Land Of Trials: Brand Thailand In Crisis

Is there a limit to a price worth to pay to achieve a political goal? Obviously not. As it’s doomsday again in Thailand. The “Land of Smiles” has become the “Land of Trials.” That’s how a leading marketing and branding consultant in Bangkok sees the kingdom today. “People generally see Thailand as not really that developed they thought it is. Things are still quite unsettled here.”

Brand Thailand suffers. We here know better. It’s all about perception. Life is no different under emergency law. Luckily people got short memories. In the past it took over a year to get over the tsunami. After the 2006 coup it took about half a year. While Thailand has slowly but steadily established a reputation as the nation of constant trials and tribulations.

Says the CEO of a leading marketing house in Bangkok who prefers to remain anonymous: “Beneath Thailand’s veil of internationalism, modernity and developed society lies a great polarization. With a heavy price to pay for it now. The country loses millions, not to mention the business.”

Just take the stock market’s capitalization losses. Political uncertainty whipped off nearly 1.5 trillion baht this year, reports the Stock Exchange of Thailand SET. That could finance quite a political movement.

You’d expect Thailand’s tourism minister and tourism authority to at least quickly address the outside world to at least lessen the damage. Thais have become masters of damage control. On the contrary. Thailand’s tourism body is expected to slash global marketing spend as the country’s international image is battered by its descent into crisis.

“Tourism Thailand is believed to be engaged in a “hectic” scenario planning initiative to best assess how much of the estimated US$10 million annual budget will remain in play,” reports Brand Republic.

Still, plans are drawn up for a marketing campaign to restore the country’s image once the crisis has died down. “From our point of view it’s very difficult,” Mark Ingrouille is quoted as saying, CEO of advertising agency McCann Worldgroup Thailand.

Quite a job after the financial crisis of 1997, the bird flu, SARS, the tsunami, coup d’état of 2006 and 2008 political crisis.

Forgot any?

Now, what marketing campaign to come up with to counter all that. “Thailand – never a dull moment.” Or: “Thailand, real-time adventure guaranteed.”

Or: “Thailand. For once in your lifetime, make the news.”