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Published on December 17, 2007

This finding worried the company, and it established a troubleshooting team to do something.

It has been aware of this sentiment for a while but believes the

time is right to take action now because of increased domestic competition.

It has launched the Khunka, rao rak khun tao fah campaign. It still employs the "Smooth as silk" theme, used since the airline was established. Television advertisements are airing now.

Airline director of brand management and commercial communications Ratanawalee Loharjun said the campaign was aimed at locals. It advertises the company's services and products as well as how it caters to all travellers.

"The company wants to point out that the national airline gives equal attention to all customers," Ratanawalee said.

She said the airline needed a better understanding with customers at a time of increased competition.

So it is marketing itself directly to local travellers, in a bid to win back lost customers. It emphasises its "quality of service and Thai touch".

"We are telling people to look more deeply into the organisation before buying a ticket, instead of looking just at the price," Ratanawalee said.

Ads show a woman seeking assistance from a flight attendant. She then gets help from all departments of the company, from call centre to catering and ground crew to the pilot. In the end she gets the slice of cake she asked for.

The ad is meant to convey the idea that the airline is many people working for the customer, Ratanawalee explains. She said it illustrated employee attitudes and cooperation and company unity. Actual staff members appear in the ads.

She said the ad had been selected from 10 short-listed storyboards.

"Most campaigns in the past focused on pricing and promotion, but this one is totally about brand awareness and communication with a targeted audience."

She explained that the word khunka came from K for knowledge, H for happiness, U for understanding, N for needed, K for keeping and A for association.

Ratanawalee said many people were talking about the ads. The airline will expand the campaign to print, electronic, cinema and outdoor advertising.

The airline wants to return its corporate image to that of days past , the top flier in the country, Ratanawalee said.

She said all airlines operating in Thailand today sought that distinction.

But the national carrier is focusing on all passenger classes. "In the way of building the airline's image, we are competing with low-cost airlines while offering customers more value and things associated with full-fare airlines," Ratanawalee said.

Suchat Sritama

The Nation