The following is a promotional video made by the Tourism Authority of Thailand:
First of all I would like to say that they have done a fantastic job in show casing Thailand in 8 minutes! Now I will analyse the marketing strategy of the Tourism Authority of Thailand.
Thailand is the product that they are trying to sell! But how can they sell something so massive, so complex, and intangible? Since it would be impossible to make a promotional video which puts together everything that Thailand has to offer, therefore they have to create a theme and concentrate on it. Looking at the video, I think they are trying to concentrate on the cultural aspect of Thailand and her natural beauty. Most part of the video consists of beautiful sceneries: mountains, beaches and historical monuments.
Looking at the actors and actresses in the video it is very likely that the target market would be North American and European tourists aged 20 and above. Choosing to exclude the portrayal of city life, they position Thailand as the perfect place for vacation and retreat from the stressful world – luxurious massage and spa, numerous outdoor activities, and delicious cuisine. This position is enhanced by a few scenes of temples and Buddha statues which suggest tranquility and peace.
The only setback I can comment about this video and the overall marketing campaign is its exposure to the rest of the world, particularly to the intended target market. Living in North America for the past couple of years I expect to see some sort of promotional video for Thailand at least once. All I’ve seen are promotional videos for Malaysia, Hong Kong and South Korea. This is something that the Tourism Authority of Thailand have to look into since these are their main competitors that are getting exposure to the target market when they are not.