|Product / Service||THAI AIRWAYS|
|Category||C02. Challenger Brand|
|Entrant||WUNDERMAN THOMPSON BANGKOK, THAILAND|
|Idea Creation||WUNDERMAN THOMPSON BANGKOK, THAILAND|
|Joao Braga||Wunderman Thompson Thailand||Chief Creative Officer|
|Park Wannasiri||Wunderman Thompson Thailand||Chief Creative Officer|
|Chatchai Butsabakorn||Wunderman Thompson Thailand||Creative Director|
|Yannapat Boonkate||Wunderman Thompson Thailand||Art Director|
|Kunat Chaengcharat||Wunderman Thompson Thailand||Copywriter|
|Anocha Chaladpru||Wunderman Thompson Thailand||Client Service Director|
|Wasna Jirasuradej||Wunderman Thompson Thailand||Account Director|
|Pufah Nuntavisit||Wunderman Thompson Thailand||Account Executive|
When Covid-19 hit,The aviation business had more than just airplanes grounded.Thousands of staff were put on hold Including those at Thai Airways’ award-winning Catering Service,The world’s best Onboard Catering for 2 years in a row,SKYTRAX World Airline Awards 2017 / 2018.
With restaurants closed, food delivery soared But travel was still a distant dream. What if we can bring our world’s best Onboard Catering Service delivering to your door.For those who crave for the taste of travelling while they stuck at home.
The idea is built around the tension during the lockdown. People misses their trips abroad, but the next best thing they could do is to taste the food that reminds them of the destinations they are longed for. Therefore we need to repurpose our THAI Catering Services into a new revenue stream that helps bringing a taste of traveling to the footsteps of millions of locked down households.
THAI Catering Presents “Destination Menu” The taste of travel. A collaboration with the country’s top delivery apps to create 12 special menus inspired by 5 iconic destinations such as BKK-PARIS / BKK-TOKYO / BKK-BJS / BKK- DXB / BKK-DEL. The taste of travel you miss, now can order from your phone and deliver straight to your door.
From 0 to 4.500 orders in 2 weeks. Turned out so well, it soon spiraled into thematic cafes once the lockdown was lifted.In the end, leveraging the world’s best catering service helped pivot the business at its most critical moment (USD 600K / month average revenue stream) and save 2,234 jobs.
When Covid-19 hit, The aviation business had more than just airplanes grounded. Thousands of staff were put on hold including those at Thai Airways’ award-winning Catering Service. With restaurants closed, food delivery soared But travel was still a distant dream While other airline waiting for nightmare to be over or cut down all cost by lay off stuffs. THAI Catering launch Destination Menu. A collaboration with the country’s top delivery apps to create 12 special menus inspired by 5 iconic destinations. The taste of travel you miss, now can order from your phone and deliver straight to your door during lockdown. Repurposing THAI Catering Services into a new revenue stream and bringing a taste of travel to millions of people on lockdown.