CASE STUDY
Tourism Authority of Thailand
Destination repositioning for sustainable tourism with strategic storytelling and content marketing campaign
Issue
In 2020, the Tourism Authority of Thailand sought GLP’s services to reposition as a sustainable destination, using a strategic content marketing campaign to add value to their brand. The focus was on individuals who are creating change within Thailand, with GLP developing a brand positioning strategy and content plan with storytelling as its main pillar.
The sustainable Thailand campaign, aimed at the North American travel market, surpassed all campaign KPI goals and deliverables, with video views exceeding campaign goals by 300%, and helped Thailand communicate its commitment to sustainability through a comprehensive consumer and trade marketing campaign.
Solution
Sharing stories is ingrained in Thai culture and, by encouraging this natural affinity to be at the center of their tourism marketing, our collaboration was an organic and productive one. Specific experts in Thai experiential tourism, in the wellness, community, and elephant tourism sectors, were identified as leading proponents and ideal conveyors of a sustainable tourism message in Thailand. This consumer and trade marketing campaign was a complete package, using strategic digital video content, professional photography, and written articles, targeted at the travel media, influencers and social media outlets.
Details
Filming dates: February 2020
Campaign dates: July 2020 - December 2020
Partner: Tourism Authority of Thailand (TAT)
Distribution: Consumer and trade marketing campaign
Filming regions: Andaman Coast and Chiang Mai, Thailand
Services: Content Strategy, Repositioning, Storytelling & Video Production, Consumer & Trade Distribution
Watch the trailer:
“The campaign surpassed all campaign KPI goals and deliverables, with one video being viewed over 300% more than forecast.”
Content deliverables
Video series (3 full-length videos, plus trailer, and 9 shorter videos for social media), destination landing pages, professional photography package, and content distribution to targeted consumer and trade audiences. GLP identified local characters and developed compelling stories around communities that are inherently committed to sustainable tourism, not only for their region but for Thailand as a whole.
The people featured in each film are experts in ecotourism, ethical elephant handling, and community or cultural exchange. Speaking in their native language, the content conveys real Thai life and its role in sustainable tourism. One of the films in the series, on the sustainable community of Baan Talae Nok, was awarded GOLD at the Travel Weekly Magellan Award for Best Destination Marketing Video.
Key takeaways
Why sustainable tourism content marketing campaigns?
Help destination rebrand and reposition for sustainable tourism
Strengthen destination’s commitment to sustainability through comprehensive and strategic content strategy, storytelling, distribution campaign
Give travelers inspiration and tools to book responsible travel experiences in the destination
Build stakeholder network and new alliances across the travel industry to increase trade partnerships and new business
Promote products to respond to consumer demand for responsible, sustainable, and regenerative tourism.
Results
“Our team greatly appreciates all the effort GLP has done for this project and for what you continue to do for this campaign. You’ve shed light on sustainable tourism and given voice to communities that are oftentimes overlooked by not just the mainstream traveler but Thais alike.”
Short-list of media placements
