The Brief

The campaign aimed to communicate directly to travellers who visited Thailand and saw Muay Thai as cheap entertainment and gambling destination. 'Muay Thai Hotel' was created to right their perception by inviting them to practice Muay Thai in exchange of free nights. The more they practice, the more they know about the real Muay Thai.

Creative Execution

Let them fight for a free night in Thailand. Welcome to Muay Thai Hotel, the only hotel where you can pay for your stay with Muay Thai practice. Tourism Authority of Thailand 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. We also prepare various Muay Thai classes with a professional trainers for our 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.

Describe the creative solution to the brief/objective.

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.

Results

• 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.