Tourism Thailand’s colourful new “Open to the New Shapes” campaign will debut on Monday (September 3) promoting the country’s diverse tourism offering.

While the campaign focuses on Thailand’s unique scenery and eclectic, fiery food, it also aims to highlight the country’s “best asset” - its people.

Four tour operators - Cook, Kuoni, Flight Centre and BA Holidays - have partnered with the tourist board, each with a 25% share in the call to action.

To compliment the campaign, each operator will support campaign activity with digital and print advertising, and in-store promotions.

Chiravadee Khunsub, director of Thailand Tourism in London, said: “We are thrilled to be investing in a national campaign which has a strong focus on driving visitors from the UK.

“A campaign of this size demonstrates our commitment to the UK which continues to be one of Thailand’s most important source markets.

“We look forward to positive results, helping us to achieve our goals of year-round visitation, increased spend and higher dispersal throughout Thailand.”

The ad campaign will run for four weeks across ITV, Sky, E4 and More4.

Sub campaigns include Shades of Thai Gastronomy, Shades of Thai Arts and Crafts, Shades of Thai Culture, Shades of Thai Beach and Nature, and Shades of the Thai Way of Life.