Chatrachai Bunya-Ananta, a towering figure in civil aviation most famous for his association with Thai Airways’ “Smooth as silk” campaign, died yesterday in Bangkok at the age of 82.
As vice-president for marketing at Thai Airways International for 14 years from 1972, Chatrachai was influential in making the national flag-carrier one of the most admired airlines in the world, with service standards that were the envy of rivals.
He became the airline’s executive vice-president in 1986, and before retiring in 1992 was its first non-air force president. By the time he retired in 1992, THAI was among seven Asia-Pacific carriers in the top 10 most profitable airlines in the world.
Anyone who has flown Thai International will be familiar with Chatrachai-era touches: the "Smooth as silk" slogan, the logo, purple orchids, traditional Thai uniforms on departure, modern attire on arrival and great Danish pastries.
The "Smooth as silk" slogan has been recognised more than any other in the evolution of the carrier’s global marketing campaigns. It was used to replace the catchphrase “Get into it”, which was dumped as too suggestive.
As the public face of THAI, Chatrachai introduced an annual marketing activity plan in 1972, which drew the airline’s representatives from across its widening route net. The gatherings promoted different parts of Thailand and were thrown open to the media, generating a large amount of publicity for Thailand’s travel and tourism industry.
Marketing Thailand as a destination was as important to Chatrachai as promoting the airline.
He made sure THAI engaged in national tourism promotions in partnership with the Tourism Authority of Thailand and other industry bodies.
Many miss the enthusiastic national team spirit he personified.
Chatrachai, who also served as a senator, is survived by his wife Shirley, daughter Tania and her daughter Alexia Traill, daughter Anna, son-in-law Tom Whitcraft and their son Nicholas Chatrachai Whitcraft.