With a tight deadline, fixed budget, and a specific target audience, the Tourism Authority of Thailand (TAT) partnered with Steller to execute a campaign targeting U.S. and Canadian Gen Z and Millennial travelers. TAT needed help selecting influencers who would drive travel, maximizing their budget, and making the content actionable to move travelers down the funnel. 

The Tourism Authority of Thailand wanted to highlight both their cultural attractions as well as the country’s natural beauty. They were specifically looking to target these selling points to U.S. and Canadian travelers of the Gen Z to young Millennial age range who prioritize travel expenses in their personal budgeting. TAT was seeking assistance in influencer identification, vetting, and selection to ensure that they didn’t overburden their own in-house team while making the absolute most of their marketing spend. 

Steller took full control of influencer management, from identifying and vetting 6 influencers to coordinating personalized itineraries for each and handling all logistics. We arranged flights, hotels, and activities, managed on-the-ground issues like weather disruptions, and maintained daily contact with the influencers to ensure smooth execution. Our team also tracked posts in real time, ensuring all content met campaign requirements and delivered maximum impact. 

The campaign content served to highlight the broad range of scenic destinations and compelling cultural draws across the country of Thailand. Each influencer was assigned a specific region and corresponding activity, with an itinerary designed and organized by Steller.

Bia shopped for traditional Thai clothing and souvenirs in Bangkok and Phuket. Annie took us on a culinary journey through Hua Hin, showcasing one of the most enticing and in-depth food tours of Phetchaburi. Amanda and Chloe spent time island hopping, taking us along on kayaking adventures along Koh Phi Phi and enjoying romantic dinners on the beach of Koh Samui. Harish took us on a cultural journey around the temples of Bangkok and experiencing the revered Ubon Ratchathani Candle Festival. And Eli spent time uncovering Chiang Mai’s hidden gems and the region’s ever-growing coffee scene.