DESTINATION MENU

Short List
TitleDESTINATION MENU
BrandTHAI AIRWAYS
Product / ServiceTHAI AIRWAYS
CategoryC02. Challenger Brand
EntrantWUNDERMAN THOMPSON BANGKOK, THAILAND
Idea Creation WUNDERMAN THOMPSON BANGKOK, THAILAND

Credits

Name Company Position
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

Background

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.

Please tell us about how the work challenged / was different from the brands competitors

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.