We use the simplest way to show love for Thais ….. HUG.The idea was to start a mass movement by asking everyone to hug places they traveled and took photos, to inspire others.We sent out our invitation on national media, then used social networking to create a hug society, as a center to invite others to join.These pictures were made into a viral clip, posters and postcards, to attract more people.

Lastly, right on the spot where the protest had occurred, we created the outdoor gallery with millions of photos to celebrate our love to Thailand.

Hug is a universal language to show love and care. Its entertaining value could engage people with little effort. The utilization of these photos throughout the campaign could also inspire others to travel. Hug created a meaning to every place. And no one else could feel this better than Thai people.

Today, hugging has become a new favorite pose for Thais. The number of domestic travelers had increased dramatically, generating more than 14.3 million US dollars of revenue from over 90 million trips. The campaign has also pulled every stakeholder in the tourism industry, which is always the top 3 in generating revenue to the country, back on track.Millions of hugs have healed people’s hearts and embraced Thailand to be one of the most adorable destinations to travel and brought back the world’s famous “Land of Smiles”