Thai Airways
Service providers

Image Campaign

Present situation:
Much airline advertising is still reduced exclusively to the technical aspects of the product. However, the battle of the features produces increasing interchangeability of the services offered, from which only a handful of particularly innovative airlines can break free. In the competition among South-East Asian carriers, Thai Airways occupies a mid-range position as far as comfort features and price are concerned.

Target Group:
Consumers

Task:
To make Thai Airways the consumer’s first choice carrier for South-East Asia, offering a unique added value feature that has nothing to do with technical features.

Solution:
Credibly communicate the soft factors that typify both Thailand and – first and foremost – the national carrier, Thai Airways: service, friendliness, well-being, superb cuisine and of course the smile that comes from the heart. The advert design deliberately dispensed with depictions of the technical side of the product. Instead of seat angles, on-board video and entertainment programmes, the adverts visualised the feeling that the consumer will experience on board. Focusing on the keywords relaxation, service and well-being, they represent situations that are positive in the consumer’s mind: a couple on a dream holiday with a beautiful sandy beach to themselves, relaxing in the spa, a candle light dinner, etc.


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