The Tourism Authority of Thailand’s #FilterFree campaign leveraged two popular travel influencers to create authentic, engaging content and inspire travel to some of Thailand’s lesser-known (but equally beautiful and culture-rich) destinations.
Thailand boasts beautiful landscapes, bustling cities, and smiling people. The country is a popular destination for international travelers with images of areas like Phuket, Chiang Mai and Bangkok featuring heavily across social media. The Tourism Authority of Thailand wanted to showcase more of the wonders Thailand has to offer – beyond what travelers have seen before – to help direct tourist activity and dollars throughout the country.
Expedia Group Media Solutions and the Tourism Authority of Thailand worked together to help raise awareness for and increase travel to four of Thailand’s lesser-known destinations: Chiang Rai and Mae Hong Son in the North and Chanthaburi and Trat in the East, encouraging Australian travelers to explore beyond the country’s well-known (and most-Instagrammed) places.
To help inspire Australian travelers to explore Thailand, Expedia Group Media Solutions and the Tourism Authority of Thailand sent two Australian social media influencers @laurenepbath and @garry_norris on separate journeys through the country. They were challenged to capture their experiences in these lesser-known destinations authentically, showcasing the natural beauty and rich culture of the country #filterfree. During their journeys, both influencers produced content for their social media followers to engage with through posts and Instagram stories. They shared everything from stunning ocean sunsets to misty jungle landscapes, ornate temples to mouth-watering dishes.
To extend the reach of the campaign, the influencers’ content was shared on Expedia Australia’s social channels. After returning home, each published an inspirational blog post on Expedia.au to highlight some of their most memorable experiences from their trip. The Tourism Authority of Thailand also ran complementary display advertisements across Expedia Group’s Australian sites including Wotif, Lastminute.com.au Hotels.com, and Expedia.
The campaign generated over 2 million impressions on social media and 400,000 social engagements with the influencer content. The complementary advertising campaign received over 14 million impressions and saw a return on ad spend (ROAS) of 43:1. In total, the two campaigns resulted in almost 5,000 trips purchased (nearly half of which were for 8-14 days) and over 42,000 room nights booked.
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