A new advertising campaign has been launched in 10 Southeast Asian countries, promoting holidays in Thailand and other destinations.
Taiwan News reports that the campaign aims to attract holidaymakers in the UK and North America into taking long haul flights to key destinations, and will also target the closer markets of India, Australia and Hong Kong.
The campaign’s slogan is ‘Southeast Asia: feel the warmth,’ and it will emphasise the hospitality and climate in the participating countries of Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam, as well as promoting the unique attractions and experiences each destination has to offer.
Unveiling the tourism campaign at the ASEAN Tourism Forum, Brunei’s Minister of Industry and Primary Resources Pehin Dato Yahya explained that the initiative had been built on four principles:
“First, the fact that ‘Southeast Asia’ has greater recognition in international source markets than ‘ASEAN’. Second, the trust that online consumers now put in meta-search tools and user-generated content. Third, the importance of authenticity and ‘warmth’ in travelers’ decision making processes. And fourth, the tremendous opportunities that Southeast Asia offers to visitors who are interested in exploring niche themes such as culture, adventure, shopping, ecotourism, island holidays, train travel, spa, culinary experiences, river and sea cruises, and much more.”
Project Director at ASEAN Competitiveness Enhancement (ACE), R J Gurley stated: “We are particularly excited about the boost in demand our theme-based approach to content will bring to niche-focused small and medium-sized tourism enterprises throughout ASEAN.”