Background

Chiang Mai is the cultural, economic, and political center of northern Thailand. It is widely regarded as the country’s true creative capital. The city does not rush to cater to short term tourism trends, nor does it attempt to present itself as a polished showcase. Instead, it invites visitors to experience a slower, calmer, and more grounded rhythm of life. This sense of Chiang Mai is what brings travelers back again and again.

Previously, STARLUX Airlines launched its Bangkok route shortly after global travel restrictions imposed during the COVID 19 pandemic were lifted. At the time, the market had not fully recovered, and promotional efforts were necessarily conservative. The launch of the Chiang Mai route became an opportunity to reframe the narrative and reveal the full spectrum of Thailand’s appeal. The goal was not only to deepen affection for Chiang Mai, but also to rekindle desire for Bangkok.

The Problem

At a time when most travel marketing focused on discounted fares or social media friendly itineraries, we faced a strategic challenge.

How could a single creative idea clearly and compellingly present two cities with distinctly different characters.

Bangkok and Chiang Mai represent two contrasting travel rhythms and cultural atmospheres.

Bangkok is modern, dynamic, and fast paced.

Chiang Mai is creative, unhurried, and rooted in everyday life.

The key challenge was not to dilute either identity, but to allow their differences to become the highlight.

The Solution

We began by observing real travel behavior and developed a simple yet powerful creative framework.

“One country. Two worlds.”

Thailand. Bangkok. Chiang Mai.

Fun Diversity.

The idea invited travelers to understand that landing in Thailand does not mean entering a single experience. It means freely shifting between two distinct worlds.

Online Interaction|The Good Fortune Travel Quiz

To encourage direct participation, we created an interactive quiz platform built around the idea of starting the year with travel and good fortune. Through lighthearted and playful questions, participants discovered their travel personality.

The results guided travelers toward one of three paths.

• The Chiang Mai slow life type.

• The Bangkok urban explorer type.

• The dual city traveler.

After completing the quiz, the system recommended travel rhythms and itineraries tailored to each personality. These recommendations were integrated with STARLUX Airlines and partner travel agencies, allowing travelers to save, explore, and even book trips immediately.

The Results

Within fifty days of launch, more than fifty four thousand participants completed the quiz and submitted their information.

In the post pandemic travel market, this level of engagement represented a strong return of curiosity and confidence. Travelers were once again willing to explore Thailand, and willing to begin their journey with STARLUX Airlines.

More importantly, the campaign successfully connected two cities through a single creative structure. Travelers with different mindsets and travel speeds were each able to find their own Thailand.