I.  | II.
Chapter 2: International Tourism Advertising and Promotion
 The Tourism Bureau's international tourism advertising in 2007 broke away from the traditional mold to adopt innovative methods such as the combining of existing resources with popular trends in the use of popular dramatic program plots, the inviting of spokespersons to shoot promotional films and posters, in-depth travel reports and films, placement advertising, and cooperation with internationally known TV channels and book collections. The aim was to carry out integrated promotion and create a "Taiwan fad" in Asia, molding Taiwan into a new landmark where popular and traditional cultures co-exist in harmony. This promotion was carried out alongside the provision of subsidies for charter fl ights, incentive travel, and study travel, with the offering of new kinds of unique products and expansion of the depth and breadth of tourism promotion to attract tourists to Taiwan and increase the ratio of repeat visitors.
Taiwan's International Tourism Promotion Strategy
 
I. Multiple Innovative Promotions
 
1. Use of Pop Stars as Spokespersons to Create a "Taiwan Fad" in Asia

 The entertainment industry has flourished in the Asian region in recent years, and Taiwan has been especially successful with its fi lming of quality pop shows and movies. The presenting of these productions around Asia has created a strong "Taiwan fad" and has brought the island a wave of tourism receipts. The Tourism Bureau has used this new promotional tool in a new-age way by inviting prominent Taiwanese pop idols to serve as spokespersons for Taiwan tourism and marketed" chase the stars" itineraries.

(1) Japan Market
 Accurately assessing the high popularity of the F4 pop group in Japan and Korea, and the "Taiwan fad", the Tourism Bureau invited F4 to serve as Taiwan tourism ambassadors in the Japanese and Korean markets, held two international fan meets in Taiwan for Japanese and Koreans, fi lmed advertisements, and produced promotional brochures and posters for travel agents. F4 also hosted culinary and shopping programs on Japan's Fuji and TBS channels, press conferences were held with about 300 reporters participating in each one, and two fan meets attracted more than 10,000 travelers to Taiwan to "chase the stars". This generated tourism receipts in excess of NT$1 billion for Taiwan, providing astonishing proof of the effectiveness of this effort. The pop show "Wish to see you again", screened in Japan for the fi rst time in December, was shot at scenic spots that attracted fans to Taiwan on pilgrimages to visit them. The Tourism Bureau's "Travel in Taiwan with pop idols" Celebrity Tour Handbook is based on the scenes used in that show, combined with scenic spots seen in other interntionally popular pop fi lms and movies; this provides a good reference for those coming to Taiwan to "chase the stars", attracting fans and heightening the rate of repeat visitors.

(2) Southeast Asian Market
 The Tourism Bureau invited Jolin Tsai and Wu Nien-chen to act as its spokespersons in this market and serve as guides showing off the fresh allure of Taiwan's new and old attractions, and introducing the new "Welcome 2 Taiwan" concept, so as to develop the FIT, repeat, youth, and family travel groups. In July the two spokespersons joined press conferences held in Hong Kong, Singapore, and Malaysia, where they shared their Taiwan travel experiences with more than 100 reporters and local oprators of Taiwan tours. An advertising video shot by the famous movie director Hou Hsiao-hsien was aired by TV stations in those three places at the same time, and advertisements were placed in various kinds of media as part of an all-out multi-channel promotional offensive bolstered by the marketing of salon and wedding photography in Taiwan. The result was a double-digit growth in arrivals in Taiwan from those markets.

 
2. Cooperation with Prominent International TV Programs in the Successful Marketing of Taiwan's Tourism Image

 The success or failure of advertising efforts is closely related to media channels. Traditional advertising relied mainly on print advertising and special reports; with the development of the Internet and electronic media in recent years, however, tourism promotion no longer is subject to borders and time zones.

