A rich culture elevates an airline to premium

Thai Airlines
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.

Growth starts here
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