In the latest global campaign for Tourism Authority of Thailand (TAT) developed by Leo Burnett, the unique ways of the Thai people takes center stage. The campaign “It Begins with the People” builds on the “Amazing Thailand” core brand to promote Thailand tourism globally. 

Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions. TAT’s studies show that the one thing that Thailand has always stand head and shoulders above its keenest competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors’ experience to Thailand ‘amazing’ and memorable. 

The “It Begins with the People” campaign taps into this insight to bring to life what makes Thailand special and remind visitors of their unique Thai experience. Running across worldwide cable channels including CNN, AXN as well as online (YouTube), the campaign will feature three 60-second TV spots “The way we see the world”, “The way we live” and “The way we create” with 30-second versions of each. 

Five versions of print advertisements will also be adapted for different markets globally. Leo Burnett Thailand is the original creator of the “Amazing Thailand” branding to promote Thailand in the international markets back in 1998. This campaign marks the return of the business to the agency after 12 years and follows a competitive pitch with McCann Worldgroup and JWT earlier this year.