Thai Airways
Service providers

Tactical Advertising Campaign

Present situation:
The South-East Asian tourism business remains seasonal. The high season comes sometime between September and March, the exact time depending on the region. Achieving steady capacity utilisation throughout the year is one of the principle marketing tasks for any company involved in the South-East Asian business.
Running that kind of forward demand regulation and communicating it in good time is especially important for Thai Airways which these days operates 17 flights per week just on the Germany-Bangkok route.

Target Group:
- Agents
- Consumers

Task:
Increase low season seat occupancy by encouraging agents to push sales and by increasing consumer demand.
Two types of advert developed:
1.Tactical adverts directed at consumers, clearly communicating the attractive ticket price without detracting from the quality of the product.
2. Adverts addressed to travel agents. A booking competition will encourage agents to recommend Thai Airways. These adverts were also to introduce the new brand image, but without losing the familiar visual manifestation.

Solution:
Two new types of advert were designed on the basis of the new brand image. Traditional design features such as the silky gold back-ground and the slogan “smooth as silk” were deliberately interwoven with the new design. The design harmoniously combines the current images with the information on the silk background. The advert is absolutely clearly shown to be from Thai Airways by the logo band and the logo itself – fly Thai!


  print casestudy         print all casestudies