The Campaign

We use the famous icon, known by travelers around the world – “PAD THAI”. It’s in the top 5 of the world’s 50 most delicious foods. Millions of people love PAD THAI but never come to where it’s originated. While describing its origin, the ingredients required, and how to cook, the video takes viewers on a journey through various parts of Thailand, delves down to Thai way of life, and captivates world’s famous Thai charm. The story is systematically narrated using a mind map style, connecting one PAD THAI element to many other amazing stories of Thailand. And the further it goes, the more amazing stories await to be discovered. The scrumptious imageries were neatly designed to indulge appetite so PAD THAI fans would have no excuse not to come to Thailand. Only one dish of PAD THAI can showcase almost every aspect of “Thainess” in just 3 minutes.

Execution

This video was first organically launched in Amazing Thailand channel on Youtube and then widely shared via Facebook pages of TAT’s offices around the world without any support from paid online media. However, the content went so viral that it was promoted in many PR channels in over 60 countries. Thai Airways International also promotes this video in flight over 59 destinations worldwide without any media charges. This makes very first impression of travelers more unique and rouses them to discover more in-depth stories about Thailand than what’s planned. Also, the video was promoted in the tourism events and roadshows around the world.

Thailand through a single PAD THAI. The film generated 2.1 million views, 5.6 million reach and 40,000++ shares in just 3 weeks. The video was able to generate 125,000 engagement in total and drive social conversation across the globe. It generated earned PR media around the world from more than 100 publications, reaching out to over 60 countries. When compared to the same period last year, it propelled positive growth in international arrival to Thailand to reach +12.5% (equals to 16.59 million tourists). Moreover, it helped generating 17% revenue growth, which is equivalent to 824 billion baht. This makes Thailand become among the top ten of the countries which receive the highest revenue from tourism sector.

The Situation

Discover Amazing Stories – PAD THAI really does its job in promoting Thailand as a unique destination full of stories. Unique travel experience now becomes a new premium that travelers treasure. All of the amazing stories are told starting from what’s commonly known, PAD THAI. Instead of direct narration of what Thailand is good about, you will gradually discover many amazing stories through this iconic dish. The video was launched both online and offline with full collaboration from many governmental bodies until it went viral and gained great amount of earned PR value.

The Strategy

The launch of this video was planned in both online and offline to reach international travelers worldwide. For online, it was launched in Amazing Thailand’s own channels (Facebook, Youtube and Twitter) and pushed further by TAT offices’ Facebooks around the world. All was planned to create a bang on the same day. The video was also broadcasted off-line in many tourism events and roadshows, with the support of related governmental bodies such as, Thai Airways International and Thai Chamber of Commerce, to heighten awareness among those who have high influential power in promoting Thailand.