New Taiwan tourism brand launched by Taiwan Tourism Bureau

The Taiwan Tourism Bureau officially launched a new brand for Taiwan’s tourism promotion -“Taiwan – The Heart of Asia” -on February 11. To celebrate the birth of this new brand, new logo, and new slogan, the Bureau also released a new Taiwan tourism promotional song and a 30-second promotional video. The new brand will help the Bureau to further develop international markets, opening a new era in Taiwan as the island continues striving to become one of the world’s top travel destinations.

The new brand was unveiled at a news conference hosted by Mao Chi-kuo, Minister of Transportation and Communications; Janice Seh-jen Lai, director general of the Tourism Bureau; and travel industry professionals. Minister Mao pointed out that the new logo signifies a new era in Taiwan tourism – one in which the Ministry and Bureau will adopt a broader vision in charting new development plans for promoting tourism in Taiwan. Tourism will become a vehicle for driving the development of a variety of new industries such as health care, agriculture, and green industries, giving them a channel for transforming their resources into tourism products. The new logo will also help raise the level of professionalism in Taiwan tourism, so that all the participants can work forward the goal of upgrading their industries and boosting Taiwan’s position in the world of tourism.

Tourism Bureau Director General Janice Seh-jen Lai said that in the 10 years since 2001, Taiwan has been promoting tourism under the slogan of “Taiwan, Touch Your Heart.” This effort has succeeded in projecting Taiwanese people’s friendliness and warmth to the world, and has raised Taiwan tourism to a new level. To welcome the advent of its new branding, the Tourism Bureau began soliciting advice and opinions from experts and scholars in various sectors of society beginning in 2009. Through numerous discussions and revisions, the Bureau finally decided on “Taiwan – The Heart of Asia” as its preferred logo. Both of these two logos, the old and the new, represent Taiwan’s determination and dedication to becoming a popular travel destination for international tourists.

The new “Taiwan – The Heart of Asia” logo is succinct, and consists of a newly created typeface. It represents the sincerity and innovation of Taiwan’s communications with the world. Taiwan is a fusion of tradition with new trends. Its special characteristics and diversity present what is precisely a microcosm of Asia. Asia’s heart and Taiwan’s warmth are what Taiwan tourism wants to offer tourists from around the world. In the future, all of the Bureau’s promotional material will carry the new logo. Along with the launch of the new logo, the Bureau is presenting a new tune, “Time for Taiwan”, to promote tourism. It will become a new hit among all sectors in Taiwan that are promoting tourism – from government departments to tourism and related industries. The tune, which is composed by Hou Chih-chien, with lyrics by Rei Kuang-hsia and Hou Yi-ping, was launched together with a 30-second promotional cartoon at the same time as the new brand. We hope these new efforts will encourage everyone to recognize Taiwan Tourism’s new brand, new goal, and new mission.

Starting in March, the Taiwan Tourism Bureau will begin a publicity campaign for the new brand, with advertisements and commercials on CNN, BBC, Time, The Economist, Newsweek, and Monocle, as well as media in Japan, Singapore, Hong Kong, Malaysia, and other countries. Later, the Bureau will promote a series of designs with the “heart” theme as their primary symbol. This will get the word out about the many charms of Taiwan.

The Tourism Bureau launched a new catch phrase for Taiwan tourism Friday in hopes of further developing international markets as the country registered a record 5.5 million foreign arrivals last year.

The new slogan -- "Taiwan–The Heart of Asia" -- will replace the decade-old "Taiwan, Touch Your Heart, " highlighting Taiwan's persistence in working hard to become a popular travel destination for international tourists, said the bureau.

"Taiwan is not only determined but also confident to see foreign arrivals top 10 million in three to five years," Minister of Transportation and Communications Mao Chih-kuo said at the launch ceremony.

Besides the logo that consists of a newly created typeface, the promotional package includes a series of designs with the "heart" theme that displays the many charms of Taiwan, a new tune "Time for Taiwan," and a 30-second promotional cartoon.

