Reimagine Thailand

The challenge

With data revealing that Thailand was a primary consideration among younger, budget-conscious, South Africans, MSL was tasked with re-positioning the destination within the luxury travel space, driving travel consideration among HNW audiences. In addition, content created over the duration of the campaign had to position the Tourism Authority of Thailand (TAT) as a leader in safe travel in a COVID-conscious world.

The solution

Launching in August 2021, our communication strategy involved editorial generation and placement (unpaid), supported by direct activations and influencer relations across social channels.

Our approach

Taking an integrated approach to this campaign, we executed the following:

Crafted issues-driven editorial content (angles identified via NewsWhip and the MSL NewsDesk).
Hosted media/influencer events (focusing on Thailand’s unique culinary aspects – interactive cooking with renowned chefs).
Due to COVID19-related flight restrictions, we used MSL fluency to engage prominent local influencers, encouraging them to reminiscence and reshare content from their past Thailand trips in an effort to revive the hype around visiting the country.
Regular Thailand-themed strategic product drops (each showcasing a unique aspect of the country) – to national Tier 1 leisure and travel journalists and key influencers.

We also facilitated 2 media and influencer trips to Thailand as part of the influencer component of this campaign. These included:

A 5-day luxury trip (March 2022) – MSL hosted Prestige magazine, and macro influencers Amanda du Pont and Kay Yarms on an activity-fueled visit to the country (all aspects were themed around a luxury experience).
A 6-day trip (May 2022) for influential couple, Rego and Dise (@Regodise) who were treated to a luxurious romantic adventure in Thailand.