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'Amazing Thailand' needs to update brand


Published on Feb 22, 2011

Thailand's long-running tourism brand, "Amazing Thailand," needs to change, according to David Keen, CEO of KEEN, a Bangkok-based global branding agency.

Addressing the PATA Thailand Chapter AGM on 16 February in Bangkok, Keen cited dynamic campaigns such as "Inspired by Iceland," "Incredible India," "100% Pure New Zealand," "I Love NY," "Egypt – Where It All Begins," and Queensland's "Island Caretaker - Best Job in the World" as other high-profile and effective branding campaigns.

"Amazing Thailand has been eclipsed and is now out of date compared to other destination brands that are changing all the time," said Keen. "The current 'Amazing' campaign doesn't reflect the future of Thailand. It is also driving [tourism] prices down. 'Amazing' is now a misunderstood brand in the international market," he added.

Keen told the PATA event that Thailand has to face up to the challenge of rebranding and updating its image.

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