The bureau said it has begun soliciting advice from experts since 2009 in hopes of elevating Taiwan's global image from the old campaign "Taiwan, Touch Your Heart."

"It wasn't as if we tried to change something that basically was not working. What we want to do is to develop it, " said Jerry Fielder, CEO of London-based Winkreative Co. who helped build the new brand of Taiwan tourism. Lai said the bureau first -gathered opinions from government representatives, academics and the tourism industry. It then entrusted a UK-based branding firm Winkreative with the task of executing the actual design work.

To create a sense of continuity, Lai said the new logo keeps the concept of a human heart, which should be where everything begins. Winkreative chief executive Jerry Fielder said that some successful logos, such as “Incredible India,” were presented in a very graphic and simple manner, adding that the stories they tell are behind the logo, as opposed to having a logo of something that is intrinsically important.

 

Adding that since the logos from Fiji, Indonesia and Malaysia all look similar, he said the team was trying to make Taiwan different.

Fielder said he had visited -Taiwan about 10 times in the past year and having checked out tourist attractions such as Sun Moon Lake (日月潭) Taroko Gorge (太魯閣) and Alishan (阿里山), he had seen both good and bad and had experienced what he characterized as the “unbelievable warmness of the people.”

Characterizing Taiwan as the heart of Asia is not just in the geographical sense, but also has a spiritual dimension, he added.

“Everything my colleagues and I personally learned in traveling here is that this [Taiwan] is a real secret. This is a very different type of place from some of the other countries in the Far East. This place is all about the people ... The life and dynamic come from the people. You gotta experience them,” Fielder said. “In many ways, [we were] trying to make sure that it [the campaign] is a very human, straightforward and clear assimilation.”

Starting in March, the bureau will begin a publicity campaign worldwide, with advertisements appearing on CNN, BBC, and The Economist.

(Source: Taiwan Tourism Bureau. Date: 14FEB2011)


Taiwan Tourism Bureau Press Release

Press Release by Taiwan Tourism Bureau      Date: Feb. 11, 2011
 
Tourism Bureau Launches New Taiwan Tourism Brand

T
he Taiwan Tourism Bureau today officially launched a new brand for Taiwan’s tourism promotion– “Taiwan – The Heart of Asia.” To celebrate the birth of this new brand, new logo, and new slogan, the Bureau also released a new Taiwan tourism promotional song and a 30-second promotional video. The new brand will help the Bureau to further develop international markets, opening a new era in Taiwan as the island continues striving to become one of the world’s top travel destinations.

The new brand was unveiled at a news conference hosted by Mao Chi-kuo, Minister of Transportation and Communications; Janice Seh-jen Lai, director general of the Tourism Bureau; and travel industry professionals. Minister Mao pointed out that the new logo signifies a new era in Taiwan tourism – one in which the Ministry and Bureau will adopt a broader vision in charting new development plans for promoting tourism in Taiwan. Tourism will become a vehicle for driving the development of a variety of new industries such as health care, agriculture, and green industries, giving them a channel for transforming their resources into tourism products. The new logo will also help raise the level of professionalism in Taiwan tourism, so that all the participants can work forward the goal of upgrading their industries and boosting Taiwan’s position in the world of tourism.

Tourism Bureau Director General Janice Seh-jen Lai said that in the 10 years since 2001, Taiwan has been promoting tourism under the slogan of “Taiwan, Touch Your Heart.” This effort has succeeded in projecting Taiwanese people’s friendliness and warmth to the world, and has raised Taiwan tourism to a new level. To welcome the advent of it’s new branding, the Tourism Bureau began soliciting advice and opinions from experts and scholars in various sectors of society beginning in 2009. Through numerous discussions and revisions, the Bureau finally decided on “Taiwan – The Heart of Asia” as it’s preferred logo. Both of these two logos, the old and the new, represent Taiwan’s determination and dedication to becoming a popular travel destination for international tourists.

