How do you launch 13 new trips? By going big.
When we noticed that Thailand was constantly popping up in social content, pop culture, and travel media, we responded by dropping 13 new trips to Thailand—aka The Thailand Collection.
But a new trip drop wasn’t enough… we needed to find a way to spark legitimate interest in traveling to Thailand with EF Ultimate Break. Our objective was to showcase the life-changing, culturally-immersive experiences that happen on our trips to Thailand in a way that both resonated with our audience and showcased why people should travel with us instead of doing it on their own.
TLDR: if we were going to drive interest in The Thailand Collection, we knew it was our responsibility to showcase what traveling to Thailand is really like. So, we went there.
An all-star cast of influencers, Brand Ambassadors, and staff traveled to Thailand, creating content that highlighted Thai culture, once-in-a-lifetime experiences, and emotional moments from the road… in real time.
The Thailand | On Location series enabled our audience to follow our cast on their adventures, watching people they could relate to and connect with take on experiences straight out of Ultimate Break itineraries.
The campaign was supported by blog posts, emails, press outreach, and other tactics that put Thailand in the spotlight. And the result? Interest, and intent, and most importantly… bookings. The combination of relatable creators, immersive content, and engaging support tactics was the secret sauce to driving sustained interest and booking intent throughout the lifetime of the campaign.
On Location received over 9.5M impressions and 280K organic engagements, with an earned media value over $720K. The video series also lead to tangible business results—site traffic to Thailand-specific pages was up 3,035% YoY, and Thailand bookings were up 172% YoY.
awards
Shorty Award
Launch Campaign
Hermes Creative Awards
Use of Social Media
Did I mention the ethical elephant sanctuary?
PSA while I have you here - never touch elephants on your visit! Make sure you’re visiting an ethical sanctuary, like Following Giants in Krabi. 🐘 🐘 🐘