STA Travel x Tourism Thailand

Night Market Brand Activation

events & spaces print design

STA Travel partnered with Tourism Thailand to bring this brand activation to life. The premise here was to repurpose a decommissioned London bus to use as a travel inspiration tool, being taken around the UK to multiple street events and night markets to promote Thailand as a travel destination.

The bus traveled with a pop-up restaurant serving traditional dishes, immersing visitors in the tastes of Thailand where they can choose to read about or watch content about travelling Thailand.

Included in the bus were two internal spaces, a dining space upstairs and a promotional space downstairs, where destination specific posters and other materials were on display.

Skills

Print design, Vehicle wrap design, brand activation and events

Deliverables

Vehicle wrap design, posters, flyers, menu and recipe cards

Creative execution.

The challenge

There were two key challenges that were highlighted for this project. Firstly that the design needed to stand out while on its tour, when it would often be parked in dark and crowded market spaces.

Secondly, the bus itself and the long-term elements of the design solution – the upstairs area and the vinyl wrap on the exterior – needed to be fit for use with multiple different partners, promoting many different travel destinations.

The solution

The bus itself was wrapped with a travel themed vinyl decal which was kept intentionally destination non-specific – in this case a warm summer climate as these locations perform well with the UK travel market. This would allow STA Travel to go on to partner with different suppliers and tourist boards in the future. The brightest of the core brand colour was chosen to help the bus cut through the busy market environment and invite people in.

The downstairs space on the bus featured a poster wall that can be updated for new promotions and partnerships, in addition to this, the upstairs dining area was fitted with an LCD screen to show brand videos and partner specific travel deals and inspiration.