The new “Taiwan – The Heart of Asia” logo is succinct, and consists of a newly created typeface. It represents the sincerity and innovation of Taiwan’s communications with the world. Taiwan is a fusion of tradition with new trends. Its special characteristics and diversity present what is precisely a microcosm of Asia. Asia’s heart and Taiwan’s warmth are what Taiwan tourism wants to offer tourists from around the world. In the future, all of the Bureau’s promotional material will carry the new logo. Along with the launch of the new logo, the Bureau is presenting a new tune, “Time for Taiwan”, to promote tourism. It will become a new hit among all sectors in Taiwan that are promoting tourism – from government departments to tourism and related industries. The tune, which is composed by Hou Chih-chien(侯志堅), with lyrics by Rei Kuang-hsia(雷光夏)and Hou Yi-ping, was launched together with a 30-second promotional cartoon at the same time as the new brand. We hope these new efforts will encourage everyone to recognize Taiwan Tourism’s new brand, new goal, and new mission.

Starting in March, the Taiwan Tourism Bureau will begin a publicity campaign for the new brand, with advertisements and commercials on CNN, BBC, Time, The Economist, Newsweek, and Monocle, as well as media in Japan, Singapore, Hong Kong, Malaysia, and other countries. Later, the Bureau will promote a series of designs with the “heart” theme as their primary symbol. This will get the word out about the many charms of Taiwan.
 

Tourism Bureau officials are on their way this week to travel fairs in Singapore and India as they begin a new worldwide campaign to promote tourism in Taiwan based on the slogan "Taiwan -- The Heart of Asia."

Chiang Ming-ching, a bureau division chief, said Tuesday the year-long campaign was being launched in the two countries because of the timing of their travel fairs and because they represent a cross-section of markets -- mature Singapore and emerging India.

The bureau hopes to build up stronger connections with the local tourism sector throughout southern Asia and will target vacationers in Singapore and business travelers in the Indian market.

Aside from the new slogan, the worldwide campaign will also highlight a milestone reached this year by the Republic of China, Taiwan's formal country name.

"We'll take the chance to promote travel to Taiwan based on the concept of the country's centennial anniversary at each of our global stops this year, " Chiang said.

Chiang said several promotions revolving around the number "100" are on the drawing board, including one that would give discounts to any group of travelers whose combined age is 100.

Driven mainly by growth in tourists from China, Taiwan's tourism posted a 26 percent increase in overseas visitors last year, with foreign arrivals topping 5.56 million.

The bureau hopes its initiatives will help draw 10 million visitors per year within 3-5 years. 

 

The Taiwan Tourism Bureau has officially launched its new global tourism promotion brand: ‘Taiwan – The Heart of Asia’.  The new brand will play a part in further developing international markets as the Tourism Bureau steps up its activities to position Taiwan as a leading travel destination.
Tourism Bureau Director Janice Seh-jen Lai said that since 2001 the island has promoted tourism under the ‘Touch Your Heart’ slogan, projecting Taiwan’s warmth to the world and reflecting the friendliness of its people.  The new campaign represents Taiwan’s determination and dedication to build on this, as well as underlining the destination’s diversity which makes it a microcosm of the Far East tourism experience.
Also newly-launched is the ‘Tour Taiwan 100’ marketing campaign, which sees the introduction of 100 new cultural and activity tours across the island.  The tours reflect 10 separate promotional themes: Innovative Tours, Biking, Contemporary Culture, Tracking Celebrities, Eco-touring, Hiking, Hot Springs, Local Culture, Customs & Religion, and Aboriginal Tribes.
As part of the Tour Taiwan 100 initiative, prospective visitors can e-mail the Taiwan Tourism Bureau to request special vouchers offering a range of money-saving possibilities.  Vouchers available provide discounts to a wide choice of theme parks around Taiwan, free entry to Taipei’s world-renowned National Palace Museum, and NT$100 credit to spend at Taiwan’s Night Market stalls.  A rechargeable EASYCARD for travel on the Taipei and Kaohsiung metro systems, complete with NT$50 credit, is also offered. 
(Source: 21MAR2011)






 

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