Phuket Hotels Association (PHA) has unveiled at Thailand Tourism Forum yesterday a new brand identity, Brand Phuket, making the first concerted effort to develop a concise and consistent identity for the popular island destination.
Targeting to reinvigorate the profile of Phuket around the world, the brand identity was created by Bangkok-based global branding agency QUO to focus on the island’s breadth of experiences, its natural beauty and culturally-diverse communities.
(From left) QUO’s David Keen; The Slate Phuket’s Wichit Na Ranong; Phuket Hotels Association’s Anthony Lark; and Outrigger Resorts' Mark Simmons
As well, a new logo has been crafted, featuring ‘Phuket’ in letterform with a decorative motif within the ‘U’ which is inspired by elements in Thai handicrafts. The decorative swirls evoke the curl of the surf, while the combination of blues on the logo reflects the waters and skies at the destination.
“Thailand’s tourism industry has undergone a period of extraordinary growth and it is a time to take a step back, consolidate and position and plan for the future,” said PHA advisor Wichit Na Ranong, who is also owner of The Slate Phuket resort.
“The central and core intention of PHA is to bring the industry together to develop the destination. Tourism has been good to Phuket and we now need to ensure we are reinvesting through environmental and educational programmes to ensure benefits and advantages are spread.”
PHA was launched last year by the island's several prominent hoteliers, comprising more than 61 hotel members representing 9,000 rooms.