To generate awareness and increase traveler demand from Australia, the Thailand Tourism Board worked with Expedia Group Media Solutions to develop a creative campaign promoting Thailand and encouraging travelers to explore the country’s authentic beauty, beyond its most well-known sites and destinations.
The team sent two influencers, @laurenepbath and @garry_norris, to Thailand and challenged them to capture the country authentically, completely #filterfree. The influencers were given separate itineraries and each produced content for their social media followers to engage with throughout their respective trips. From the famed temples in Chiang Rai and mountains of Mae Hong Son, to the stunning waterfalls in Ko Chang, the influencers broadcasted their adventures to their followers via Instagram and Instagram Stories, highlighting Thailand’s lesser-known parts and the unfiltered beauty of these regions. To extend the reach of the campaign, the influencers’ social content was also re-purposed on Expedia social channels and after the campaign wrapped, the influencers published blog posts detailing their trips on Expedia’s Australia website to further inspire travelers.
The campaign produced impressive results, generating over 2 million social impressions during the campaign period and over 400,000 social engagements with the influencer content.
