Lunar New Year Campaign
CHALLENGEThe Ritz-Carlton Residences, Waikiki Beach aimed to elevate its Lunar New Year festivities beyond traditional offerings and establish itself as Hawaii’s premier luxury destination for the holiday. Previously, the celebration was limited to store-bought décor, Chinese “lai see” red envelopes, and a lion dance — rooted in tradition but with room to grow toward the exclusivity and sophistication expected from a five-star brand
CLIENTThe Ritz-Carlton Residences, Waikiki Beach
PROJECT SCOPEConcept Development
Visual Identity Design
Art Direction
Graphic Design
Print Management
Project Management
sOLUTIONOur team reimagined the Lunar New Year experience, infusing it with elegance, cultural authenticity, and premium touchpoints to create a one-of-a-kind celebration. We introduced:
Custom-designed red envelopes – Featuring refined gold foil accents and bespoke illustrations, elevating the gifting experience.
Luxury dried fruit gift packaging – A modern take on traditional offerings, enhancing guest engagement and brand prestige.
Exclusive calligraphy sheets – Branded blessing papers, allowing guests to partake in the tradition with authenticity.
Striking visual identity – Custom social media graphics, posters, and signage that seamlessly blended Ritz-Carlton’s luxury aesthetic with festive symbolism.
Curated event experiences – Proposed high-end activations like fashion showcases and interactive culinary experiences (e.g., dumpling-making classes) to attract tastemakers and food enthusiasts.
RESULTSNational Recognition – The Ritz-Carlton Residences, Waikiki Beach was named one of the top hotels in the U.S. for Lunar New Year celebrations on social media, solidifying its reputation as a must-visit destination.
Enhanced Guest Experience – Anecdotal feedback highlighted overwhelming guest and staff appreciation for the elevated red envelopes and festivities, reinforcing the brand’s commitment to excellence.
Stronger Brand Affinity – The refined, immersive celebration positioned the hotel as a leader in cultural luxury experiences, setting a new standard for Lunar New Year in Hawaii.
With this transformation, The Ritz-Carlton Residences, Waikiki Beach reimagined a celebration once grounded in classic traditions, elevating it into an iconic, luxury-driven experience that draws guests back year after year.
