Tourism is crucially important to Thailand, but the country needed to figure out new ways to engage the younger consumer generation, one that is very tech-savvy and superstitious. The Tourism Authority of Thailand and Ogilvy Bangkok teamed up to create “Home Sweet Home”, a virtual experience that leverages Thailand’s deep superstition and folklore culture. Each event in the horror-adventure game included a link to the TAT website which explained more about the cultural history of the event, giving players a “virtually spiritual” trip to Thailand.