Has the Tourism Authority of Thailand been taken over by savvy artisans who understand how to promote the national image?
In a campaign targeting domestic travelers, a matronly, monotone voice that sounds out of an old documentary film breaks down all the Thai things to do, eat, visit, see and buy in this land of Thais.
“Have Thai breakfast. Eat Thai sausage, Thai poached egg, Thai pancake, and stop … pay respect to Thai national anthem … then go eat Pad Thai and Thai fried frog.” the voice instructs over a blitzkrieg of fast cuts illustrating the sublime, strange and happily familiar things to be discovered on holiday.”
Just about every cool thing about Thailand gets its moment: beautiful beaches, mountains, food, faces and more to leave us feeling awesome about our home, whether first or second. It’s like they finally figured out what’s so “amazing” about Thailand.
It’s a big and welcome departure from promoting the country’s virtues by making up tales to plant in local media via manufactured “viral” videos. Late last year the crisis-battered authority was forced to admit it had paid for the production of “I Hate Thailand” after being called out on it, and after most every media outlet reported its contents as a factual news story.
One can hope whoever was behind this new promo will be allowed to do the same for promoting the national image abroad, as this approach is certain to go over better than making more stuff up, promoting martial law and appealing to negative body image.
Related:
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