Gastronomic travels to Thailand with Gault&Millau

Centuries-old temples and colossal elephants, adventurous jungles and idyllic beaches, the scent of coriander, coconuts and mangoes: Thailand seduces every one of the senses. Especially the taste buds. As a representative of Thailand, we wanted to demonstrate these delights to our Belgian gourmands.

As such, we knocked on the door of Gault&Millau. What partner could be better placed to put a country on the gastronomic map? Together, we took care of product development and promotion. A strong co-branding project to lure a qualitative target group to this exotic destination.

The concept?

The concept? Together with Gault&Millau, Thx.agency organised a press trip with well-known chefs. Gert De Mangeleer (of the former Hertog-Jan) and David Martin (La Paix) exchanged ideas with local chefs in Thailand. To return enriched with a treasure chest full of culinary and cultural knowledge.

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Results

Tasty Thailand

Thanks to the cooperation with Gault&Millau and the Foodtours we organised together with Connections and Gault&Millau, we succeeded in profiling Thailand as a culinary destination. For example, Thailand was the featured destination in the 2018 Gault&Millau guide, which was distributed on more than 40,000 copies. In addition, together with Connections, we launched a new range of gastronomic tours that take you on a culinary journey through both street food and Thailand's top gastronomy. Furthermore, we supported the product development of these Connections trips with shared marketing campaigns and the press trip yielded a nice series of articles in leading Belgian media.

Product development

Food tours in Thailand

Gault&Millau guide books

40 K

The approach

What did we do?

Overall strategy:

Educate consumers on the variety of experiences available in Croatia, with a particular focus on the lesser represented areas inland, the active options available and the culinary scene
Drive conversation on the regional Facebook page and create a sense of community. With the changes to social algorithms, conversation and personal interaction are becoming vital for social success
Position Croatia as accessible and aspirational (includes harnessing influencer opportunities)