Thai Airways

Co-branded Campaign – Service Launch

 

Background:

This campaign marked the launch of Thai Airways’ Premium Economy class on flights originating from New York’s JFK, the campaign involved communicating the brand and its new product to five different multicultural markets in the United States.
It was also promoting the Business Class segment and the airline’s new aircraft additions to their fleet in order to service the newly launched JFK-BKK 
(NYC-Bangkok) route across all markets nationwide.

 

Challenge:

Developing new creative strategy, manage two clients on a co-branded promotion, and provide art direction for branding and communication campaign to promote major milestones for the National Carrier of Thailand.

 

Process:

Articulate the opportunity >> define the storytelling platform >> shape the experience bringing it to life.

 

Solution:

A co-branded Print, OOH, and geo-targeted digital campaigns, celebrating the Tourism Authority of Thailand’s “Amazing Thailand” global campaign and Thai Airways’ new service launch in the United States were rolled out to highlight the milestones. Then an additional creative poster campaign targeting spas & health clubs in the Tri-state area was implemented to promote Thailand as a new sophisticated getaway destination for the holiday traveling season.
That effort was then followed with a digital display campaign promoting the diversity of unique activities that are available for the visitor of Thailand.