Kelly Lee on Building “Taoyuan Q”: A Campaign That Redefined Smart Tourism in Taoyuan

For me, this project was more than just a job—it was the result of tremendous passion and hard work. We believed its innovation and impact deserved to be shared with a wider audience.

Winning this award is a great personal encouragement. Professionally, this recognition goes beyond a marketing achievement; it’s an acknowledgment of our company’s core values. This honor stands as the highest validation of our team’s professional capabilities and strengthens the foundation of trust with our future partners and clients.

We fundamentally redefined this project. Instead of viewing it as a simple annual event, we approached it as a “brand campaign” we had to win. Using data as our command center, we tracked progress in real time and made rapid, strategic decisions at every stage. In the end, we doubled the number of members within two months, significantly boosted vendor revenue, and earned our client’s praise and trust.

I believe this success demonstrates that in today’s highly competitive industry, sharp market insight, data-driven real-time analysis, and precise execution can truly cut through the noise. We are not just project implementers—we are partners who grow and succeed alongside our clients.

First, there was a fundamental shift in our strategy. We realized that simply running another event wouldn’t be enough. We repositioned “Taoyuan Q” from a routine annual activity to a dynamic, data-driven brand campaign. This core change gave us greater flexibility and adaptability than our competitors.

Second, we maintained an unwavering dedication to data and real-time execution. We built a system that functioned like a command center—monitoring data by the minute and adjusting our strategy instantly. This operational agility became our secret weapon. Finally, we stayed committed to putting the client first.

From internal discussions to vendor coordination, our attention to detail and wholehearted dedication ensured every step was seamless. We made our commitment visible to the client, and that dedication ultimately made all the difference in achieving success.

The biggest challenge we faced was making “Taoyuan Q” stand out amid strong competitors like department store anniversary sales and Christmas events. This wasn’t just a project—it was a battle for market attention.

Our strategy was to turn our disadvantage into an advantage. Instead of competing on resources, we leveraged a data-driven approach. We built a flexible and agile command center that allowed us to monitor data in real time and adjust our strategy on the fly. This speed and adaptability enabled us to reach our audience at the most crucial moments.

This experience proved that even with limited resources, sharp insights and strong execution can deliver extraordinary results.

First, this award is a validation of my professional journey. It’s more than just a trophy—it’s proof of our team’s capabilities and innovative mindset within the industry. For me, it marks a significant milestone and motivates me to keep challenging myself and striving for higher goals.

Second, it’s an incredible boost for our team. This recognition is the best reward for every member’s dedication and hard work. It strengthens our unity and confidence, reminding us that our perseverance truly paid off.

Finally, this achievement will have a lasting impact on our company. It represents one of the highest forms of industry recognition, enhancing our credibility with potential clients and partners while opening doors to more high-quality opportunities ahead.

We’ve received tremendous praise and recognition from our clients and partners. This honor is especially meaningful because it marks the first time the “Taoyuan Q” project has participated in an international competition—and it stood out to win a grand prize in the marketing integration category. Everyone agrees that this is an exceptional and inspiring achievement.

I have three suggestions:

- Can your project create a tangible impact for your client? A valuable solution is the foundation for winning an award.

- Data is your most persuasive tool. Learn to turn cold numbers into a compelling story—use quantitative results to prove that your strategy is both precise and effective.

- Be bold enough to break from convention and avoid being limited by existing models.

Today, pure creativity alone isn’t enough to win—it must be deeply integrated with data, technology, and cross-disciplinary knowledge. The rise of AI and big data is reshaping creative and business models, demanding that we keep learning and stay open-minded.

In the future, I hope to position myself as a connector—not just a project implementer, but a bridge that unites different areas of expertise and resources. My goal is to bring creativity, technology, data, and people together as one, delivering results that exceed client expectations and guiding the industry toward a new era of innovation.

Entering a competition isn’t just about winning—it’s about learning. It’s natural to fear failure, but the process itself is a form of growth. It helps you clarify and reflect on your project, and even if you don’t win, the experience remains an invaluable asset.

Take that first step and don’t let fear hold you back. You can start with local or smaller awards. Each submission gives you valuable real-world experience and confidence. Remember, the effort you invest is always more meaningful than you might imagine.

When we work together, we can lift the entire industry to new heights—and in doing so, each of us can go higher and further.

I would like to dedicate this honor to two groups of people.

First, my team. The success of this project was never a one-person effort. Every team member, through countless nights of hard work and attention to detail, turned the impossible into reality. This honor belongs to each dedicated teammate—the bravest soldiers in this campaign.

Second, our client, especially the “Taoyuan Q” project team. They were more than just clients; they were true partners. From the very beginning, they placed immense trust in us, giving us the freedom to fully explore our creativity and execution.

Ultimately, this honor belongs to everyone who believed in and supported us.

I would describe it with this phrase: “Rising from the ashes, and soaring high.”

“Rising from the ashes” vividly reflects the project’s early struggles—a brand once in crisis. Under immense pressure, we had the courage to redefine and reinvent it, much like a phoenix reborn from fire.

“Soaring high” represents the project’s outcome. We not only reversed its decline but also achieved remarkable growth in membership and revenue, proving the strength of our strategy and precision in execution. Like a phoenix spreading its wings, the “Taoyuan Q” brand is now ready to soar toward a brighter future.

I believe this award is not an endpoint, but a new beginning. Moving forward, we’ll focus on strengthening the brand’s influence by continuing the 2025 Taoyuan Q event, creating even greater value for our client beyond their expectations. We also aim to apply the successful model of “Taoyuan Q” to a broader range of brands and projects in the future.