An unbranded video online, titled “I hate Thailand” was released, using a ‘counter-intuitive’ strategy to put Thailand back into the spotlight in tourism industry.

Faced with falling numbers in repeat visitors, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous attractions. The studies show the one thing Thailand has always stand head and shoulders above its competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors’ experience to Thailand ‘amazing’.

The film was launched only on YouTube and uploaded by one anonymous user to keep it unbranded. The only paid media was ‘suggested view’ when user’s keyword search matched our pre-set keywords to avoid being perceived as a commercial.

The interest it drew as an unbranded film amplified its key messages following its reveal as a piece of TAT content. The revelation created headlines internationally which accounted for uncountable media value and this drove the online interest even further.

With 30,000 USD media investment, the film gained over 1 million views within 3 days. It generated more than 350,000 Facebook and 3,000 twitter organic shares worldwide. TAT gained more than 150 earned publications, such as the Telegraph, AP, AOL, and gained over 235 million impressions in USA alone. At the end of first quarter 2015, the number of international tourist arrivals gained 17.69% increase compared to the same period last year.

This online film was uploaded on YouTube by one anonymous user to keep it unbranded. The only paid media is ‘suggested view’ when user’s keyword search matched our pre-set keywords to avoid being perceived as a commercial. Only 3 days after launch, the viewership went up to over 1 million. The media support was only 30,000 USD in 1 month.

The interest it drew as an unbranded film amplified its key messages following its reveal as a piece of TAT content. The revelation created headlines internationally which accounted for uncountable media value and this drove the online interest even further.

With the media investment of only 30,000 USD, the film gained over 1 million views within 3 days and could capture media’s attention around the world. Part of the success comes from more than 350,000 Facebook and 3,000 twitter organic shares worldwide. TAT gained more than 150 earned publications worldwide, such as the Telegraph, AP, Campaign Brief Asia, International Business Times, Huffington Post, AOL, to name just a few, and gained over 235 million impressions in USA alone.

The film was launched in November 2015 and created an immediate affect to call in more international tourists. In January 2015, Thailand welcomed 2.65 million foreign tourists and generated 120 billion Baht in revenue, representing a year-on-year increase of 15.9% and 12.7%, respectively. The number still continues to rise. At the end of first quarter 2015, the number of international tourist arrivals gained 17.69% increase compared to the same period last year.