Brand management and branding

 
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A new form of 'country-club' membership




How do you get a fair share of the leisure dollars of the world's rich and famous? It's an important question for any country that has tourism as a major industry.

And now, Thailand is offering the ultimate in country-club membership…

Thailand Elite is the world's first 'country' country-club membership, an exclusive offer to the world's rich and famous. For a lifetime membership fee of 1 million baht (about US$25,000), the Individual Elite Card provides a range of benefits:

Personal assistance during the process of entering and departing Thailand
Exemption from Thai entry visa requirements
Privilege Lanes at immigration, inbound and outbound

Plus a wide variety of special privileges at entertainment, sporting, and health facilities throughout Thailand.

Here's an extract from one of their recent advertisements:

  …Elite members hold the keys to the very best of an entire kingdom in their hands. First in the world of its kind, Thailand EliteTM is a privileged membership, initiated by the Government of Thailand, the Tourism Authority of Thailand, and the local leisure industry and is available now. It's about being an honoured guest in the Kingdom...

Hmm… marketing a country as a country-club? We find it a little bizarre to say the least. But it's inspired thinking, and who knows, it might just catch on!


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