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TAT’s Voluntourism Promotion Campaign Wins Digital Innovation Asia Award

June 26, 2013 Accolades No Comments Email Email

amazingThailandA global marketing campaign launched by the Tourism Authority of Thailand to promote Volunteer tourism was one of the winners of the first Digital Innovation Asia Awards conferred at a ceremony on June 10.

Conferred the “MOST IMPACTFUL CAMPAIGN” award, it 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.

DIASaid TAT Governor Suraphon Svetasreni, “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-weeks 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.

Although very popular with youth travellers, “voluntourism” is also gaining traction amongst many retirees who are still fit and active, with time on their hands. They want to make the world a better place, and seek to do something meaningful when they travel.

DIA winner1

More details about the campaign can be found at www.TheLittleBigProjectThailand.com

The awards are conferred by Digital Innovation Asia with the support of the Pacific Asia Travel Association (PATA). Designed to recognise the most forward thinking yet performance-oriented digital innovations in the Pacific Asia travel and tourism industry, they are overseen by members of the new Digital Innovation Asia Council, an invite-only forum of the most senior e-commerce executives and digital marketing thought-leaders from hotels, airlines, and tourist boards from all corners of the Asia Pacific region.

Photos of the awards ceremony can be viewed at https://www.facebook.com/DIAsiatourism/photos_stream.

Other winners were:

MOST ENGAGING WEBSITE: Tourism Malaysia

http://www.tourism.gov.my/en/intl

MOST CREATIVE USE OF TECHNOLOGY: e-Visa Cambodia

http://mfaic.gov.kh/evisa/

MOST INSPIRING CONTENT: Air New Zealand – Safety Video

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