Your Crown is Calling

Users began by answering a series of questions about their travel preferences and passion points. Housed within a single, scrolling chat window, the tool utilized conversational AI to dynamically surface natural responses and relevant follow-up questions for a truly seamless, conversational experience. Helpful hints prompted users to respond with valuable information, while back-end guardrails filtered out risky interactions.

At the end of each conversation, the road trip concierge delivered users their customized result: a handpicked trip recommendation from either T+L Special Projects Editor Jess Feldman or InStyle Deputy Editor Jonathan Borge, paired with a Toyota Crown sedan or Toyota Crown Signia SUV. A unique “Tap to Reveal” feature unveiled the exterior color that best matched their personal style and drove further engagement on the page.

While clicking through a carousel, users could explore the vehicle’s features that would most enhance their road trip, from a spa weekend in Palm Springs in the effortlessly elegant Toyota Crown Signia to a culture-packed Miami getaway in the stylish Toyota Crown.

To drive further engagement to the AI-powered destination, we created four Instagram Stories posted from the T+L and InStyle social handles. Each one highlighted a bespoke recommendation — a Toyota Crown vehicle and a unique experience curated by expert editors — and prompted users to discover even more road trip ideas tailored to them.

Rounding out the program, our first-to-market Social PRT (Personal Recommendation Tool) brought the “road trip concierge” experience to life for T+L’s Instagram audience. First, an in-feed dark post via T+L’s Instagram handle invited users to “chat” with the brand. Next, users were brought to their direct messages to answer a few quick questions from our custom-built chatbot. With nine possible outcomes, users were matched with a personalized destination, Toyota Crown model, and vehicle features best suited for their trip.