Brief Explanation

'Muay Thai Hotel' is an activation campaign that aimed to offer an authentic Muay Thai experience to travellers by introducing a new promotional offer by turning Muay Thai practice into a currency, in exchange of a free stay at the hotel. In order to solve Muay Thai image's crisis among travellers.

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, The simplest strategy is making travelers needed to spend enough time with the real, authentic Muay Thai.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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. 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.