Cross Media Study: Taiwan Visitors Association

THE CAMPAIGN

Taiwan “The Heart of Asia”

 

THE CHALLENGE 

Taiwan Visitors Association, TVA was looking for media options to promote Taiwan to more Singaporeans, and to portray the diverse places of interests to attract both new and repeat visitors to Taiwan. 

 

THE TARGET AUDIENCE

Targeting at all Singaporeans, both new and repeat visitors.

 

THE MEDIA/CREATIVE STRATEGY

  • The integrated campaign was centred round a 26-parter print advertorial series to be published weekly in My Paper.
  • At the end of the series, this 26-part advertorial series was compiled and published as a Travel Booklet for distribution at client’s travel shows. 
  • The campaign was extended to other SPH media assets on radio and online to increase awareness and extend its reach.


THE CREATIVE EXECUTION

  • The weekly one-page advertorial series was published over a 6-month period.  Each advertorial covered a unique Taiwanese feature with write-up and pictures.
  • This was extended to a Radio talk show conducted in Chinese on SPH’s radio station FM100.3 to drive traffic to a travel shows that TVA participated in. 
  • The same advertorial pages were published online on travel resource portal, “SG Travellers” (www.sgtravellers.com) to further extend the reach of the campaign. 
  • The 26 advertorial pages were subsequently converted into a A5 format Taiwan Travel Booklet of which 20,000 copies were printed and distributed  to visitors at Taiwan’s Visitors Office in Singapore and at travel shows.

 

THE RESULTS

  • It was noted that more enquiries were received and visitors to TVA's office were higher on the day when the advertorial was published.
  • Some readers even contacted the My Paper newsroom regarding the contents of the advertorial.
  • Visitorship data on the number of Singaporeans travelling to Taiwan has shown a steady growth after the campaign.
  • In summary, the TVA campaign was well executed and targets were achieved.