Tourism Authority Of Thailand: Muay Thai Hotel

Credits & Description:

Sub Category: Field Marketing
Company Entering: Bbdo Bangkok Ltd, Bangkok
Entry Title: Muay Thai Hotel
Brand: Muay Thai Hotel
Advertiser: Tourism Authority Of Thailand
Agency: Bbdo Bangkok, Bangkok
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Anuwat Nitipanont
Creative Director: Suthisak Sucharittanonta/Anuwat Nitipanont
Copywriter: Suthisak Sucharittanonta/Anuwat Nitipanont/Thiti Boonkerd
Art Director: Suthisak Sucharittanonta/Anuwat Nitipanont/Kantapon Metheekul
Account Director: Vasanai Pakapongpan
Account Manager: Natthanicha Taveesupapong
Film Production Company: Hub Ho Hin Bangkok, Bangkok
The Brief: Muay Thai Was Facing Image Crisis. For Thai People, Muay Thai Is A Beautiful And Noble Sport With Long History. But For Visitors Of Thailand, Muay Thai Became Cheap Entertainment And Gambling Destination. To Fix Their Perception, Travelers Needed To Spend Enough Time With The Real, Authentic Muay Thai.
The Strategy: The Target Audience Was Every Travellers (Both First Time Visitor And Those Who Visited Thailand Before) They Visited Thailand And Had Seen Muay Thai As Cheap Entertainment And Gambling Destination. Thailand Is A Country With Full Of Heritage And Culture. And As A Host, We Would Like To Welcome All Travellers And Want Them To Experience The True Essence Of Every Side Of Thailand.
The Execution: Muay Thai Hotel, The Only Hotel Where You Can Pay For Your Stay With Muay Thai Practice. We Set Up The New Hotel In The Center Of Bangkok, Where Our Guests Can Use Muay Thai Practice As A New Currency. Every Punch, Every Kick, Were Counted By Activity-Tracking Devices That Were Given To Every Guests. By Achieving 3,000 Calories A Day, Our Guests Get 1 Free Night. And The More They Practice, The More They Know About Real Muay Thai. The Hotel Is Still Operating And Every Travellers Are Welcomed.
The Result: Muay Thai Hotel Is A Huge Success And Has Been Fully Booked Since The First Week Of Launch. It Knocked The World Down And Reached A Worldwide Audience Generating 50m Thb In Earned Media. Positive Sentiment Towards Muay Thai Among Travellers Increased By 500%. Definitely, A Night In Thailand Is Worth Fighting For.