Taiwan Wants You

Taiwan Tourism Bureau's newest campaign

By: J.L. Erickson

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.