CHIC by Thailand – the second chapter

The Tourism Authority of Thailand (TAT) London prepares to unveil the second chapter of CHIC by Thailand and this time with a new and gorgeously green twist! September 2006 marked the beginning of a new and bold marketing campaign for the tourist board highlighting all that is new and cosmopolitan in Thailand.

Strong emphasis was placed on the important fact that Thailand is affordable CHIC and remains a popular all year round tourist destination with high quality, value-for-money, products and services.

The response to the CHIC by Thailand campaign exceeded TAT’s expectations and the tourist board were thrilled to see that the CHIC message has been extremely well received by industry and consumers alike.

Tamara Diethelm, Kuoni’s Product Manager for the Far East believes “CHIC by Thailand has generated a great level of enthusiasm in the industry. The first brochure is an exciting display of design but most importantly offers good information and showcases some excellent hotels. Kuoni is fortunate to work with a country which offers cutting edge design and 5* service and we feel this was displayed in the first brochure. I am excited to see the new CHIC by Thailand coming out - it reflects a growing demand in the market for boutique, unique and off the beaten track products, a trend that we have noticed and embraced with some of the new products in our programme.”

A number of Thailand’s trade partners have embraced the CHIC concept and have created their own dedicated CHIC by Thailand brochures to compliment TAT’s campaign thus strengthening the message and increasing the number, and quality, of visitors to Thailand.

Tessa Williams, Product Manager at Turquoise Holidays says “The first CHIC by Thailand brochure was very well received within the industry and it was an effective tool for raising the profile of Thailand as a CHIC lifestyle destination. As a company who specialise in CHIC, discerning products and since the launch of our dedicated Asia brochure, we have seen a strong demand from consumers seeking this kind of experience in Thailand - our clients are looking for anything from the latest restaurants and hotspots in Bangkok to a CHIC retreat on one of Thailand's beaches.

“Thailand's innate sense of style and excellent levels of service are particularly well suited to this market and I believe that demand for CHIC by Thailand will only continue to grow. For this reason, I am very much looking forward to the second edition of CHIC by Thailand.”

News travels fast and the CHIC by Thailand message soon went global with Thai publisher Red Mango launching a quarterly brochure CHIC Travel Thailand. TAT’s Head Office in Bangkok also turned CHIC and produced Thailand CHIC Vanity.

Over the past year all marketing plans have encompassed the CHIC by Thailand message from CHIC consumer events and fulfilment brochures, online communications and industry training to joint strategic marketing campaigns with the CHIC’est of Thailand’s tour operators.

TAT has also noticed strong growth in the number of luxury tour operators, counting at least 15 to date, the majority of which have shown great interest in the CHIC by Thailand campaign.

What’s the word for 2007/8?

The second of the CHIC by Thailand brochures will be unveiled at the end of August. The second chapter of CHIC by Thailand will once again treat readers to the latest hot happenings in Bangkok and tease you with the achingly beautiful islands and beaches of the south but will also introduce two new areas of CHIC, easy East and rural North, all of which is brought to you in a not so glossy (as printed on recycled paper!) brochure for your enjoyment.

Most importantly, “CHIC by Thailand is TAT’s first media platform to showcase Thailand’s green credentials. 2007/08 is all about eco-CHIC and Thailand is the perfect setting for an adventure packed, environmentally friendly holiday, from eco activities like hiking and cycling to elephant adoption and volontourism…” says Tanes Petsuwan Director of Tourism Authority of London.

He also states “…the mix of CHIC and eco-tourism uncovers the continued expansion of CHIC, not just in the mainstream, but also in undiscovered pockets of Thailand whilst delivering the important message of caring for our planet and taking note of key environmental issues. Look out for Royal CHIC and the King’s environmental and community based Royal Discovery Initiative programmes”.

Once again CHIC by Thailand will be TAT’s key marketing message over the coming year and CHIC will be emancipated through online communications and joint strategic marketing activities with key trade partners.

Judy Feller, Communications and Marketing Manager, UK and Ireland of Thai Airways (TG) International Pcl believes TAT’s CHIC message fits well with the TG product “The CHIC experience begins when you board Thai Airways superb purple tailed aircraft, it continues when you arrive at Suvarnabhumi Airport and take your first glimpse of the ultra modern steel exterior. No doubt you will be reluctant to leave Thailand when your trip comes to an end but you will return with your head, and hopefully your camera, full of CHIC images that will alter your perception…and you will be Chic 2.”

Eco-CHIC will also have a strong presence in many campaigns, already in place for 2007 are brochures made from recycled paper, eco-CHIC pens (made from 100% recycled games consoles) and TAT’s stand at WTM 2007 will be made completely from recycled materials! Look out for this year’s must have too – TAT’s very own recycled designer ‘I’m eco CHIC’ bag.

The future of CHIC

Looking ahead and based on the success of the first, and much anticipated second CHIC by Thailand brochure, the CHIC marketing campaign is set to continue in 2008/09, once again incorporating new themes, highlighting key issues and bringing you the latest in what’s new, where’s to be seen and how to be green.

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