TAIWANRUTHONG         ruth.ong@gmail.com
HISTORY             NIGHTLIFE              FRIENDLY WELCOMEFOOD              NATURE                                SHOPPIN...
HOW IMPORTANT ARE U.S.TOURISTS FOR TAIWAN?                         ruth.ong@gmail.com
POTENTIAL GROWTH               ruth.ong@gmail.com
HOW IMPORTANT IS TAIWANFOR U.S. TOURISTS?                          ruth.ong@gmail.com
POTENTIALGROWTH 1.    Japan 2.    China 3.    India 4.    HK 5.    Korea 6.    Taiwan                ruth.ong@gmail.com
(’000s)Taiwan % Asia| 13.7   15.2 14.1   12.4   12.4   10.9     11.1    10.2 10.1 9.1                                     ...
ASIA BOOM, BUT…     Europe: Decline of Perennial Favorite     Asia: Overall Increase     Japan: Top, Steady Increase  ...
MARKETING OBJECTIVE Acquire tourists  interested in Asia                       ruth.ong@gmail.com
WHO (IN THE U.S.) VISITS ASIA?                           ruth.ong@gmail.com
SINGLE, WEAL ,            THYTRAVELED, 43M        Europe   Asia                        ruth.ong@gmail.com
Europe, been there, done that. Solast year I went to Japan, and lovedAsia. I want to go back again,especially to China. I ...
FCB GRID:CONSUMER INSIGHT                   ruth.ong@gmail.com
HIGH INVOLVEMENT           I                        IITHINKING                                  FEELING           III     ...
X    ruth.ong@gmail.com
HIGH INVOLVEMENTI                            II•  Featured-based selling    •  Appeal to the senses•  Product-focused visu...
INSIGHT “I want to be inspired  by my next Asian trip”                      ruth.ong@gmail.com
LET’S INSPIRE WITH:USP & BIG IDEA                      ruth.ong@gmail.com
TAIWAN OPPORTUNITY Challenges                 Opportunity     Overshadowed by           Being unknown      Japan, China,...
USPINSIGHT         OPPORTUNITY“I want to be   Chinese Wave inspired”                              ruth.ong@gmail.com
BIG IDEA Taiwan:  Complete your  Chinese trip                  ruth.ong@gmail.com
CHINESE WAVE               ruth.ong@gmail.com
BJ:                        SH:GOVERNMENT CAPITAL         COMMERCIAL CENTER                     TW:    LOCAL CHINESE CULTUR...
THE CREATIVE               ruth.ong@gmail.com
HISTORY          ruth.ong@gmail.com
EMPERORS. CHAIRMEN.THE LOCALS.COMPLETE THE STORY IN TAIWAN.                           ruth.ong@gmail.com
WORLD LANDMARKS                  ruth.ong@gmail.com
WALK THE GREAT WALL.THEN OUTSIDE THE WALL.                  ruth.ong@gmail.com
SHANGHAI’ED FROM THEIMPERIAL PALACE.NOW ON VIEW IN TAIWAN.                   ruth.ong@gmail.com
FOOD       ruth.ong@gmail.com
BEIJING FOR DUCK,TAIWAN FOR RICE.                ruth.ong@gmail.com
PEOPLE         ruth.ong@gmail.com
SHANGHAI BUND.TAIWAN BOND.                 ruth.ong@gmail.com
THE UN-FORBIDDEN CITY.NO VISA NEED TO VISIT TAIWAN.                            ruth.ong@gmail.com
PHILOSOPHY             ruth.ong@gmail.com
SUN MOON LAKE.BEJING, SHANGHAI, TAIWAN.GET THE COMPLETE VIEW.                    ruth.ong@gmail.com
RECAP        ruth.ong@gmail.com
RECAP     Leverage Asian tourism boom     Single, Wealthy, Travelled 43M     FCB Insight: “I want to be inspired”     ...
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Taiwan Tourism Marketing Strategy

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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.

Published in: Education, Travel, News & Politics
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  • Hi Ruth-
    Yes, I found this presentation to be very informative. I would like to discuss with you how Orbitz Worldwide and Taiwan Tourism can partner together to drive more passengers to Taiwan. Please contact me at david.bahlman@orbitz.com. Thank you for your consideration. Cordially, David Bahlman, Director, Destination and Supplier Marketing. (443-664-2929)
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  • If you found this presentation on Taiwan useful, please leave a comment! Thanks!
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Taiwan Tourism Marketing Strategy

