Integrated communication to back TAT marketing with limited budget

The funding reduction resulted from the government’s decision to reallocate some budgets at each ministry and state enterprise to aid flood victims and contribute to flood recovery.
Prakit Piriyakiet, deputy governor for marketing communications, said: “We must spend money wisely for more effective communication and hit the right target.”

He added that the agency would have a marketing budget of about Bt2 billion, the same as this year, for public relations via events and traditional and new media in the New Year.
TAT’s overseas offices will be more cautious on spending, but broadcast, print and out-of-home media will remain the priority means to build awareness in overseas markets.
Sugree Sithivanich, director of advertising and public relations, said that given the limited budget, TAT overseas offices were seeking business partners in each market such as travel agents and airlines to promote Thailand jointly.
Though advertising on international media seems expensive, TAT will continue to support features and reports about Thailand, Sugree said. Upcoming feature stories should be similar to CNN’s “Eye on Thailand”, which was produced in association with PTT Group, the Department of Export Promotion and the Board of Investment of Thailand.
Moreover, the agency will select high-potential events through which it can create a brand image, such as tie-in products in television shows. It will participate in world events including Formula One motor racing, professional soccer in the United Kingdom, and the Thailand Open and Australian Open golf tournaments.

TAT will continue to use celebrity marketing by inviting superstars in key markets such as China, South Korea and Japan to visit Thailand.
Sugree said Yanni, a world-famous pianist and composer from Greece, was considering organising a concert once again next year. The live concert is expected to take place at Sanam Luang with the Grand Palace in the background.

To be well prepared for future crises, TAT has prepared Thailandtourism.com to provide both real-time information and live video reports from cameras installed in key tourism destinations across the country. The agency will also use new media, particularly social media such as Facebook, Twitter, YouTube, Reddit, LinkedIn and StumbleUpon, to target new-generation tourists.
Meanwhile TAT’s marketing information-technology department is developing new mobile applications after the success of the “Amazing Thailand” and “Speak Thai” apps.
With these integrated communication strategies, TAT expects to welcome 19.55 million international tourists and Bt766 billion in receipts in 2012.