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.
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
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.
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
