This article is part of a Spotlight series on how brands can connect better with Thai consumers as the domestic market becomes the main market in times of COVID-19. Read more
There are lots of mitigating factors on how best to entice Thai consumers to travel domestically.
The usual marketing strategies range from staying top-of-mind (share-of-voice equating to share of market) and personalised media targeting wrapped in a “Discover Thailand” message.
None of these are wrong, but the key in a COVID-19 impacted economy is to re-adjust marketing strategies on tangible value exchanges that are grounded on fiscal...