  1. 1. TAIWANRUTHONG ruth.ong@gmail.com
  2. 2. HISTORY NIGHTLIFE FRIENDLY WELCOMEFOOD NATURE SHOPPINGCHINESE CULTURE ruth.ong@gmail.com
  3. 3. HOW IMPORTANT ARE U.S.TOURISTS FOR TAIWAN? ruth.ong@gmail.com
  4. 4. POTENTIAL GROWTH ruth.ong@gmail.com
  5. 5. HOW IMPORTANT IS TAIWANFOR U.S. TOURISTS? ruth.ong@gmail.com
  6. 6. POTENTIALGROWTH 1.  Japan 2.  China 3.  India 4.  HK 5.  Korea 6.  Taiwan ruth.ong@gmail.com
  7. 7. (’000s)Taiwan % Asia| 13.7 15.2 14.1 12.4 12.4 10.9 11.1 10.2 10.1 9.1 ruth.ong@gmail.com
  8. 8. 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 ruth.ong@gmail.com
  9. 9. MARKETING OBJECTIVE Acquire tourists interested in Asia ruth.ong@gmail.com
  10. 10. WHO (IN THE U.S.) VISITS ASIA? ruth.ong@gmail.com
  11. 11. SINGLE, WEAL , THYTRAVELED, 43M Europe Asia ruth.ong@gmail.com
  12. 12. Europe, been there, done that. Solast year I went to Japan, and lovedAsia. I want to go back again,especially to China. I like visitingmore than 1 city per trip. I arrangemy own trip, and travel alone. Idon’t mind spending a little more.Asia’s so big and far, I’ll spend 3weeks there hopping severaldestinations. ruth.ong@gmail.com
  13. 13. FCB GRID:CONSUMER INSIGHT ruth.ong@gmail.com
  14. 14. HIGH INVOLVEMENT I IITHINKING FEELING III IV LOW INVOLVEMENT ruth.ong@gmail.com
  15. 15. X ruth.ong@gmail.com
  16. 16. HIGH INVOLVEMENTI II•  Featured-based selling •  Appeal to the senses•  Product-focused visual •  AspirationalTHINKING FEELINGIII IV•  Cause-Effect Selling •  Slice-of-Life, happy/funny•  Brand name repetition ending•  Matter-of-fact, problem •  Emotional Selling solving •  Big Visuals, Sparse copy LOW INVOLVEMENT ruth.ong@gmail.com
  17. 17. INSIGHT “I want to be inspired by my next Asian trip” ruth.ong@gmail.com
  18. 18. LET’S INSPIRE WITH:USP & BIG IDEA ruth.ong@gmail.com
  19. 19. TAIWAN OPPORTUNITY Challenges Opportunity   Overshadowed by   Being unknown Japan, China, India = Exotic   No world landmarks   Not ‘touristy’. Local.   Lumped with China   ‘Beijing, Shanghai, Taiwan’ RIDE THE CHINESE WAVE ruth.ong@gmail.com
  20. 20. USPINSIGHT OPPORTUNITY“I want to be Chinese Wave inspired” ruth.ong@gmail.com
  21. 21. BIG IDEA Taiwan: Complete your Chinese trip ruth.ong@gmail.com
  22. 22. CHINESE WAVE ruth.ong@gmail.com
  23. 23. BJ: SH:GOVERNMENT CAPITAL COMMERCIAL CENTER TW: LOCAL CHINESE CULTURE ruth.ong@gmail.com
  24. 24. THE CREATIVE ruth.ong@gmail.com
  25. 25. HISTORY ruth.ong@gmail.com
  26. 26. EMPERORS. CHAIRMEN.THE LOCALS.COMPLETE THE STORY IN TAIWAN. ruth.ong@gmail.com
  27. 27. WORLD LANDMARKS ruth.ong@gmail.com
  28. 28. WALK THE GREAT WALL.THEN OUTSIDE THE WALL. ruth.ong@gmail.com
  29. 29. SHANGHAI’ED FROM THEIMPERIAL PALACE.NOW ON VIEW IN TAIWAN. ruth.ong@gmail.com
  30. 30. FOOD ruth.ong@gmail.com
  31. 31. BEIJING FOR DUCK,TAIWAN FOR RICE. ruth.ong@gmail.com
  32. 32. PEOPLE ruth.ong@gmail.com
  33. 33. SHANGHAI BUND.TAIWAN BOND. ruth.ong@gmail.com
  34. 34. THE UN-FORBIDDEN CITY.NO VISA NEED TO VISIT TAIWAN. ruth.ong@gmail.com
  35. 35. PHILOSOPHY ruth.ong@gmail.com
  36. 36. SUN MOON LAKE.BEJING, SHANGHAI, TAIWAN.GET THE COMPLETE VIEW. ruth.ong@gmail.com
  37. 37. RECAP ruth.ong@gmail.com
  38. 38. 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 ruth.ong@gmail.com

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