An ambassador for Thailand

THAI's focus on customer experience achieved international growth.





Thai Airways

In a highly competitive industry where brand is the ultimate differentiator, Thai Airways (THAI) sought to reposition the airline and find new ways to reach its various customer segments.

Delivery of a new fleet of aircraft provided an opportunity to redefine the customer experience through the uniqueness of Thai culture.

After a holistic review of the THAI brand and all its touchpoints, our challenge was to execute THAI’s new vision of high trust, world-class standards, and Thai touch across the airline.

From the advertising, website, and ticket offices to check-in areas, airport lounges, cabin interiors, multi-media, crockery, food, in-flight service, flight, and ground and crew uniforms, every aspect of the pre-flight, in-flight, and post-flight experience is designed to deliver a customer experience that celebrates contemporary Thai culture.

Likewise, the design ethic is is inspired by the "jumpee" symbol, the traditional "wai" greeting of bringing the two palms together and the pitched roof of Thai architecture. Additionally, we worked with local Thai artists on an art-graphic that is used across the entire system – a further expression of Thai senses.

Interbrand brought the experience full circle by engaging THAI employees in a Brand Engagement program, which included training and materials to help its staff better understand how the brand impacts their individual roles as well as how best to serve passengers at every point of contact.

The new Thai Airways showcases the very best of contemporary Thailand to the world. The change affects all passenger touchpoints, and maximizes customer satisfaction in a competitive market. THAI is on course to continue its growth in the international market.

A new ambassador takes flight.