FLY FOR THE NEW PRIDE

In 2019, Thai Airways faced its greatest crisis.
Years of losses, followed by COVID-19,
led the airline into a court-ordered rehabilitation.

But in the darkest moment,
we found our greatest strength —
the fighting spirit of our people.

Employees from every department
stood together, made sacrifices,
and refused to give up.

That spirit sparked a transformation.

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Introducing: Fly for the New Pride

We challenged the old image of Thai Airways
and reintroduced the brand in a more human, sincere way.
For the first time, employees from all roles
became the heart of our communication.

More than a campaign,
it was a proof of commitment.

Over 700 employees
came together to show one promise:

We will not stop fighting
until Thai Airways flies higher than ever.

And the sincerity was felt.

People of all generations
and media across the internet
embraced a new side of Thai Airways
they had never seen before.

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The Result

Thai Airways returned to the stock exchange.
The share price reached a new high at 11 THB
and continued to rise to 14 THB.

This time, we didn’t fly just to survive.
We flew to create a New Pride for Thailand.