Thailand’s tourism growth has slowed in recent years due to the stagnation in the number of travelers. Thus, TAT needed to stimulate growth by inviting travelers to discover new dimensions of ‘Amazing Thailand’, the country’s well-established brand positioning. “Amazing Thailand. Amazing Deep Culture” was created to promote new dimensions of Thai tourism through a horror-adventure online game “Home Sweet Home Episode 2” and website, directly targeting young Gen-Z and Millennial travelers or “SUPERSTITOUS TECHNOPHILES” who spend most of their time on gaming platforms yet are obsessed with cultural superstitions and the paranormal in finding their inner compass to cope with life’s ongoing pressures. Cultural superstitions have long been part of the ‘deep culture’ rooted in a Thai way of life for centuries and Thailand is a treasure trove of superstitious beliefs and spiritual destinations waiting to be explored. The campaign highlighted Thailand’s Amazing Deep Culture with actual Thai destinations, beliefs, superstitions, folklore and objects employed as part of the storytelling to engage and educate gamers. Every time the game is played, more information on Thailand’s deep culture could be discovered on TAT’s website. Thus, the game acts as a de facto spiritual guide to traveling through Thailand.