Romantic thailand
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The document discusses Japan's tourism history with Thailand and provides recommendations for rebranding Thailand's image to Japanese tourists. It outlines Japan's ban on overseas travel that ended in 1964 and tourism numbers that increased steadily until political crises. It recommends focusing marketing on Thailand's smiles, fun, and warmth to appeal to romantic sensibilities. Specific recommendations include TV ads featuring Japanese celebrity couples, press conferences, road shows, and promotions to attract repeat visitors.
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Romantic thailand
- 1. Rebranding Thailand Chanatip Mungcharoenwong 5145318628 Parada Sritaragul 5145356428 Patarasuda Niruktisart 5145368028 Yosvadee Ketoun 5145372428 Supapit Saikaew 5145403228
- 2. OVERVIEW Overview • History of Japan’s tourism with Thailand • Body, Soul, and Conscience • Recommendations
- 3. History of Japan’s tourism with Thailand
- 4. History •Japanese government had prohibited their citizens from traveling abroad for pleasure. 1964
- 5. History The ban ended. 1964
- 6. History JAPANESE TOURIST ARRIVALS TO JANUARY - DECEMBER Year Number of tourists 1997 965,454 1998 986,264 1999 1,071,482 Tom Yam Koong Crisis 2000 1,206,549 1964 1997
- 7. History Asian Product Trends 1964 1997 2001
- 8. History 1,311,987 people 1964 1997 2001 2006
- 9. History Bangkok Phuket Ayutthaya Chiangmai Pattaya 1964 1997 2001 2006
- 10. History Two-way Tourism YOKOSO! Visit The Japan World 1964 1997 2001 2006 2010
- 11. History 1964 1997 2001 2006 2010
- 12. History 2010 Political Crisis
- 13. Japanese Tourists • quality tourists • high purchasing power • well-behaved • look for quality
- 15. Previous Campaigns “Japanese Love Thais”
- 16. Previous Campaigns “Visit Thailand”
- 17. Previous Campaigns “Find Your Soulmate”
- 18. Previous Campaigns “Amazing Thailand, Amazing Value”
- 20. Body • Tangible or physical properties of the product
- 33. Soul • “Amazing Thailand, Amazing Value” • Emphasis on: – Smiles – Fun – Joy
- 34. SMILE • Happy- Chan as the current mascot • Land of Smile • Warmth and kindness
- 35. Fun FUN
- 36. JOY • The best way to relax
- 37. Conscience • “Amazing Thailand Amazing Value”
- 38. “Value” signifies: • Thailand’s tradition and culture • Warm hospitality • Cost-effectiveness
- 39. “I feel warm and welcomed by the hotel reception and even more satisfied by the good quality of the room service.” - Daniel Sabushi Hashima, 36 “Thailand’s a great place for quality shopping. There‘s a variety of products to choose from.” - Sei Fukami, 28
- 41. Target Market • Couple and lovers • Aged 24+ • Middle to high income • At least High school educated • Open minded • Seek for a place to be together
- 51. Recommendations
- 52. Television Commercial • Use TV Soap Opera • Emphasize Romantic senses of travelling in Thailand • 7 famous attractive places • TVC : mini TV series like + in the subway • 3 couples of Japanese actors and actresses • Media release • Billboards
- 53. Television Commercial • Emphasize Romantic senses of travelling in Thailand • 7 famous attractive places • TVC : mini TV series like + in the subway • Media release • Billboards
- 54. Television Commercial • 3 couples of Japanese actors and actresses Senior • Nakahara Takeo • Fukaura Kanako
- 55. Television Commercial • 3 couples of Japanese actors and actresses Mid 30s • Kimura Takuya • Shinohara Ryoko
- 56. Television Commercial • 3 couples of Japanese actors and actresses Mid 20s • Yamashita Tomohisa • Kitagawa Keiko
- 57. Press Conference • Hold both in Japan and in Thailand • Press release sent prior to the press conference • The Tourism Authority of Thailand’s governor, Mr. Suraphon Svetasreni invited • Interview campaign presenters
- 58. Road Show • To Hiroshima, Nagoya and Sendai Japan. • Media briefings and taking Thai tour operators to meet with their counterparts in pre- and post-trade shows.
- 59. Trade Show • JATA World Tourism Congress & Travel Fair 2010 in Tokyo, Japan during the 24th -26th of September. • Disseminate information more thoroughly and extensively
- 63. Sales Promotion • limited choice of tour packages for Japanese tourists • the conventional route • effective in inviting fresh visitors to Thailand, but not effective in inviting repeaters.
- 64. • important commodity for many Japanese people • Visa cardholders will enjoy attractive promotions
- 66. Tour Packages • Introduce 7 new destinations • Original yet affordable – E.g. Ampawa • Heavy promotion during GOLDEN WEEK