 Media Tactics
Radio:
Flighting pattern – For domestic only
• Announces at morning drive time 8 – 10 a.m.
and evening rush hour period 5 – 7 p.m.
• Pushing period first 2 weeks and last 2 weeks
• Stop period for 2 weeks: I I- - l - - l - - l l
• 2 Radio spots alternatively announced at average 4 times a day
• In some programs will let audiences call in to compete a game to
win prizes, one of the give away prizes of the PR program
• Employ 15 sec. radio spot throughout the campaign to create
sufficient reach and frequency within the working media budget
• State the website at every spot
• Types of radio program: morning talks that reach mass audience
in the morning, music programs
• Cover those stations, mostly, in BKK including main station in
Chonburi, Hat-Yai, Nakornrajasrima, and Chiang Mai
 Media Tactics
Newspaper :
Pulsing pattern - only in every Sunday issue on the back cover
• Promote only domestic

• Pushing period - first 2 weeks and last 2 weeks of the period employ
full page 4 colors

• Low period – the other weeks employ half page 4 colors

• Encourage campaign continually and increase promotional efforts

during the campaign in newspapers that have most circulation in the
country, such as, Thai Rath to reach mass reader all over Thailand

• Also promote in the English newspaper, such as, Bangkok Post and
Daily Express, to reach those foreigners who reside in Thailand
 Media Tactics
Magazine:
Continuity Pattern – published in monthly magazines
• Full page, 4 colors
Domestic:
• Promote through travel magazines such as Aor-Sor-Tor, which
directly focus on target
• Use the travel magazine as the directories for target audiences
International:
• Also promote through travel magazines that have wide reach of
people such as Travel & Leisure
• In-Flight magazines in 4 airlines: Thai, British, Cathey, Emirates
 Media Tactics
Out-of-Home :
Continuity pattern – posted the Ad through three-month period
• Focus on domestic

• Employ billboards, transits, and posters to encourage campaign

and, at the same time, create people’s awareness

Where?
• MRT and BTS station
• The express ways (such as, Rama IV and around Suvanaphumi
Airport)
• Large domestic airports (such as, Phuket, Chiang Mai, Chiang Rai,
Kon Khan, and Ubonrajathani)
 Media Tactics
Interactive :
Continuity pattern – throughout 3-month-period
• Mainly promote in domestic through websites and TAT call center
• For website, put banners on the homepage of the popular Thai
website, Panthip (www.pantip.com), to reach web surfers, and
promote on TAT website (http://thai.tourismthailand.org)
• Moreover, also upload the 30-sec. ad on YOUTUBE website (free)
to encourage the campaign among both international and domestic
target
• For call center, promote the campaign by playing 15-sec. Radio
advertising while people holding their line waiting for the operation

Pulsing pattern – first 2 weeks and last 2 weeks of the campaign

period
• Employ Thai Hotmail web advertising package (www.hotmail.com),
including banners on the homepage and skyscrapers in inbox and
send mail page
Media Plan
 Overall Media Strategy
Budget Allocation:
• Television : ฿ 205,900,000
• Radio: ฿ 6,384,000
• Newspaper: ฿ 10,000,000
• Magazine: ฿ 2,130,000
• Out-of-Home ฿ 3,550,000
• Interactive ฿ 465,000
• PR budget ฿ 1,100,000
• Sales promotion ฿ 100,000
Total = ฿ 229,629,000
 Media Selection & Rationale
Television:
• International coverage
• Mass audience
• Cost-effective
• Strong impact
 Media Selection & Rationale
Radio:
• Local coverage
• Segmented audience
• Flexibility
• Inexpensive
 Media Selection & Rationale
Newspaper:
• High coverage
• Flexibility
 Media Selection & Rationale
Magazine:
• Segmented audience
• Long life span
• Creative ad.
• Visual quality
 Media Selection & Rationale
Out-of-Home:
• Local coverage
• Situational
• Good impact
• Reminder
• Inexpensive
 Media Selection & Rationale
Interactive and Alternative:
• Inexpensive
• Customizable
• Interactive relationships
• Creative ad.
• Reminder
 Working Media Plan
Television:
• AXN
• CBS
• Frequency:
- AXN (Amazing Race Asia): Mon, Tues at 8 p.m.
- CBS (Survivor, Amazing Race) : Sun, Thus at 7 p.m.
• 2 ads broadcasted alternatively

• Rationale: Focus on adventurous reality programs,

Survivors and Amazing Race. Most of our foreigner
target (17-32 years old) watch these types of TV show.
 Working Media Plan
Television:
• Thai Airways in flight TVC
Frequency: monthly
• 2 ads broadcasted alternatively

• Rationale: It’s high exposure and easy to get attention

because watching in-flight TV is seem to be the normal
activity in flight.
 Working Media Plan
Radio:
94 EFM
97.5 Seed Radio
104.5 Fat Radio
• 2 ads alternatively broadcasted during the show
• Frequency: daily
• Rationale: These radio stations have a lot of station fans
that are our targets which are teens (young adults). And
they can reach people in Bangkok.
 Working Media Plan
Radio:
106.5 Green Wave
• 2 ads alternatively broadcasted during the show
• Frequency: daily

