In an industry where brand is the ultimate differentiator, Thai Airways saw an opportunity to use its unique heritage to strengthen its market position and build its reputation as a premium global carrier.
Our ambition was to develop a brand with deep cultural relevance, which required a full immersion into the nuances of Thai culture to better understand the place and its people. We also conducted a holistic review of the Thai Airways brand to understand the customer experience across all segments and classes.
With a diverse set of stakeholders, building consensus with senior management and collaborating with key suppliers proved to be a unique challenge. We created a living, breathing “brand room” at the head office so that ideas could be debated and displayed as the work progressed.
Customer satisfaction for the brand improved across all relevant metrics within 2 years, while overall revenues increased by over 50% in the three years post brand launch. The new Thai Airways—showcasing the very best of contemporary Thailand to the world.