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News • Bangkok • Thailand • 2012-02-05

Select the country and object's type QUO Calls for Change in Perception of Brand Thailand

BANGKOK, 2 February 2012 – A leading tourism brand strategist based in Bangkok has called for a \"structural\" change in the perception of brand Thailand. A new brand should better reflect the warmth and humility of Thai people, he said.

David Keen

Addressing over 400 travel industry stakeholders at the inaugural Thailand Tourism Forum in Bangkok today, David Keen, the CEO of QUO Keen, said that current promotions based on \"amazing\" and \"miracle\" taglines don\'t accurately present Thailand.

In his presentation, Keen told the audience: \"Thailand needs to come together and form a perception of the country that is based on truth. Thailand has extraordinary assets – none greater than its multi-cultural and dignified people. It is the people who should form the essence of a new perception of the country,\" he said.

The QUO CEO showed a four-minute video called, \"Harnessing Our Potential\" to illustrate the diversity of Thailand\'s assets. The video combined images of attractive locations with interviews with Thai people and foreign residents.

Keen said: \"In my opinion, we should define our brand as a convergence of our greatest assets and take that perception to the market. Thailand should form an identity that conveys all the wonderful things about the country and its people. I believe it would be far more meaningful and have a greater impact than traditional or existing strategies.\"

The Thailand Tourism Forum 2012 was organised by the American Chamber of Commerce in Thailand under the guidance of Bill Barnett of C9 Hotelworks. The event, held at the InterContinental Bangkok, positioned itself as \"the country\'s first report card on the state of the tourism industry\".

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