The Tourism Authority of Thailand's mandate is to promote Thailand's tourism industry. One of their key objective for 2018 is to increase influence across the millennial and female NZ markets and drive a strong social media strategy across the region. Key to the organisations goals is lifting the brand awareness, desired destination and positioning Thailand as the preferred travel destination of choice.
CHALLENGE
The Tourism Authority of Thailand has a stable marketing presence in Australia but had little activity in New Zealand. Disruptive Unicorns have now built a marketing strategy for New Zealand including Influencer Marketing which is a technique that has never been adopted by the organisation before.
OUTCOME
Our team selected a dynamic influencer - Danielle “Dani” Robinson -from a pool of New Zealand social media influencers. Dani was a great fit as she had audiences who's interests matched one of the Tourism Authority of Thailand’s core niche markets - Sports and Wellness. Dani set off on a trip to Bangkok and Phuket to join the Thailand Marathon with the goal of showcasing the country as a top destination for New Zealander to visit and travel, specifically those interested in sports and wellness activities. Through her powerful social media presence and content coupled with a brilliantly written and beautifully presented blog post she provided clear messaging that communicated the campaign goal.
RESULTS
An overall reach of 130K on Instagram and an organic reach of 16.9K on Facebook.
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