Thailand goes for niche marketing in 2018

Discover the “new shades” of this popular destination
Tourism Authority of Thailand (TAT) unveiled its 2018 marketing plan on Monday, aiming to make the country better known as a preferred destination with targeted niche marketing.
“Clearly the age of mass marketing is over. The future lies in sharply focused marketing campaigns, which can deliver measurable results,” Yuthasak Supasorn, TAT governor, said.
“These will help us maintain a strong brand presence, improve the efficiency of our marketing spend, address the seasonality factor, decongest popular destinations and establish closer cooperation with potential partners that include many industry businesses and local communities who can contribute to the success of our objectives.”
The international marketing strategy, to be rolled out over 12 months from October, targets customers worldwide ranging from first-timers to repeaters, senior citizens to sports enthusiasts.
TAT says it will also emphasise niche markets such as weddings and honeymoons, female travellers and gastronomy, as well as continue to create a brand image as a luxury destination.
TAT will continue to use Amazing Thailand for its international marketing with the Discover Amazing Stories in Amazing Thailand tagline, but will change the angle slightly with the new concept Open to the New Shades of Thailand to give more depth in presenting Thailand’s diversity.
TTG Asia