Thailand launches ‘Thailand Smiles with You’ campaign through Leicester City FC

Bangkok, 24 July, 2020 –The Ministry of Tourism and Sports, the Tourism Authority of Thailand (TAT), and King Power Group are collaborating to launch the ‘Thailand Smiles with You’ campaign to promote Thailand to the world through Leicester City FC, a UK premier league football team that boasts a loyal legion of over a billion followers worldwide.

The campaign highlights ‘Thai Smiles’ and endeavours to convey support from the Thai public to all those around the world challenged by the ongoing COVID-19 pandemic. The project hopes to enhance Thailand’s image and help boost the country’s economic well-being through long-term goals in travel-related activities and tourism development.

In attendance to launch the initiative included Prime Minister General Prayut Chan-o-cha, together with Deputy Prime Minister General Prawit Wongsuwan, Deputy Prime Minister and Minister of Public Health Mr. Anutin Charnvirakul, Minister of Transport Mr. Saksayam Chidchob, Secretary-General to the Prime Minister Mr. Distat Hotrakitya, Permanent Secretary of the Ministry of Tourism and Sports Mr. Chote Trachu, and TAT Governor Mr. Yuthasak Supasorn.

Prime Minister General Prayut Chan-o-cha, said he hoped that the overall picture of the Thai economy would improve once travelling and tourism resume in the future.

“I am truly pleased that a private sector company like King Power has given its full support to help stabilise the country’s economy by creating a project for the common good. The company’s international network provides a strong outlet to promote Thailand to the world as Leicester City FC, which is a top premier league team, and has billions of fans around the world,” the Prime Minister said.

Mr. Aiyawatt Srivaddhanaprabha, CEO of the King Power Group, and Leicester City FC Chairman, said, “The ‘Thailand Smiles with You’ campaign is a project the King Power Group proposed to the Prime Minister asking to support the Thai public and help restore the country’s economic welfare.

“So far, the government has announced several policies and projects to cope with the COVID-19 pandemic, which has brought the world’s economy to a halt and has gravely affected the people’s mental health and way of life. Thailand remains one of the world’s top destinations for travellers with its remarkable Thainess that is inscribed in the famous ‘Thai smile’, a unique trait of the Thai people. This inspired us to name the campaign ‘Thailand Smiles with You’.”

The ‘Thailand Smiles with You’ branding will appear on signboards at King Power Stadium, Leicester, England, as well as the club’s social media platforms, which are followed by more than 13 million worldwide subscribers.

Other promotions include a limited printing of 10,000 Leicester City FC jerseys (2,500 Baht each) titled ‘Thailand Smiles with You’ that are on sale in Thailand with proceeds donated to the Faculty of Science, Mahidol University and the Faculty of Medicine, Ramathibodi Hospital for RNA COVID-19 vaccine development programmes. Pre-ordering of this special limited-edition jersey is available at www.thailandsmileswithyou.com from today onwards.

Mr. Chote Trachu, Permanent Secretary of the Ministry of Tourism and Sports, said the special private-public sector collaboration to publicise the image of Thailand was important to help those in Thailand’s tourism sector deeply impacted by the pandemic.

“The COVID-19 situation has severely affected the tourism industry with international travel suspended and domestic tourism only now starting to recover. Business owners and the Thai public in general have found themselves in this difficult situation. The Ministry of Tourism and Sports, together with TAT, have realised that our collaboration in the ‘Thailand Smiles with You’ campaign with the King Power Group can help support those most affected through the project’s various activities,” said Mr. Chote.