CASE STUDY
Repositioning for Sustainable and Community-Based Tourism (Thailand)
Destination repositioning for sustainable tourism with strategic storytelling and content marketing campaign.
Campaign Highlights
COMMUNITY TOURISM
Our storytelling highlighted community tourism initiatives while repositioning Thailand as a sustainable destination.
RESILIENCE
Our content showcased the resiliency of the community during the pandemic.
AWARD-WINNING STORY
The campaign had highly successful media coverage and distribution with award-winning film.
Details
Partner: Tourism Authority of Thailand (TAT)
Location: Ban Rai Kong Khing and Ban Talae Nok, Thailand
Key Themes: Community Tourism | Health and Wellness | Wildlife
CHALLENGE:
In 2020, the Tourism Authority of Thailand sought GLP’s services to reposition as a sustainable destination, using a strategic content marketing campaign to add value to their brand. The focus was on individuals who are creating change within Thailand, with GLP developing a brand positioning strategy and content plan with storytelling as its main pillar.
SOLUTION:
Sharing stories is ingrained in Thai culture and, by encouraging this natural affinity to be at the center of their tourism marketing, our collaboration was an organic and productive one. Specific experts in Thai experiential tourism, in the wellness, community, and elephant tourism sectors, were identified as leading proponents and ideal conveyors of a sustainable tourism message in Thailand. This consumer and trade marketing campaign was a complete package, using strategic digital video content, professional photography, and written articles, targeted at the travel media, influencers and social media outlets.
GLP identified local characters and developed compelling stories around communities that are inherently committed to sustainable tourism, not only for their region but for Thailand as a whole.
Key Goals
HELP THAILAND REBRAND AND REPOSITION FOR SUSTAINABLE TOURISM.
HELP THAILAND’S COMMITMENT TO SUSTAINABILITY THROUGH A COMPREHENSIVE CONTENT STRATEGY, STORYTELLING, AND DISTRIBUTION CAMPAIGN.
GIVE TRAVELERS INSPIRATION AND TOOLS TO BOOK RESPONSIBLE TRAVEL EXPERIENCES IN THAILAND.
BUILD A STAKEHOLDER NETWORK AND NEW ALLIANCES ACROSS THE TRAVEL INDUSTRY TO INCREASE TRADE PARTNERSHIPS AND NEW BUSINESS.
PROMTE PRODUCTS TO RESPOND TO CONSUMER DEMAND FOR RESPONSIBLE, SUSTAINABLE, AND REGENERATIVE TOURISM.
Video Storytelling
TRAILER
Unique landscapes, quiet natural beauty and solitary islands. Welcoming communities and a generosity of spirit. A tradition of mindfulness and wellness practices passed down through the generations. These are the roots of Thailand’s sustainable future.
SUSTAINABLE COMMUNITY-BASED TOURISM IN THAILAND
Travel provides a unique opportunity to learn and experience new things. One the best and most sustainable ways to travel is by slowing down and connecting with the place and the people who live there. Community-based travel and homestays provide a meaningful way to immerse yourself in your travel experience, enjoy a true cultural exchange and directly support local economies. You can participate in hands-on activities like authentic farm-to-table cooking, learning traditional crafts, conservation projects or just relaxing as part of the community. The memories you take home will be the best souvenirs.
Impact
“Our team greatly appreciates all the effort GLP has done for this project and for what you continue to do for this campaign. You’ve shed light on sustainable tourism and given voice to communities that are oftentimes overlooked by not just the mainstream traveler but Thais alike.”
Media Coverage
