In 2025, on behalf of Thai Airways and the Tourism Authority of Thailand, we launched the GoEast campaign in Norway. The campaign was built around an innovative AI-swipe platform, inspired by the familiar swipe to match format, designed to help travellers explore Thailand in a playful, personalised, and interactive way.
Participants swiped through experience cards covering food, culture, nature, and activities, gradually discovering the destinations that best matched their interests. Once they found their ideal destination, users could enter a flight competition, adding an extra layer of engagement while also opting in for email marketing.
The mobile-first campaign transformed destination discovery into a fun, tailored experience, while also generating rich behavioural insights about travellers’ preferences. This data helped Thai Airways and the Tourism Authority of Thailand understand what resonates most with the Norwegian audience.
Integrated multi-channel execution
The activation combined four core elements for maximum reach and performance:
- Interactive swipe platform – A custom-built mobile experience converting curiosity into active destination interest. 18,575 participants completed the journey, and 12,385 opted into marketing (67.5% conversion).
- Paid and organic social media – Facebook and Instagram ads in Denmark and Sweden delivered strong performance. 2.7 million impressions and 47,673 clicks from paid social alone.
- Influencer collaborations – Scandinavian creators added authenticity and aspiration. 449,180 reach and more than 5,000 engagements.
- Trade and industry partnerships – Strategic media placements strengthened tour operator alignment. 223,000 impressions through trade publications.
Key audience insights
The campaign produced significant behavioural data, revealing high interest in authentic culture, natural beauty, local cuisine, and relaxation, with lower interest in highly urban or contemporary themes. These insights informed actionable traveller segments for future targeting.
Campaign impact
The campaign exceeded all KPIs and reinforced Thailand’s positioning as an accessible, diverse, and emotionally engaging destination.
Performance highlights
- 38,575 engaged participants
- 2.10 min – engagement time (highest engagement for TikTok is 54 sec.)
- 12,385 new marketing leads
- High interaction with culture- and nature-focused content
- 48,823 total clicks across channels
- 449,180 influencer reach
- Multi-million total reach across all touchpoints
