Thailand needs to change its brand image

Thailand's 'Amazing Thailand' campaign is no longer fresh in the international marketplace and the brand, launched in 1997, needs to change.

According to David Keen, Chief Executive of Bangkok based global branding agency Keen, dynamic campaigns such as 'Inspired by Iceland', 'Incredible India', '100% Pure New Zealand', 'I Love NY', 'Egypt ï¾ Where It All Begins', and Queensland's 'Island Caretaker - Best Job in the World' are brilliant branding campaigns.

Addressing the recent Pacific Asia Travel Association Thailand Chapter AGM Keen explained "Amazing Thailand has been eclipsed and is now out of date compared to other destination brands that are changing all the time.

"The current 'Amazing' campaign doesn't reflect the future of Thailand. It is also driving [tourism] prices down. 'Amazing' is now a misunderstood brand in the international market."

Keen told the PATA Thailand Chapter, a voluntary not-for-profit membership organisation that supports the responsible development of tourism in Thailand, that Thailand has to face up to the challenge, adding "the branding of Thailand and Thai institutions should be done in Thailand. It should be done with multi-dimensional thought and the interests of the Thai people at heart.

"We have a responsibility to define ourselves with truth. We cannot let people misconstrue our country, our people and values."

Commenting on the presentation, PATA Thailand Chapter Chairman, Bert van Walbeek, stated "inspirational branding is of paramount importance for a country's success in tourism and business. Thailand needs to be at the forefront of people's minds in a positive way. We can't rest on past triumphs."

Keen told the audience that a successful brand encapsulates the soul, spirit and aspirations of a people as well as vital aspects of a country such as its attractions, charm, history, music, language and culture, adding "when creating a successful brand, the forces that are at stake are considerable. The aim is to get to the core and represent it truthfully."

There was an additional cautionary note for Thailand, which has experienced political instability for five years.

"When the quality of a brand drops, the quality of the tourists that visit your country also drops," Keen concluded, "it is Thailand's responsibility to uphold and keep up its brand. Otherwise it will find itself in a downward spiral."

For more information email: pata@asiaaccess.net.th, www.pata-thailand.org