Thai Smile Air appoints JWT as AOR

The agency will develop the launch campaign for the new service, which will offer travellers a mid-range alternative to both premium airlines and ultra-cheap, low cost carriers.

The new airline’s route network will cover Asian destinations within two to three hours' flight time from Thailand, with a focus on ASEAN, China and India. The operations will start in July with the launch of a new destination, Macau, to be served twice daily.

In September, it will offer an alternative on selected routes within ASEAN and will also provide domestic services to Surat Thani and between Chiang Mai and Phuket. The Thai Smile route network will cover up to 10 destinations in five countries with more than 60 departures each week, by the end of the year.

By 2013, it is expected that the service will expand to neighboring countries such as India, China, and most ASEAN member states of Southeast Asia - thereby making these regional destinations more accessible.

The airline will employ a fleet of 11 new Airbus A320 jets, offering 174 seats in an all-economy configuration. The service will include complimentary in-flight snacks and refreshments, free seat selection and checked baggage and self check-in.

Bob Hekkelman, managing director for JWT Bangkok, said, “We are thrilled to take on this new assignment for a very exciting, new service. This is a highly competitive, dynamic industry, and we look forward to creating an equally vibrant and dynamic campaign to help launch Thai Smile.”

Thai Airways announced the establishment of the light-premium brand in September last year, to meet the demand for more price-sensitive segment in short sectors. It will use Bangkok’s Suvarnabhumi Airport as its main hub in its first year of operations.

Woranate Laprabang, managing director of Thai Smile Air, said, “Think of it as a competitive hybrid between premium Thai flights and ultra cheap, low-cost airlines like Air Asia and Tiger Airways.”

The main target market for this new service will be the young small and medium business traveler as well as local traveler, government agents, who wants a relaxed and stylish atmosphere on board without the premium price.