Thai Airways Rewards for Not Going Abroad

While it’s customary to reward miles for the more you travel, Thai Airways is doing the complete opposite by rewarding those who limit travel to within their own four walls, giving 3,000,000 miles to encourage people to stay home.

Conceptualised and executed by Wunderman Thompson Bangkok, the idea plays on the universal insight that excitement for the journey ahead doesn’t start with the flight – it starts with the planning, so the brand is not only rewarding members for staying in, it’s also giving them hope that future travel is not too far away.

Thai Airways leadership wanted to take positive action and give back to the community that has supported them for 60 years. The airline industry has been hit hard by Covid-19, so in order to remain relevant and do their part to prevent the spread of the virus, Wunderman Thompson designed an idea that would do just that.

With three million miles up for grabs, all that is needed is an active frequent flyer membership (Royal Orchid Plus) with Thai Airways and the Stay Home Miles Exchange app on their device. The app has a simple and intuitive interface and in order to reward miles, uses geolocation technology to determine if the user stays home.