Taiwan is aggressively targeting the North American tourism
industry, launching its first campaign in the market as part of a
six-year development plan with the goal of doubling the number of
visitors to 5 million by 2008. Last year, more than 382,000
Americans visited the island nation, but the Taiwan Tourism Bureau
is seeking to boost that and this year introduced a new Website for
consumers, as well as a Taiwan Destination Specialist program
geared to the travel trade with accompanying Web site. The bureau
also has launched a series of ads designed by Saatchi &
Saatchi, Taipei, with the tag line: “Taiwan Touch Your Heart” and
has ads airing on CNN.
“Taiwan has placed a renewed emphasis on tourism,” said Michael
Chang, director of the Taiwan Tourism Bureau in New York. “We
believe Americans will be interested in seeing the impressive
collection at the National Palace Museum, one of the world’s
top-five museums. Our delicious Taiwanese food, fresh seafood and
the variety of our other cuisinesSichuan, Shanghainese, Cantonese,
Beijing, Hunan, Jiangjhenot to mention our renowned night markets
and excellent shopping, are sure to appeal to visitors."
With more than 21 airlines flying into Taiwan, including
American, Delta, Northwest, United, China Airlines and Eva
Airlines, Taipei is seeking to position itself as a significant
jumping-off point for travel in the region.
Last month the bureau awarded its public relations account to
Meredith Pillon Marketing Communications, a travel and lifestyle
public relations and marketing firm in New York. Pillon, a 25-year
veteran of the travel public relations industry, has directed
public relations and marketing campaigns for nearly two dozen
destinations including Hong Kong, Singapore and Thailand.