Not A Vacation.
In the traditional sense, the term "vacation" is dead and outdated. It's old-fashioned sentiment and reminiscent of something our parents would drag us on as children. The exact definition of being a "tourist." Today we want an experience. We want to immerse ourselves into a culture and destination alien to our day to day lives. We want an adventure that we can share with the world along with the knowledge we gained, and to encourage others to do the same.
The concept for Ace Kyoto: remove "vacation" from the guest experience entirely, and replace it with "experiences" guests have while enjoying the city.
Creative Direction, Strategy, Tourism Program
How It Comes to Life.
Messaging would be built across every media channel to reinforce that guests aren't on "vacation" — they're on an adventure, with a deeper, more fulfilling experience than any typical tourist would get.
A Guided Experience.
To help guests get a truly original experience during their stay, I proposed giving them the tools to do it themselves.
ACE App.
The app will be the guest’s tour guide to all things Ace Kyoto
API integration with Google Translate (70% of 20-49 yrs do not speak English fluently)
API integration with Line app, Japan’s primary messaging app.
Ability to connect with a personal tour guide or site-specific guide.
AR (Augmented Reality) integration
Interactive city maps with ACE specific experiences.
Digital wallet
Ability to purchase advanced tickets (if needed) or make reservations at ACE experiences
Hotel Amenities
ACE AR Posters
Throughout the city, at specific ACE experiences, AR-integrated posters bring the experience to life. Once unlocked using the ACE App, each poster gives a detailed description of the site-specific experience or communicates any information a guest might need.
Social
YouTube
Short-form video to bring the city of Kyoto to life and encourage guests to visit. The ACE channel would house a variety of site-specific walk-throughs, education, and information, hosted by recognizable faces relatable to the target age demographic.
Shopping
Cultural
Dining
Arts
Through the ACE App, guests receive a set of limited ACE-only filters for Instagram — letting them highlight their unique experiences while helping promote the property.
Engagement
Planning Kit
It takes months of preparation before a trip like this comes together. I designed a planning kit to help guests every step of the way, ensuring they're prepared for a genuinely original experience. Upon request, guests receive a printed or digital info packet before their journey — highlighting the city, the property, and everything worth knowing, plus a checklist covering everything to prepare before departure.
After guests receive their packet, time-targeted emails follow — highlighting milestones, pertinent info, and directing them to Ace Kyoto's social channels to see what previous travelers have shared.