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A new global advertising campaign called “Thailand Extreme Makeover” from the Tourism Authority of Thailand aims to attract medical tourists via the internet.
The campaign is part of the government’s aim to promote Thailand as the leading medical tourism country in Asia, particularly after recent political turmoil meant fewer travellers went to the country than had been hoped.
Thailand Extreme Makeover accepts online applications and three people will win a trip to Thailand to get beauty treatment and travel around the country. Winners have to agree to be filmed and have video clips of all activities uploaded to social media in a follow up campaign called “Happiness You Can Share”.
For the campaign the key target region is the Middle East, followed by Asia and then Europe. The contest is a form of reality TV where selected contestants undergo makeovers including various cosmetic surgery procedures. There is a $5,000 cash prize too.
Thawatchai Aranyik of TAT explains, “The campaign is a reality competition that will not only create awareness about Thailand as a destination for medical tourism and the excellence of our medical facilities, but also promote the kingdom as a travel destination with something for everyone. Thailand already has a great reputation for its excellence in medical care and people come here for operations of all kinds.”
Potential candidates send photos showing their face from all angles – straight on; at the left and right profile; from the back and from above. Candidates also need to include their personal health profile and reasons for wanting a makeover. The judging committee, made up of medical experts and beauty surgeons, will then select three candidates who will be invited to Thailand for their life – and face-changing trip.
During their stay in Thailand, each of the contestants will be videoed and clips uploaded to the special Thailand Extreme Makeover website. This will allow their friends and relatives to watch and follow the progress of the makeover as well as allow members of the public to vote for their favourite contestants.
In the end, the contestant with the highest number of votes will win the cash prize and a luxury tour in Thailand. The two runners-up will also be treated to their own luxury tour packages. The audience who follows their progress and votes for their favourites also get the chance to win various beauty rewards and prizes.