NEW YORK: Syndicate Media Group is assisting the Tourism Authority of Thailand with its online marketing in North America.
The agency started work for the Southeast Asian country as its AOR for online marketing in North America last month following an RFP. The account budget is between $225,000 and $300,000 for one year.
Hill+Knowlton Strategies was the incumbent on the account. H+K representatives declined comment.
With a team of five staffers on the business, including three in New York and two in Los Angeles, Syndicate is managing all online initiatives for the tourism group, said Nathan Ellis, CEO of the firm. He added that Romey Louangvilay, a senior digital strategist at Syndicate who played a key role in winning the business, is leading the account.
The agency is handling all community management for Thailand's Facebook, Twitter, YouTube, and Instagram channels, as well as digital marketing, paid search, and social media advertising.
“We want to drive awareness about the diversity of experiences that you can get as a traveler within Thailand,” added Ellis.
He explained that stories about Thailand can reach many audiences because they are diverse, including topics such as golf, luxury, and eco-tourism.
To grow its interaction with travelers and social media influencers, Syndicate will create content that can be shared on owned digital properties and social channels.
The agency will also manage Thailand's weekly blog posts about the country on BookThailandNow.com, GoThaiBeFree.com, and FindYourAmazing.com.
“We've been targeting tourism boards for awhile, and they are not easy accounts to come by,” said Ellis. “For the capabilities we have and for the focus of the agency, this was a great fit for us, and it speaks to the strengths and a market and consumer we understand.”