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TAIWAN

RUTH ONG

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HISTORY

FOOD

CHINESE CULTURE

NIGHTLIFE FRIENDLY WELCOME

NATURE

SHOPPING

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HOW IMPORTANT ARE U.S. TOURISTS FOR TAIWAN?

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POTENTIAL GROWTH

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HOW IMPORTANT IS TAIWAN FOR U.S. TOURISTS?

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POTENTIAL GROWTH

1.  Japan 2.  China 3.  India 4.  HK 5.  Korea 6.  Taiwan

ruth.ong@gmail.com Taiwan % Asia| 13.7 15.2 14.1 12.4 12.4 10.9 11.1 10.2 10.1 9.1

(’000s)

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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

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MARKETING OBJECTIVE

Acquire tourists interested in Asia

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WHO (IN THE U.S.) VISITS ASIA?

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SINGLE, WEALTHY, TRAVELED, 43M

Europe Asia

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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.

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FCB GRID: CONSUMER INSIGHT

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HIGH INVOLVEMENT

LOW INVOLVEMENT

THINKING FEELING

I II

IV III

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X

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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

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INSIGHT

“I want to be inspired by my next Asian trip”

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LET’S INSPIRE WITH: USP & BIG IDEA

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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

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USP INSIGHT

“I want to be inspired”

OPPORTUNITY

Chinese Wave

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BIG IDEA

Taiwan: Complete your Chinese trip

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CHINESE WAVE

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GOVERNMENT CAPITAL COMMERCIAL CENTER

LOCAL CHINESE CULTURE

BJ: SH:

TW:

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THE CREATIVE

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HISTORY

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EMPERORS. CHAIRMEN. THE LOCALS. COMPLETE THE STORY IN TAIWAN.

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WORLD LANDMARKS

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WALK THE GREAT WALL. THEN OUTSIDE THE WALL.

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SHANGHAI’ED FROM THE IMPERIAL PALACE. NOW ON VIEW IN TAIWAN.

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FOOD

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BEIJING FOR DUCK, TAIWAN FOR RICE.

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PEOPLE

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SHANGHAI BUND. TAIWAN BOND.

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THE UN-FORBIDDEN CITY. NO VISA NEED TO VISIT TAIWAN.

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PHILOSOPHY

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SUN MOON LAKE. BEJING, SHANGHAI, TAIWAN. GET THE COMPLETE VIEW.

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RECAP

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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