• Rationale: These radio stations have a lot of station fans

that are our targets which are first-jobbers. And they can
reach people in Bangkok.
 Working Media Plan
Radio:
102.5 Get Radio
107 Met Radio
• 2 ads alternatively broadcasted during the show
• Frequency: daily

• Rationale: These radio stations have a lot of station fans

that are our targets which are teens (young adults) and
farangs who reside in Thailand. And they can reach
people in Bangkok.
 Working Media Plan
Radio:
Chonburi - Sunshine FM107.75
Nakornrajasrima – FM96.25
Hatyai – Radio 94.0 FM Club
Chiangmai - Lanna Radio FM97.5
• 2 ads alternatively broadcasted during the show
• Frequency: daily

• Rationale: Selective radios are broadcasted in the main

city of each province. High exposure rate to the target
reside outside Bangkok. To widening the exposure area
 Working Media Plan
Newspaper:
Thai Rath
• Frequency: Daily
• Rationale: Thai Rath has the largest circulation in
Thailand and can reach the mass.

Bangkok Post
• Frequency: Daily
• Rationale: It is the English-language newspaper that has
a lot of readerships that are “farang” who reside in
Thailand which are our target.
 Working Media Plan
Newspaper:
Daily Xpress
• Frequency: Daily
• Rationale: It is Thailand's first free English-language
newspaper in tabloid size which is distributed at coffee
shops, BTS, MRT, etc. and is designed for readers in the
25-35 age group. It covers our target group (17-32).
 Working Media Plan
In-flight Magazine:
• High Life, British Airways in flight magazine
• Sawasdee, Thai Airways in flight magazine
• Discovery, Cathey Pacific in flight magazine
• Open Skies, Emirates Airlines in flight magazine
• Frequency: Monthly
• Rationale: It’s high exposure and easy to get attention
because reading in-flight magazine is seem to be the
normal activity in flight.
 Working Media Plan
Magazine: Domestic
นักเดินทาง (Nak Dern Tang)
• Frequency: Monthly
• Rationale: It’s travel magazine which our target can
search for more information about hotels, package tour,
etc.

Voyage
• Frequency: Monthly
• Rationale: It’s a popular travel magazine and their main
target is 20-35 age group which it fits our target.
 Working Media Plan
Magazine: Domestic
อสท (Aor Sor Tor)
• Frequency: Monthly
• Rationale: It’s TAT magazine which provide useful
information and attractive place about Thailand.

Thai Backpacker
• Frequency: Monthly
• Rationale: It’s designed for backpackers who are
adventurous as our main targets.
 Working Media Plan
Magazine: International
Travel & Leisure
• Frequency: Monthly

• Rationale: It’s a popular travel magazine which has many

editorials all over the world.
 Working Media Plan
Out-of-Home : Domestic
Billboard (Printed poster)
• Suvanabhumi airport: inbound
• Large Domestic Airports: Phuket, Kon Kaen, Chiang Mai,
Chiang Rai, Ubonrajathani
• Express way: Rama 4 (series of billboards, 3 billboards)

• Rationale: These areas are very good places to capture

people attention, especially the tourists that have to pass
these areas. Moreover, the billboard in these areas is
very big which will make our ads outstanding.
 Working Media Plan
Out-of-Home : Domestic
Transit Ad
• Exterior: Board on platform at
- BTS stations (Siam, Mor-Chit, Victory Monument,
Asok)
- MRT stations (Jatujak, Phahonyothin, Sukumvit, Sirikrit
Convention Hall)

• Rationale: Most people who are waiting for the train at

the platform of BTS or MRT pay attention to the ads
around them.
 Working Media Plan
Out-of-Home : Domestic
Poster
• Flip board: In front of Siam Paragon Department Store (3
flip boards)
• Building Wrap: On Bi-Yok building

• Rationale: For flip board, Siam Paragon is a crowded

area and the heart of Bangkok which can reach mass
audience, both Thais and foreigners.
 Working Media Plan
Interactive:
TAT Website
• http://thai.tourismthailand.org/

• Rationale: Provides more information about the

campaign eg. attractions, festivals, hotels etc. This web
address will be included in every media used.
 Working Media Plan
Interactive:
Thai Hotmail Website
• http://www.hotmail.com/

• Rationale: it is the medium of the generation and almost

of our target has e-mail, so this website is an important
tool to reach mass audience.
 Working Media Plan
Interactive:
Pantip Website
• http://www.pantip.com

• Rationale: It is one of the most popular website in

Thailand. Many people go to the website for exchanging
their ideas, opinions, and information. It also provides
many web boards that allows people to talk about a
specific topic. We can create BUZZ here.
 Working Media Plan
Interactive:
YOUTUBE Website
• http://www.youtube.com/

• Rationale: It is the world largest online video storage and

can reach million of people in every corner around the
world. It also reach both international and domestic
target by one-time uploading.
 Working Media Plan
Interactive:
TAT Call Center
• Call center tel. 1672

• Rationale: It is TAT own call center which provides

directory advertising. By playing radio ads while people
holding the line waiting for the operation, it is high
involvement because they can’t do anything else, and it
will help to encourage and to remind people about the
campaign.
Budget Allocation
Advertising99.50% PublicRelations0.04%
SalesPromotion0.5% Interactive0.2%