The Tourism Authority of Thailand (TAT) Dubai Office has found a unique way to publicise the Thai way and build brand loyalty for Amazing Thailand during the age of COVID-19 via social media platforms “Hala Thailand”.
“Thailand Virtually” is the initiative of TAT-Dubai where we received contents from tourism partners in Thailand to create 13 video clips presenting the Thai way across four themes. Published via Facebook and Instagram platform “Hala Thailand” from 9 April 2020, it has provided followers with the opportunity to experience the Thainess when practising social distancing in which they can follow from home.
The virtual project was followed by the “Stay Home and Enjoy Thai Delicacies Online Tactical Marketing Campaign” from 13 April to 22 May 2020, which was at the same time with the most sacred month for Muslim “Ramadan” emphasising the spirit of sharing to the local community. It invited Emirati citizens and residents of Dubai to follow, like, comment, or post on Facebook and Instagram, and tag their friends. From that, five winners each day to receive the ‘Thai Food Set’ award from Thai restaurant of the week in Dubai (valued at approximately 200 AED each) and delivered directly to their homes.
The two activities went hand in hand to promote awareness about Thailand during the Dubai government’s curfew. Both campaigns conclusively showed concern during the global pandemic and spread joy throughout the communities through Thai food with people sheltering in place. It helped boost social media engagement and increase the number of potential tourists for the post-COVID-19 period.