A global marketing campaign launched by the Tourism Authority of Thailand (TAT) to promote Volunteer tourism was one of the winners of the first Digital Innovation Asia Awards conferred at a recent ceremony. The ‘Most Impactful Campaign’ award was designed to tap into a growing industry trend known as Voluntourism — travellers seeking “A Purposeful Vacation” that goes well beyond more than just having fun during a holiday abroad.
Suraphon Svetasreni, Governor, TAT said, “This was our first such campaign targetting a very specific niche-market that comprises mainly of young people but also a growing number of retirees. It was perfectly-suited for a totally digital platform. We are glad to see that our efforts have been recognised.”
Called ‘The Little Big Project’, the campaign offered travellers an opportunity to have a life-changing adventure: A two-week Volunteer Vacation in Thailand. It was targetted at thousands of active travellers worldwide who are looking to make a big difference by doing little things such as preserving the environment, sharing their skills or contributing to local communities.
