Challenge and Objective

Muay Thai was facing an image crisis. For Thai People, Muay Thai is a beautiful and noble sport with a long history. But for visitors of Thailand, Muay Thai became cheap entertainment and a gambling destination. To fix their perception, travelers needed to spend enough time with the real, authentic Muay Thai to preserve the beauty of Muay Thai in the eyes of the world.

Strategy and Execution

Let them fight for a free night in Thailand. 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, was counted by activity-tracking devices that were given to every guests. The hotel also prepares various Muay Thai classes with a professional trainers for our guests. By achieving 3,000 calories a day, our guests get 1 free night. The more they practice, the more they know about real Muay Thai. The hotel helps preserving and increasing the positive image of Muay Thai towards travellers.

The Outcome

• 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%.

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 all travellers are welcomed.

• 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.