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SUB CATEGORY :
TRAVEL & LEISURE, ENTERTAINMENT & COMMUNICATION MEDIA
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COMPANY ENTERING :
WUNDERMAN THOMPSON THAILAND, BANGKOK
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TITLE :
DESTINATION MENU
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BRAND :
THAI AIRWAYS
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ADVERTISER :
THAI AIRWAYS INTERNATIONAL PUBLIC COMPANY LIMITED
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AGENCY :
WUNDERMAN THOMPSON THAILAND, BANGKOK
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CHIEF CREATIVE OFFICER :
JOAO BRAGA/PARK WANNASIRI
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CREATIVE DIRECTOR :
CHATCHAI BUTSABAKORN
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COPYWRITER :
KUNAT CHAENGCHARAT
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ART DIRECTOR :
YANNAPAT BOONKATE
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CLIENT SERVICE DIRECTOR :
ANOCHA CHALADPRU
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ACCOUNT DIRECTOR :
WASNA JIRASURADEJ
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ACCOUNT EXECUTIVE :
PUFAH NUNTAVISIT
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CAMPAIGN SUMMARY :
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. 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.
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THE BRIEF :
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.
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THE STRATEGY :
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.
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THE EXECUTION :
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.
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THE RESULT :
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.
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