Award: CAMPAIGN AWARDS \ C04. Best Use of Content

The Hotel Royal Chiaohsi was losing its appeal as the region’s first five-star resort, edged out by a growing number of competitors and seeing its most frequent guests growing older. Our mission was to attract a younger consumer base, driving first-time visits by guests aged 30-40.At an age when many adults felt an increasing burden of responsibility, with time off seen as time wasted, we showed them that the Hotel Royal understood their struggle and gave them permission to enjoy themselves by redefining the very meaning of adulthood, with 18 little reminders that taking care of yourself with some well-earned relaxation is key to being a “grown-up”.
Via online & offline channels, the 18 reminders became a hot social topic, and successfully drove new visits to “grown-up” themed rooms.