Thai Airways

Thai Airways

Social Media Engagement

Thai Airways takes Frequent Flyers to new levels of engagement

The Challenge

Thai Airways were looking to increase flight sales to their top travel destinations by engaging with Royal Orchid Plus Frequent Flyer members.

Traditional media marketing channels have proven to be expensive and fail to provide detailed insights into consumer behaviour. Thai Airways were looking to grow their direct to consumer communication through a digital relationship marketing strategy.

Key Insights

  1. Word of mouth has become more powerful for travellers today, in terms of destination, credibility and experience in comparison to traditional travel sites
  2. The incentive of free travel in exchange for travel experiences is very popular with target audience
  3. Using feelings and emotions to describe travel experiences is more engaging than only incorporating regular destination names and descriptions

Strategy

Permission’s strategy was to promote Thai Airways’ key travel destinations through a social media blogging platform based on the “Spirit of Ayatana — The six sensory perceptions of sight, taste, smell, hearing, touch and feeling from the heart.”

The strategy also involved developing an online promotion and communications campaign to encourage repeat travel with existing Royal Orchid Plus members, and delivering a comprehensive website and content management system.

Solution

Permission developed the “Traveller’s Tales” blog, enabling members to share stories, pictures and videos of their most recent travel experience to destinations within the Thai Airways network. They also created “share with friend” functionality to increase campaign reach and boost sales.

A seven-month promotion was implemented, offering free travel to dream destinations, as well as a monthly e-newsletter strategy to promote monthly specials, new “Traveller’s Tales” and monthly competition winners.

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The Results

  • 36,257 visits to date
  • 90,622 page views
  • 23% repeat visitors