In 2016 the Governmental organisation Thailand Convention and Exhibition Bureau commissioned WMM to help the country attract investment and industry through business events. It did so by adopting a revolutionary approach in which emerging industry and national economic development was front and centre of a campaign typically focused on tourism.
For four years WMM’s involvement included editorial and advertorial output ranging from video adverts on CNN, magazine articles and advertisements carried in print, digital and via relevant social networks.
The result of this strategy switch was significant for Thailand. TCEB drew 31,509 exhibitors from 12,552 companies in 2018, an increase of 31 per cent year-on-year. The visitors followed: in 2019 the country attracted 76,396 foreign trade visitors, up 60 per cent from 2018.