Hotel Royal Chiaohsi had long relied on an older clientele, but was now seeing a drop in repeat visits. The hotel aimed to attract women aged 35-44, the key drivers of vacation spending. But many of these women saw taking frequent holidays as an unnecessary extravagance amid the pressures of work and family. We aimed to inspire these women to give themselves permission to enjoy a much-needed break.
We enlisted a thousand-year-old influencer, Mazu, the most revered deity in Taiwan, to take her first-ever vacation at Hotel Royal Chaohsi. As the busiest goddess in the heavens took a little “me time”, we aimed to inspire earthly goddesses to do the same.
We created an Instagram account for Mazu recording her days relaxing at the hotel. From online to offline approaches, our “influencer” drove new visits to hotel and attracted widespread attention from our target audience.