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SCMP Reporter

THE Tourism Authority of Thailand (TAT) has engaged Rowland Worldwide to carry out a global public relations campaign in line with the advertising theme: ''Discover the Treasures of a Kingdom''.

 The company is represented in Hongkong by the Rowland Co which made the pitch for the business jointly with the Bangkok-based representative of the group, Spindler and Associates.

  ''TAT has hired Rowland to help us inform the world about Thailand,'' said Dr Savit Bhotiwihok, the minister attached to the Prime Minister's Office responsible for overseeing the tourist industry.

  ''[People should know about] Thailand's rich cultural heritage, it's natural resources, it's diversified tourist attractions, its ideal location as a gateway to Indochina.

  ''[The aim is] to enhance our image as Asia's premier tourist destination.''   It is an image that could use some enhancement, for tourism in Thailand has taken some hard knocks, because of the combination of world recession, concern about the rampant spread of AIDS and recent political unrest.

  Last May, pro-democracy clashes with soldiers led to the deaths of 52 known victims and a further 52 people recorded as missing.

  The violence began on May 18 when combat troops and police opened fire on unarmed protesters demanding the removal of junta leader General Suchinda Kraprayoon.

  Three days later, the general appeared before King Bhumibol in a dramatic televised audience and resigned. Rowland is confident that it has a sound product to promote, despite last year's bloodshed.

   ''A lot of people travel to Thailand and think that they already know [the place] but, in fact, all they know are the well-trodden places like Phuket, Pattaya and Bangkok,'' said Rowland associate director Ms Julie Russell.

  Ms Russell, who will co-ordinate the account from Hongkong, said: ''The first thing we have to do is refresh the way the media looks at Thai tourism.

  ''[We must show] them first-hand the treasures the country has to offer. A series of visits has been planned, involving carefully selected representatives of local, regional and international print and broadcast media - the first of which is already underway.''   The Rowland Company in Hongkong will have the resources of a global network spanning 34 countries with which to spread the word.

  The objective for 1993 is to build a solid platform of informed media awareness on which to base long-term promotional programmes.

  ''The organisation of major events in Thailand will be a long-term cornerstone of the campaign,'' said Ms Russell.

  ''Spindler and Associates is already working to pave the way for a Jazz Asia Festival in 1994 and a Thailand Indo-China Gateway Car Rally in 1995 - both of which we hope to build into recognised international events.

  ''We're certainly working towards short-term gains, but the major benefits of the campaign will be felt in the long-term.''   The ''Discover the Treasures of a Kingdom'' theme will be put across to the public, directly as well as via the media.

   Starting this autumn, visitors arriving at Bangkok International Airport will receive a ''Treasure Pack'' of tourism information which will include discount coupons from some of Bangkok's leading hotels and retailers.

  Ms Russell said Rowland was aware of the importance of tourism to Thailand's economy.

  Since 1982, it has been the country's highest foreign exchange earner, and tourism receipts last year were estimated as US$4.2 billion.

  However, the past two or three years have seen a marked downturn in visitor arrivals, with the number from Hongkong dropping by around 14 per cent in 1992 to 291,170.

  Nevertheless, Thailand is still Hongkong's most popular travel destination, with an average stay of about seven days.

  ''We want people to stay, not just an extra day but several days and really give themselves time to explore,'' said Ms Russell.

  She said TAT was already working with travel agencies to design tours which more accurately reflected what the country had to offer.

  Dr Savit said he agreed that this was a priority.

     ''I hope to see international tour operators linking up with more of Thailand's local tour operators to offer off-the-beaten path tours and packages that can give clients more than the usual two-to-three day stopovers at three destinations - Bangkok, Chiang Mai and Phuket.''   Ms Russell said: ''We have a first-class product to promote.

  ''There's a whole undiscovered country to be found in a destination people already know and like very much for the aspects of it with which they're familiar. It's simply a matter of broadening horizons.'' 



Thailand to repair image for tourists