Bangkok, November 7, 2024 — In a bold campaign to drive domestic tourism and elevate brand loyalty, the Tourism Authority of Thailand (TAT) and Thai Drinks Co Ltd have forged an alliance, pledging 100 million baht to reshape the landscape of Thai tourism through a targeted marketing initiative. Their collaboration, under the banner “Crystal: Connecting You to Blue Spaces,” taps into the emotional resonance of Thailand’s natural attractions while positioning Crystal Drinking Water as a symbol of national pride and serenity.
“At the heart of this campaign is the desire to redefine what drinking water means for our consumers,” said Suporn Denpaisarn, the marketing director of Thai Drinks. “By connecting our product to the natural beauty of Thailand, we’re making Crystal more than just water—it becomes a pathway to experience peace, pride, and a shared national identity.”
The campaign embraces the concept of “blue spaces”—destinations renowned for their calming waters and picturesque surroundings. Working with TAT, Crystal has unveiled a series of packaging designs, each featuring iconic Thai landmarks, from the Pha Dok Siew waterfall in Chiang Mai to Khao Sok National Park in Surat Thani. These labels are designed not only as artwork but as digital portals; by scanning QR codes on the bottles, consumers can access immersive 360-degree virtual tours of these sites, complete with serene soundscapes.
Apichai Chatchalermkit, TAT’s deputy governor for domestic marketing, underscored the significance of this initiative. “Through this partnership, we aim to rekindle appreciation for Thailand’s natural beauty, drawing more Thai people to explore and cherish these places. Our collaboration with Crystal will allow us to reach wider audiences, especially in the North and Northeast, regions where domestic tourism potential remains strong.”
The move is also strategically sound for Thai Drinks, whose product is already well-established in Bangkok and the central provinces. By branching into new regions with TAT’s support, Crystal is extending its reach without being drawn into price wars with other local water brands. Instead, the company focuses on differentiation through emotional engagement, presenting Crystal as a premium product that resonates with Thailand’s natural beauty.
This campaign has the potential to become a model for integrated marketing in Thailand, combining digital innovation with cultural heritage. As Thai Drinks and TAT continue their partnership, the blending of patriotism, escapism, and experiential marketing may just reshape how brands connect with consumers in Thailand’s evolving market landscape. Through Crystal’s “blue spaces,” Thais can now quench both their thirst and their desire for tranquility, one sip at a time.
