tAIWan Tourism

The HEARTS OF ASIA  #ShowYourHeart Campaign and #BikeTaiwan Campaign

BACKGROUND

The importance of experiential in the tourism industry and it's social impact is undeniable. Tiger Party designed two unique and interactive campaigns to reinforce Taiwan’s unique appeal as a compelling destination and to improve Taiwan's profile in the US (Global) market.  Tiger Party worked closely with Taiwan Tourism Bureau to deliver the concept of “Hearts of Asia” by live streaming and using VR technology to tens of thousands of International travelers in Times Square, New York. 

 

 

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 #ShowYourHeart Campaign

For the first time ever, people living in New York City and Taipei City, were able to connect by synchronizing two interactive digital billboards located in Asia and Times Square, New York. When people from both countries made heart shapes together with their hands and arms, it triggered a firework effect using promotional video encouraging travel to Taiwan. 

 

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Heart of Asia Taiwan: Interactive Joint Heart event that connected people from New York and Taipei Taiwan.

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#BikeTaiwan Campaign

Another creative experiential campaign that was tailored made for Taiwan Tourism, combined VR, motion-sensing, and AR technologies into one event.  With an immersive VR bicycle experience to showcase well-known tourism sites, such as Jiufen (九份), Sun Moon Lake (日月潭) and Yehliu (野柳) and using the highest-quality 5K video, allowed the audience to experience what it feels like to bike in Taiwan.  Moreover, the scenery was also projected on Times Square billboards via AR technology, advertising the unique attractions of Taiwan to all the visitors in Times Square. The VR Bike Experience Campaign demonstrated an easy, fun and quick get-to-know tourism experience of Taiwan to participants and created unforgettable memories.  Further allowing thousands of visitors in Time Square to learn more about  unique and authentic Taiwan. 

Heart of Asia Taiwan: VR Bike Event that provided participants with a simple and interesting opportunity to experience bike riding in Taiwan.

RESULT

Overall, “Heart of Asia” Campaign allowed people in NY to discover the friendly, fun and welcoming side of Taiwanese citizens.
With strategic social media management, Tiger Party, has driven the country brand awareness on @TripToTaiwan Facebook, Instagram, and Twitter channels toward global marketing, which achieved the phenomenon result of a total of 21K followers, over 2.5M impressions and 177K engagements within 8 months. 

Both campaigns not only showed the core concept of Taiwan to the world; it successfully conveyed the national image of “Taiwan-The Heart of Asia” but also achieved the distinguished ROI around 223.62%.  According to the monthly statistics from Taiwan Tourism, monthly visitors from the US, visiting for pleasure increased by 4.5% QoQ in Q1 2018 to 135,606 after the campaign launched.