2023 Crown Coast Tourism Campaign
Gold Award – ITB Berlin
Gold Winner – MUSE Creative Awards
Best Travel Film – Cannes World Film Festival
Drove over 3.5 million visitors
Global campaign reached 11 million+
Challenge
In the post-pandemic “new normal,” how should the tourism industry reposition and adapt?
Strategy
Our approach was to break spatial boundaries to create temporal value.
The core concept: crowning each space to elevate its narrative and identity.
We identified our target audience and developed a trilogy of promotional films — each with its own visual theme, musical style, and story rhythm.
By deconstructing Taiwan’s landscapes, we crafted three distinct “crowns of tourism”, each representing a unique travel experience.
These films were promoted across major platforms — YouTube, Facebook, and travel websites — with a comprehensive advertising strategy that generated strong results and international acclaim.
Results
We redefined the narrative framework of “tourism,” positioning it as a dynamic and story-driven experience.
Our film “Crown of Adventure” earned the Gold Award in the Regional Tourism Category at ITB Berlin 2023 and the Gold Muse Creative Award (Tourism Film Category) in the U.S.
Meanwhile, “Crown of Mountains & Sea” was honored with the Best Travel Film at the Cannes World Film Festival.
