Bangkok--20 Jun--Thai Airways International Thai Airways International Public Company Limited has relaunched its monthly inflight magazine, Sawasdee, aiming to establish it as an award-winning international travel and lifestyle publication worthy of a world-leading airline. THAI awarded the publishing contract of Sawadee to The Media Factory (TMF) following an international creative and business tender. TMF is an international media company with a head office in Dubai, United Arab Emirates, and a branch office in Bangkok. TMF’s portfolio includes Autocar and F1 magazines, and publications for Kempinski hotel group and Qatar Airways. The company is split into six divisions — Lifestyle, Business, Contract, New Media, Events and Sports and Automotive. THAI Executive Vice President, Mr. Pandit Chanapai, says: “Over the past 40 years, since Sawasdee was first published, it has won many international awards for quality and creativity. The re-launch serves to mark the 48th anniversary of THAI. Back in 1960, THAI’s fleet of three small aircraft served just nine regional destinations out of Bangkok, and carried some 88,000 passengers. This year, we will carry over 20 million passengers to 76 destinations across five continents in a fleet of 88 superb jetliners. The talented teams at THAI and TMF are creating a new face for the magazine that adds more value for our passengers than ever before, adding to the famously warm, friendly service of our flight attendants, and the vision of THAI’s management.” TMF Managing Director, Ms. Andrea Slater, says: “TMF is delighted to be working in partnership with THAI as we pride ourselves on being a fast-growing international media company with a focus on giving both readers and clients a premium quality service. Our extensive experience in producing engaging editorial in different languages for diverse target audiences allows us to fulfill the needs of THAI, and engage its discerning Thai and international passengers.” The new Sawasdee offers both English and Thai language content, and has a larger format, with improved quality paper and a completely fresh approach to contemporary graphic design, bold photography and excellent journalism. The formula is created to engage the millions of passengers traveling on THAI, both around Thailand and across Asia, Australasia, Africa, Europe, and the US. Sawasdee aims to inform, influence, and entertain readers with its inspired selection, and stylish presentation, of forthcoming news about topical destinations, events, products, services, and people around the world. The magazine celebrates the diversity of THAI destinations for business and leisure travelers by offering insights into everything from the best hotels, restaurants and spas to cultural and sporting attractions, shopping opportunities and environmental initiatives. Whether Sawasdee is offering city guides to Bangkok, Tokyo, London, Sydney, Johannesburg or Los Angeles, or it’s featuring family adventure holidays in remote destinations, the magazine always provides authoritative content for its readers.