taiwan tourism marketing strategy
DESCRIPTION
How to sell Taiwan as a travel destination to the US public. Strategy analyzes competition positioning. Copywriting examples to illustrate the strategy coming to life.TRANSCRIPT
HOW IMPORTANT ARE U.S. TOURISTS FOR TAIWAN?
POTENTIAL GROWTH
HOW IMPORTANT IS TAIWAN FOR U.S. TOURISTS?
[email protected] Taiwan % Asia| 13.7 15.2 14.1 12.4 12.4 10.9 11.1 10.2 10.1 9.1
(’000s)
ASIA BOOM, BUT… Europe: Decline of Perennial Favorite Asia: Overall Increase Japan: Top, Steady Increase HK: Steady, drop in 2009 China & India: Doubled Visitation South Korea Decreased Taiwan Decreased % of Asia Mkt Share
WHO (IN THE U.S.) VISITS ASIA?
Europe, been there, done that. So last year I went to Japan, and loved Asia. I want to go back again, especially to China. I like visiting more than 1 city per trip. I arrange my own trip, and travel alone. I don’t mind spending a little more. Asia’s so big and far, I’ll spend 3 weeks there hopping several destinations.
FCB GRID: CONSUMER INSIGHT
HIGH INVOLVEMENT
LOW INVOLVEMENT
THINKING FEELING
I • Featured-based selling • Product-focused visual
II • Appeal to the senses • Aspirational
IV • Slice-of-Life, happy/funny ending • Emotional Selling • Big Visuals, Sparse copy
III • Cause-Effect Selling • Brand name repetition • Matter-of-fact, problem solving
LET’S INSPIRE WITH: USP & BIG IDEA
TAIWAN OPPORTUNITY Challenges Overshadowed by
Japan, China, India No world landmarks Lumped with China
Opportunity Being unknown
= Exotic Not ‘touristy’. Local. ‘Beijing, Shanghai, Taiwan’
RIDE THE CHINESE WAVE
CHINESE WAVE
THE CREATIVE
HISTORY
EMPERORS. CHAIRMEN. THE LOCALS. COMPLETE THE STORY IN TAIWAN.
WORLD LANDMARKS
WALK THE GREAT WALL. THEN OUTSIDE THE WALL.
SHANGHAI’ED FROM THE IMPERIAL PALACE. NOW ON VIEW IN TAIWAN.
FOOD
BEIJING FOR DUCK, TAIWAN FOR RICE.
PEOPLE
SHANGHAI BUND. TAIWAN BOND.
THE UN-FORBIDDEN CITY. NO VISA NEED TO VISIT TAIWAN.
PHILOSOPHY
SUN MOON LAKE. BEJING, SHANGHAI, TAIWAN. GET THE COMPLETE VIEW.
RECAP
RECAP Leverage Asian tourism boom Single, Wealthy, Travelled 43M FCB Insight: “I want to be inspired” Opportunity: Ride Chinese Wave Positioning: Local Chinese culture Big Idea: Complete Your Chinese Trip