It’s now Taiwan calling all Indian tourists
By Bhawana Anand - December 18, 2018
The Taiwan Tourism Bureau has launched a cross-platform campaign in key Indian cities
Taiwan Tourism Bureau’s (TTB) 2019 has launched a full-fledged OOH campaign in association with Times OOH to woo Indian travelers. The brand has opted for advertising at key airports, malls, cinema and offline media in top 6 cities. This cross-platform campaign is one of TTB’s largest ever in-market tourism promotions. The campaign leverages the holiday season and runs all through December.
The campaign kick-off also marks the start of TTB’s 2020 strategy, which focuses on attracting the top 2% of high-income Indians through partnership with the top 20 tour operators in the country. The goal is to reach a 20% growth in travelers going from India to Taiwan by 2020.
The Director of the India market for TTB, Dr Trust Lin, the brain behind this major push into India, said, “India is seen as an important growth market for Taiwan Tourism Bureau. Our goal through our campaign is to accelerate growth in Indian tourism to double digits in line with our 2020 strategy and also the Taiwan Tourism Bureau’s new southbound policy which aims to grow tourism from Australia, New Zealand, Southeast Asia and India, with India being one of the top targeted markets.”
The campaign highlights different reasons for which one can visit Taiwan -- one of the best places to have a wedding or honeymoon or celebrate an anniversary. For the more adventurous Indians, the campaign focuses on Taiwan as a destination for canoeing, climbing and scuba diving. With cruises growing in popularity among Indian travelers, Taiwan’s Keelung port is fast becoming one of Asia’s most popular stops for cruise ships and the promotion drives home this fact.
Each advertisement in the campaign features a search box with several Taiwan-related search phrases that resonate with the campaign imagery. For example, the advertisements promoting the outdoor activities in Taiwan feature phrases such as ‘Taiwan canoeing’, ‘Taiwan climbing’ and ‘Taiwan scuba diving’. The obvious aim here is to trigger curiosity among the TG regarding Taiwan as a possible holiday destination and convert that into an actual holiday plan.
Tien Chung-Kwang, Representative Ambassador for The Taipei Economic and Cultural Center (TECC) in India, said, “Taiwan is seen as a beautiful paradise by many Indians, with its fresh air, amazing public transport, and immaculately clean cities. The compact size of Taiwanese cities means that you are always a short distance from nature. Taiwan caters to all ages and interests, so you can enjoy a cycle by the river in the morning, enjoy an exquisite lunch and shop at one of Taiwan’s many luxurious shopping malls, and by evening visit one of Taiwan’s many night markets, which feature hundreds of delicious snack stalls.”
Rohit Chopra, COO, TIML (Times Innovative Media Pvt Ltd), added, “Taiwan Tourism Bureau with its slogan of ‘The Heart of Asia’ wanted to get its messages in front of frequent travelers and premium audiences across India. The best places to reach such an elite audiences were the top 6 cities, the top 4 airports and the biggest malls in the cities of Delhi, Mumbai, Bengaluru and Kolkata. We at Times OOH are happy that we could partner with the Taiwan Tourism Bureau through Purple Media (the media agency for this campaign) and create a compelling pan-India campaign that reaches the key target audience across multiple airports and malls.”