The national carrier is currently finalising the details of the impending review and will publish a tender in August to invite agencies to respond to a request for proposal (RFP) to participate in the review.
According to a souce at Thai Airways, the airline intends to find an agency by the end of this year, following which the appointed agencies will take on the national carrier's advertising and marketing activities for two years starting January 2011.
In January 2009, Thai Airways split its creative account between Dentsu, JWT and Lowe following a competitive four-way review.
It is thought that Thai Airways is aiming to reposition itself in the competitive travel market. The airline has previously bracketed itself as a competitor to large regional airlines such as Singapore Airlines and Cathay Pacific, a position it now sees as untenable.
An agency source close to the business said Thai Airways had already "mentally shortlisted" three agencies for the business.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)