The Tourism Authority of Thailand (TAT) kicked off a national campaign developed by Leo Burnett Thailand with the aim to motivate Thai citizens to resume domestic travelling - following the recent political turmoil in the country.   

Titled “Hug Thailand”, the campaign will be running across TV and print, reaching an estimated 40 million people across 76 provinces in Thailand.  

Speaking about the concept behind the campaign, Keeratie Chaimoungkalo, Executive Creative Director, Leo Burnett Thailand said, “The recent unrest has left grievances and pain in the hearts of Thai citizens. The idea is that, whatever that has happened, Thailand is always there to ‘comfort’ us and it is only us that can ‘comfort’ the country.”

Elaborating on the creative idea, Keeratie continued,” We used the act of ‘hugging’ as a metaphor of encouragement for Thais to cherish and heal the country through resuming their domestic travels. The genuine, relaxing tone and manner of the campaign is intended to put smiles back on people’s faces.”

The 60-second TV spot captured the essence of the beauty of Thailand, combined it with a lighthearted voice over encouraging people to ‘hug’ these elements and Thailand, as well as let Thailand ‘hug’ you. 

Currently, domestic tourism accounts for around 40 percent of the total tourism revenue for Thailand. 

CREDITS

Client: Tourism Authority of Thailand 


Brief: To motivate Thai citizens to resume domestic travelling after the politicalturmoil from the last few months. 

Creative agency: Leo Burnett / Arc Worldwide Thailand  

ECD: Keeratie Chaimoungkalo


Art director: Pipat Uraporn


Writer: Denchai Kheereeluk


Planner: Praphalrat Tongsiri

Client Servicing: Anocha Luksanasut, Samira Thancharoenkit, Peraya Sansaneesoontorn

Media agency: Starcom

Media planner: Surakit Danusathienpong


Production house: Mucky Muck


Director/Photographer: Anuphap Phongnametta