MAZU ON HOLIDAY

Short List
TitleMAZU ON HOLIDAY
BrandCHIAOHSI ROYAL HOTEL
Product / ServiceTRAVEL & ACCOMMODATION
CategoryB06. Innovative Use of Influencers
EntrantOGILVY TAIWAN Taipei City, TAIWAN
Idea Creation OGILVY TAIWAN Taipei City, TAIWAN

Credits

Name Company Position
Kasper Chang Ogilvy Taiwan Art Director
EJ Chiang Ogilvy Taiwan Group Creative Director
Harper Chuang Ogilvy Taiwan Copywriter
Harper Chuang Ogilvy Taiwan Copywriter
Giant Kung Ogilvy Taiwan Executive Creative Director
Ming Lee Ogilvy Taiwan Associate Creative Director
Szhui Liu Ogilvy Taiwan Copywriter
Eros Wu Ogilvy Taiwan Art Director

Why is this work relevant for PR?

We recruited a unique thousand-year-old influencer: the busiest goddess in Taiwan, Mazu ,creating much buzz on discussion of women taking paid leave around Taiwan. To transform women’s of thinking. Targeting women who led busy lives yet never dared to take abreak, we communicated one basic concept: “Even the busiest goddess in Taiwan is taking a vacation – why shouldn’t you?”


Background

A premium, all-inclusive resort in scenic northern Taiwan, Hotel Royal Chiaohsi had long relied on repeat visits by loyal middle-aged guests, but found that as its key demographic aged, visits became fewer and fewer. The hotel aimed to recruit a new wave of younger dedicated guests. Research showed that among 35-44 year olds, women were the main decision-makers in the family when it came to choosing holidays (source: KANTAR, 2019). However, many were reluctant to take frequent holidays due to family and career obligations. To turn this demographic into repeat guests, we needed to address the underlying needs and concerns behind their decisions.

Describe the creative idea (20% of vote)

We recruited a thousand-year-old influencer: the busiest goddess in Taiwan, Mazu, to take Her first vacation in a thousand years, personally demonstrating a good holiday. Targeting women who led busy lives yet never dared to take a break, we communicated one basic concept: “Even the busiest goddess in Taiwan is taking a vacation – why shouldn’t you?”


Describe the PR strategy (30% of vote)

At Royal Hotel Chiaohsi, women are the main guests. In fact, 70% of Taiwanese women make decisions for the whole family about travel and accommodations. But they also feel guilty about going on holiday. Even when they do, they don’t dare to actually rest. Over 50% of professional women state that throughout the entire year, they truly rest for just 3.3 days on average. Consequently, we identified hardworking professional women who are hesitant about taking a good holiday as the main target consumers in this campaign, in the hope of changing their attitudes and convincing them to daringly give themselves a vacation. We recruited a unique thousand-year-old influencer: the busiest goddess in Taiwan, Mazu, to personally demonstrate the great holiday to be had at Royal Hotel Chiaohsi. And we communicated one basic concept: “Even the busiest goddess in Taiwan is taking a vacation – why shouldn’t you?”

Describe the PR execution (20% of vote)

● 2020/09/21 Mazu issued an imperial edict declaring her first vacation ever on Instagram. To trigger people follow her Instagram account at the beginning. ● 2020/10/08 Mazu visit Hotel Royal Chiaohsi for two days. ● 2020/10/25 Press conference for Mazu's holiday annuncement. After the press conference , Mazu continued to create content on Instagram to interact with her followers. ----------------------------------------------- ● The campaign generated 17 million traditional media impressions from 140 earned articles. ● The account gained nearly 5,000 followers, 70 percent women, and an engagement rate of 8 percent, versus the average 5.7 percent (source: Ninjalitics). ● Overall social media engagement hit 4 million

List the results (30% of vote)

● The campaign successfully drove new visits from our target demographic. From October 2019 to January 2020, 64 percent of guests who booked the Mazu-themed room package were first-time visitors, and 60 percent were women. One-third of all hotel visits were from guests aged 35-44, the highest of any age group. Booking conversion rates reached 5.57 percent during pre-sale, compared to an average 3 percent. ●Mazu's instagram account gained nearly 5,000 followers, 70 percent women, and an engagement rate of 8 percent, versus the average 5.7 percent (source: Ninjalitics). Overall social media engagement hit 4 million, in addition to 17M traditional media impressions from 140 earned articles. ● The room bookings increased 195% ● Hotel Royal Chiaohsi Won 2019 traveler’s choice from trip advisor.

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