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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
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[email protected] 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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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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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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BEIJING FOR DUCK, TAIWAN FOR RICE.
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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 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