A Study of Marketing Communication Strategies of ONE Lumpinee Boxing Program on Channel 7HD

Abstract

This research aims to study marketing communication strategies and marketing communication tactics of the television program ONE LUMPINEE on Channel 7HD.The study employs a qualitative research approach using in-depth interviews with key informants involved in the marketing communication of One Lumpinee on Channel 7HD, along with an analysis of secondary data collected from social media platforms and related documents. The research findings indicated that 1) The One Lumpinee employed an Integrated Marketing Communication (IMC) strategy through key tools such as social media public relations, the use of famous sports figures as communication ambassadors, organizing events and creating online content to attract new audiences, and presenting Thai martial arts as a cultural art form alongside world-class broadcasting standards. These communication efforts have effectively enhanced public awareness, strengthened audience loyalty, and elevated the popularity of Muay Thai both nationally and internationally. Overall, the program’s successful marketing communication strategy resulted from the effective integration of traditional media with digital media. 2) The marketing communication strategy of the One Lumpinee on Channel 7HD stands out through its integrated use of traditional media (television), digital media (online platforms), and marketing activities (events). This integration enables the program to expand its audience base domestically and internationally, foster continuous engagement, and establish a unique identity as a Muay Thai platform that blends sport, culture, and entertainment at an international level.