Client
Tourism Authority of Thailand x 3.1 Phillip Lim
Services
-
web Design & Development
-
SEO Optimization
overview
A Cultural Capsule Collection for Thailand
To leverage the global buzz surrounding HBO’s The White Lotus Season 3—filmed entirely in Thailand—the Tourism Authority of Thailand (TAT) launched an innovative cross-industry campaign in partnership with New York fashion house 3.1 Phillip Lim. At the heart of the campaign was “Blooming Lotus”, an exclusive athleisure capsule collection designed to reflect Thailand’s vibrant culture, cinematic landscapes, and deeply rooted wellness traditions—all themes mirrored in the series.
our focus
Colab Brand Marketing
- Creative Content & Messaging
The campaign’s creative direction focused on storytelling through fashion. Each piece in the “Blooming Lotus” collection served as a visual narrative, blending traditional Thai aesthetics with modern athleisure silhouettes. Content featured serene imagery of Thailand’s coastlines, temples, and lotus ponds, paired with lifestyle shots of models wearing the collection in natural Thai settings. The messaging was intentionally centered around wellness, sustainability, and self-expression, aligning both with the show’s themes and Thailand’s evolving tourism identity.
- campaign strategy
The campaign employed a 360° integrated marketing approach, orchestrating a rollout across key fashion, entertainment, and travel verticals. Strategic touchpoints included:
Two high-profile launch events in New York and Toronto, timed with the series premiere, drew media, influencers, and tastemakers.
A robust global press outreach secured earned media placements in Women’s Wear Daily, PopSugar, The Pursuitist, Yahoo! UK, and MSN, amplifying awareness.
Paid social media ads were designed to feel editorial, featuring teaser clips of Thailand’s scenic backdrops and behind-the-scenes footage from the collection shoot.
Influencer collaborations with creators across fashion, wellness, and travel helped amplify reach across digital platforms, ensuring message consistency and visual cohesion.
- Ad design & performance
Paid media assets were created with a focus on cinematic storytelling and a polished editorial approach. Carousel ads and Instagram Reels mimicked fashion lookbooks, with rich color grading and soft transitions that showcased both the apparel and the location. Messaging in ad copy emphasized mindfulness, design innovation, and cultural pride.
Within just two weeks of launch, the campaign generated:
- Over 250 million impressions within 7 days
- Significant engagement across fashion and travel audiences
Sellouts of key collection items, including the bomber jacket, which sold out in three sizes.
2
High Profile Launch events
Multiple Influencer Campaigns
across many digital platforms
250 Million
impressions in 7 days
Collection Sellouts
Key collection items sold out immediately
Results
&
Impact
“Blooming Lotus” successfully bridged fashion and tourism through emotionally resonant storytelling and a clear creative strategy. The campaign helped reframe Thailand as a destination of creativity, self-expression, and contemporary cultural relevance, beyond traditional tourism clichés.
By pairing luxury fashion with destination marketing, the initiative not only boosted brand visibility but also created a new model for tourism storytelling—one where design, identity, and place converge to create something both aesthetically pleasing and commercially successful.
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