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Taiwan Tourism Marketing Strategy
 

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.

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.

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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 Taiwan Tourism Marketing Strategy Presentation Transcript

    • TAIWANRUTHONG ruth.ong@gmail.com
    • HISTORY NIGHTLIFE FRIENDLY WELCOMEFOOD NATURE SHOPPINGCHINESE CULTURE ruth.ong@gmail.com
    • 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 ruth.ong@gmail.com
    • 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
    • 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 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
    • FCB GRID:CONSUMER INSIGHT ruth.ong@gmail.com
    • HIGH INVOLVEMENT I IITHINKING FEELING III IV LOW INVOLVEMENT ruth.ong@gmail.com
    • X ruth.ong@gmail.com
    • 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
    • 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, India = Exotic   No world landmarks   Not ‘touristy’. Local.   Lumped with China   ‘Beijing, Shanghai, Taiwan’ RIDE THE CHINESE WAVE ruth.ong@gmail.com
    • 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 CULTURE ruth.ong@gmail.com
    • 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”   Opportunity: Ride Chinese Wave   Positioning: Local Chinese culture   Big Idea: Complete Your Chinese Trip ruth.ong@gmail.com