Political parties are important political institutions functioning as a link between the state and the people in a democratic system. For this reason, it is crucial to build a strong political party in which political communication plays an important role. To create a long-term relationship with the voters which will lead to the sustained and increased popularity needed in future elections, each political party and its electoral candidates need to communicate before, during, and after the election. Political marketing is a strategy that helps political parties understand people’s needs and create an image that will stay at the top of minds of the voters and win their votes. For Thailand, the 28th general election on 24 March 2019 was the first general election after the 2014 coup d'état, amidst intense political polarization and economic recession. This study, therefore, intends to contrastively describe the competitive election campaigns of the Thai political parties, particularly the three parties with distinctive characteristics: one was a 20-year champion overthrown twice by a coup; one was a newlyfounded party supported by the military; and, one was a brand-new party founded by newgeneration politicians whose most candidates had no experience in the electoral arena.