Still good to fly THAI
Re: "THAI is wasting its 'amazing' potential", Letters, 1 January 1.
In reference to this letter, THAI is always open to constructive and thoughtful questions and suggestions.
The end of 2011 was indeed tragic as major industries were heavily affected by the floods, which negatively affected Thailand’s tourism industry. Even as THAI joined the Tourism Authority of Thailand to convey messages to the world that Thailand was still very much open for visitors, some countries issued travel warnings, which shook people’s confidence in Thailand. The result was an 18 per cent drop in visitors, according to the TAT.
Regarding clever promotions and campaigns to lure visitors back to Thailand, of course, travel-related businesses including THAI have been diligently promoting special offers and tour packages. However, THAI deemed that during the crisis, marketing campaigns were inappropriate, as the immediate need of the Thai people was compassion and humanitarian support. THAI’s support to the welfare of those in need can be seen throughout the crisis.
Mentioned in the letter was the “I fly THAI” campaign, which was created from our core concept to put focus on the consumer’s voice, rather than the airline’s voice, on the reasons why the customer flies THAI. I Fly THAI is not a corporate slogan, as “Smooth as silk” is still our corporate tagline, which represents THAI’s character and image. The “I Fly THAI” marketing campaign of 2011 will be phased out when we have a new marketing campaign in 2012.
Looking forward, during 2012 THAI will complete its largest ever aircraft acquisition, including the flagship Airbus 380, and upgrading of current aircraft. The expanded THAI fleet will enable network expansion on a competitive level with all major full-service and regional carriers. However, given the ongoing economic uncertainty in Europe and the United States, THAI’s strategy will be one of cautious optimism.
To this end, I thank you for the opportunity to clarify, and would like to ask humbly that future suggestions for THAI be reviewed in advance of publication.
Sunathee Isvarphornchai
Vice President, Corporate Communications, THAI Airways
