An unbranded and uncredited video online, titled “I hate Thailand” was released, using a ‘counter-intuitive’ strategy in order to put Thailand back into the spotlight in tourism industry.
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. The 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.
“I hate Thailand” tapped into this insight to reinforce what makes Thailand special and remind visitors of their unique Thai experience. The interest and attention it drew as a standalone unbranded film amplified its key messages following its reveal as a piece of Tourism Authority of Thailand’s content.
With the media investment of only 30,000 USD, the video gained over 1 million views within 3 days and could capture media’s attention around the world. TAT gained more than 150 earned publications worldwide, and gained over 235 million impressions in USA alone. *
The campaign also succeeded in calling more international tourist arrivals. In January 2015, Thailand welcomed a total of 2.65 million foreign tourists and generated about 120 billion Baht in revenue, representing a year-on-year increase of 15.9% and 12.7%, respectively. It’s the fourth straight month on the rise.**
**Statistics of international tourist arrivals, Ministry of Tourism and Sports