Context

In the post-pandemic era, the travel market is rapidly changing, with travelers increasingly valuing "in-depth perspectives" and meaningful experiences. Since 2023, Hotel Royal has launched "Royal Explorer," based on their brand philosophy of combining local culture with quality service, dedicated to exploring Taiwan's domestic travel beauty from new angles. In 2024, Hotel Royal presents the theme "The Breakthrough Experience" in partnership with JL DESIGN to create the overall visual identity, inviting travelers to step outside conventional frameworks and experience Taiwan's distinctive cultural landscapes from a fresh perspective.

Strategy

This project centers on two core elements: "visuals" and "integration," creating a distinctive design language to convey Hotel Royal's unique "The Breakthrough Experience" concept. Through a unified brand narrative that systematically integrates the needs of all locations across Taiwan—from eight main travel routes to hotel services and cultural details—we connect every touchpoint and experience, ensuring consistent brand identity. The visual style remains diverse yet powerful, making each journey an extension of the Hotel Royal story.

Solution

With "The Breakthrough Experience" as the creative foundation, we capture instances when travelers cross limitations. Starting from the main visual concept and extending to print materials and video media, we focus on three themes: "Your Innermost Thoughts," "An Invitation to Venture," and "The Spirit to Experience." By incorporating local cultural elements from the eight routes, we give each journey a distinctive character. This design concept appears across promotional materials, subway advertisements, website design, and hotel spaces, allowing travelers to experience the surprise and depth of breaking boundaries from the moment their journey begins.

Impact

During the event period, organic Google searches for keywords related to Hotel Royal Group reached 9.574 million, a 68% increase year-over-year. Social media impressions also surpassed 23 million. This performance highlights the brand's content influence in the in-depth travel market and effectively boosts brand awareness.