(1) Japanese Market
  "Magic Restaurant", the highly popular program aired daily in the Kansai region of Japan, was brought to Taiwan in April to visit Taiwanese restaurants; after the first airing of the resulting program, 300 travelers were brought to Taiwan. The popular Japanese Pomelo group and the prominent Kadokawa Magazines cooperated in shooting a special program in Taiwan in August, creating a media value of NT$35 million. Introduction through Japanese TV advertising and popular stars, together with the marketing of related itineraries by travel agents, greatly increased the willingness of Japanese travelers to visit Taiwan.

(2) Southeast Asian Market
 Singapore's Channel 8 produced a three-part "Welcome to Taiwan" travel series, which was aired in Singapore during the autumn NATAS travel fair there. Two prominent Singaporean program hosts helped guide viewers through the fresh face of the tourist scene in northern, central, and southern Taiwan, with introductions by Taiwan's tourism spokesperson Wu Nien-chen. The programs proved highly popular among the people of that area.

(3) European and American Markets

  1. In the weekend travel section of its Feb. 18 issue, San Francisco's top newspaper, the "San Francisco Chronicle", featured the "treasures of Taiwan" as its cover story. The section used color photos of Taiwan scenery with lengthy reports of the island's urban and natural landscapes, fine dining, and aborigine peoples as well as praise for Taiwan's unparalleled cuisine. The CNBC channel from the U.S. also sent a production team to Taiwan in September to shoot two programs: "Karma Trekkers", focusing on aborigine festivals and scenic landscapes, and "Let's Shop", introducing Taiwan's unique local products and shopping areas combined with entertainment possibilities. The programs were aired in 45 countries, including Canada, Japan, Korea, England, Italy, and the nations of the Middle East, and the contents they covered were packaged and marketed as tour itineraries.
  2. The Discovery channel broadcast a program on Taipei in more than 50 countries in Europe and Asia, greatly burnishing Taiwan's international tourism awareness. The "Lonely Planet" published a DVD of the program to serve as an in-depth guide for FIT travelers. The program provided deep introductions to aspects of Taipei's heritage, including hand-puppet opera, the Pingsi Heavenly Lanterns, Fortune Tellers' Street, and indigenous peoples. The "Thirsty Traveler" program, produced by the same channel, also visited Taiwan in March to fi lm the island's beer, Kinmen Kaoliang spirits, and Puli's Shaohsing wine in a program themed "Made in Taiwan" that was aired on major channels in 12 European, American, and Asian countries as well as on fl ights operated by 10 international airlines.
  3. The "National Geographic Traveler" voted Taiwan as one of the most worth visiting of Asia's islands, and a British travel insurance company, after surveying more than 1,000 British citizens, listed Taiwan's Taroko Gorge as the fi fth among 10 must-visit spots throughout the world, along with the Sydney bridge and the Venice canals.
3. Marketing the Pride of Taiwan to the World
  1. The New Year's Eve fireworks display at the Taipei 101 tower is an excellent tool for bringing the attention of the world to Taiwan. On that occasion the Tourism Bureau and Chunghwa Telecom jointly purchased the building's wall for lighting advertising for a New Year's Eve international promotion in conjunction with the 188-second fireworks performance that was broadcast by Taiwan's TVBS, America's CNN, Reuters, Japan's NHK, and Hong Kong's TV-TVB Jade for the whole world to enjoy.
  2. The Tourism Bureau cooperated with the ESPN channel to produce and air an eight-part series featuring Taiwan's baseball star Chien-Ming Wang. The series was sponsored exclusively by the Tourism Bureau. There were two broadcasts per week for a month by ESPN's Taiwan-area world sports center. Portions were also broadcast on the ESPN Baseball Tonight program, in coordination with Wang's baseball games, on June 23 and 29.
  3. The Tour de Taiwan and the Taiwan bicycle exhibition were used to show off Taiwan's scenic beauty along with the bike competition. The Tourism Bureau cooperated with ESPN in broadcasting the route of each stage of the race to bring Taiwan's beautiful scenery to the eyes of the world.
Advertising and Promotional Activities in 2007
Japan Area Korean Area
Hong Kong/Singapore/Malaysia Areas Europe/America Areas