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Phuket Hotels Association looks to reboot island tourism with ‘Imagine Phuket’ campaign

Phuket Hotels Association looks to reboot island tourism with ‘Imagine Phuket’ campaign

PHUKET: In Asia’s first international destination recovery initiative post-COVID-19, the Phuket Hotels Association and global hospitality branding agency QUO have joined forces to craft an aspirational relaunch campaign aimed at reviving travel to Phuket. 

By Press Release

Thursday 25 June 2020, 04:43PM

The Imagine Phuket campaign focuses on the sights, sounds, feelings, tastes and – most importantly – emotions that Phuket evokes in fans around the world, making them yearn for all they have missed during the global pandemic. 

Motivated by a desire to restore the island’s tourism industry and save jobs, Phuket Hotels Association kicks off the campaign with a fresh logo and video, designed to evoke in travellers how incredible it will feel when they can share a perfect vacation with loved ones again.

The initiative enables island hotels to come together with one voice and one message. Each property will be given the creative resources to personalize videos, images and logos with their own branding, creating bespoke versions of the campaign’s inspiring message. By reaching the combined audiences of 75 participating hotels in the private sector, there is the rare opportunity for authentic, large-scale virality.

Phuket has been one of the hardest-hit destinations in Thailand, and hotels have struggled to reopen.

In a press conference on June 10, Phuket Chamber of Commerce President Thanusak Phungdet told reporters that COVID-19 had already cost the island over B120 billion (US$3.88bn) in lost income, with losses expected by to reach B280bn (US$9.055bn) by the end of the year if the situation doesn’t improve. But despite unemployment increasing by over 34% YoY, according to local reports, island residents remain resilient. This campaign seeks to be the first small step toward recovery.

With Phuket Airport open, and Thailand poised to reopen to international travel this summer, Imagine Phuket reminds viewers of the flavours of Thai food, the dreamlike limestone karsts of the landscape, the beguiling smiles and the feeling of freedom that comes with every visit to Phuket.

“Phuket is the leading resort destination in Asia and one of the most loved resort destinations anywhere in the world,” says Anthony Lark, president of Phuket Hotels Association. “Our members have come together with QUO to create a campaign, in both English and Thai, to evoke the soul of the destination,” said Lark.

Kvik Phuket

As Asia’s most-visited island destination, with over 10 million arrivals last year, Phuket is among the first to embark on a significant relaunch. In the months after reopening, Phuket’s hotel industry is hoping that it will be able to attract many of Thailand’s 20 million domestic travellers.

“The Imagine Phuket video, and integrated social media campaign, are designed to drive emotion,” said QUO CEO David Keen. “We know that there is a massive desire to travel again, both locally and internationally. Our intent is to bring the story back to Phuket.”

Aimed at the international market, the campaign will reach the audiences of the best-known hotels in Phuket. From signage to buttons to long and short videos, each hotel will invite the world to dream, plan, envision and – above all – to Imagine Phuket with hope and anticipation. 

Watch the Imagine Phuket campaign introductory video here. 

English version: https://www.youtube.com/watch?v=GospREAcZ2Y

Thai version: https://www.youtube.com/watch?v=akYSkZtmshQ


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Kurt | 26 June 2020 - 10:33:31

QUO CEO: .."There is a massive desire to travel again'... Really? What supports such a saying?  World wide is desire to get life back to normal at home, after all the lost jobs, empty bank accounts, and grieve about passed away family members and friends. Travelling to Thailand is the last thing people think about. And, with the help of Patong Mayor and her face mask bill boards at beach?

ericphuket | 26 June 2020 - 09:50:44

Nice initiative but how you want to succeed if the skies stay closed for International travel
The domestic travel cannot solve the problem, to many people have lost their job not only because of covid but also because we have an incapable government.  Dress a military in the nicest suit he is still a military.  This country need a more business minded leadership to bring the country back on track

Victor Peeke | 25 June 2020 - 23:30:12

Sounds lovely. One question if I may. When?  When might this be about to happen?? 

Victor Peeke | 25 June 2020 - 23:27:31

Sounds lovely. I like it. One question:  When is this going to happen?? 

j7general | 25 June 2020 - 20:51:06

Probally better to offer some hotel and food deals.


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