Tourism Authority of Thailand and BBDO get tourists to fight for a free night at Muay Thai Hotel
The sport of Muay Thai is facing an image crisis in Thailand.
For Thai People, Muay Thai is a beautiful and noble sport with a long history. But for visitors to Thailand, Muay Thai became a cheap entertainment and a gambling destination. To correct their perception, travelers needed to spend enough time with the real, authentic Muay Thai.
BBDO Bangkok developed the idea “Let them fight for a free night in Thailand”.
Welcome to the 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 centre of Bangkok, where their guests can use the Muay Thai practice as a new currency. Every punch, every kick, were counted by activity-tracking devices that were given to every guest. By achieving 3,000 calories a day, guests get 1 free night, and the more they practice, the more they are educated about the real Muay Thai.
Credits –
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Directors: Suthisak Sucharittanonta, Anuwat Nitipanont
Creative Director: Anuwat Nitipanont
Art Director: Kantapon Meateekul
Copywriters: Thiti Boonkerd, Peter Oh
Client Service Director: Vasanai Pakapongpan
Account Manager: Natthanicha Taveesupapong
Agency Producer: Thananya Tagoporn