Thailand Offers a ‘Meaningful Relationship’ in New Tourism Campaign

“When we pitched this project, we knew we weren’t just competing against other agencies; we were up against other countries in the game of capturing love.”



The Tourism Authority of Thailand


BBDO Bangkok


The Tourism Authority of Thailand (TAT) has partnered with creative agency BBDO Bangkok for the “Meaningful Relationship” campaign at the World Travel Market (WTM) 2023 in London. The audacious campaign aims to position Thailand as the ultimate destination for sustainable tourism, with a bold target of enticing a whopping 947,000 visitors from the UK by the end of 2024.

“Our ‘Meaningful Relationship’ film is an integral part of our latest communication campaign, designed to ignite wanderlust in globetrotters worldwide,” said Nithee Seeprae, TAT Deputy Governor for Marketing Communications.

“We want every traveler to indulge in meaningful connections with every aspect of Thailand, be it the locals, the communities, nature, or unforgettable, one-of-a-kind experiences.”


The campaign features a three-and-a-half-minute film “I Have a Relationship in Thailand,” crafted by Cannes Lions award-winning Thai director, Thay Littichai that focuses on shifting the spotlight from brief encounters to enduring bonds with the country.

As the narrative in the film unfolds, it introduces a cast of characters who reveal their deep bond with Thailand. “Moving beyond the typical tourist experience, this tale unveils the truth that relationships forged in Thailand are far from brief affairs; they are profound, enduring, and immensely enriching experiences,” BBDO Bangkok said in a release.

Thasorn Boonyanate, Chief Creative Officer at BBDO Bangkok added, “When we pitched this project, we knew we weren’t just competing against other agencies; we were up against other countries in the game of capturing love.


If travel is a passionate affair, then Thailand is the long-term partner who offers affectionate warmth from the sun, peace with the serene embrace of the sea, and the strenght and support of the mountains. We have unwavering confidence that this campaign will play a pivotal role in seducing tourists to fall head over heels for Thailand.”

Image via YouTube

Image via YouTube

Image via YouTube


Agency Credit: BBDO Bangkok
Chief Executive Officer: Somkiat Larptanunchaiwong
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Rook Floro
Creative Group Head: Supalerk Silarangsri
Art Director: Narakorn Puechngen / Todsapon Sripuvatanik
Senior Copywriter: Greepol Boonsrangsom
Project Manager: Thananya Tagoporn
Agency Producer: Toungrak Jiravatanarungsri
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Senior Strategic Planning Manager: Chanapa Kongvaranont
Strategic Planning Manager: Praewpakorn Chumsai Na Ayudhaya
Strategic Planner: Sirintra Ngamviriyapong / Siraphat Ngewseeda
Group Business Director: Taksina Vasaruchapong
Group Account Director: Mira Komolwanich
Account Manager: Pornchanok Wuttitanakorn

Production House: Unboxnow
Director: Littichai Siriprasitpong
Assistant Director: Kritsamas Ualapun
Executive Producer: Arunwan So
Producer: Sirada Rattanasetthavorn
Production Manager: Nattawan Luangmettakul
PA: Nipaporn Horpisut, Luksawan Kayee, Piyarat Thongbainoi
Director of Photography: Brett Daniel Wegener
1st Assistant Camera: Surisak Somrit
2nd Assistant Camera: Thanawut Chimmatcha
Lighting & Grip Equipment: Gearhead Co.,Ltd
Editor: Jinnaphat Thammasan
Colorist: Chaitawat Thrisansri
Post House: Mini P,
Post Producer: Eakkasit Prachayapinanth
Music Composer: Chaibovon Seelukwa
Sound Mixing Company: Cinedigital Sound Studio
Sound Mixer: Wuthichai Karnchanaka


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