Overview
As Thailand prepared to host the World Economic Forum on East Asia, Winkreative was selected by the Office of the Prime Minister to promote the country’s many assets and ambitious plans for growth.
After devising a comprehensive, long-term communications strategy, we created a powerful yet approachable identity that captures Thailand’s modern spirit, revealing a sense of drive and purpose and a progressive, cosmopolitan outlook.
A global advertising campaign was the next task, for which Winkreative developed concepts, copy and epic photography, as well as developing a full media strategy targeting premium global publications. The print executions, which focus on four key messages, have appeared in internationally respected titles including the Financial Times, International Herald Tribune and the Economist, as well as on prominent billboards throughout Bangkok. Winkreative also created a series of audio spots taking the campaign to the airwaves, and created a simple website offering further information for those interested.
The campaign is designed to serve as an umbrella brand for the whole of Thailand, evolving over time and expanding to incorporate additional aspects of the government, economy and society.