THE GOLD STANDARD AWARD FOR COUNTRY AND TRADE PROMOTION

Sponsored By: MHP Communications

Winner: Taiwan External Trade Development Council – Meet Taiwan

With its Meet Taiwan campaign, Taiwan External Trade Development Council (TAITRA) aimed to promote Taiwan as the best destination for meetings and events to be held by companies and associations around the world. To do that, it had to move beyond the traditionally conservative communications approach of Taiwan’s event industry to new strategies better able to engage with targeted media, international corporations and associations.

This involved using its marketing prowess to boost the emotional and interactive links between the event industry and visitors, and assisting conference organisers with bids for international meetings that would broaden brand awareness.

Its initiatives included the formation of a specialised bidding team to have a leading role and set an example for Taiwan’s event industry and the inclusion of corporate social responsibility (CSR) into promotional events. Participants in a familiarisation tour were asked to complete CSR projects that had a positive impact on society, and the programme adopted various eco-friendly guidelines to balance economic and societal development.

TAITRA devised an annual competition for “Asia Super Team” to promote corporate incentive travel in Taiwan. To date, more than 300 businesses have competed, in the process visiting places with the potential to serve as future incentive travel destinations.

Another initiative was “High Five Taiwan”, an interactive gaming app that adopted the internationally recognised celebratory action to represent the readiness of Taiwan’s event industry and displayed selling points during the game.

Other promotional activities included advertorials to reach a wider audience, a Meet Taiwan Facebook page with daily updates, the BEST Rewards Programme to encourage foreign companies to bring events to Taiwan and a Meet Taiwan Card giving special offers for tourist activities, food and drink, accommodation and transport.

A total of 488 media clippings were generated during the three-month Asia Super Team campaign and more than 2 million people were reached on Facebook in July and August 2016.

The results speak for themselves: in particular, the number of foreign visitors attending events in 2016 was 200 percent higher than the year before, and total output value for the industry in 2016 reached NTD$426 billion, up 8 percent from 2015.

High-profile events that have been attracted include the 2017 World Congress on Information Technology and the 2021 Rotary International Convention. Taiwan now ranks 7th in Asia and 32nd in the world for global meetings.

Shortlist:

  • American Chamber of Commerce in Thailand: Reforming The Royal Thai Customs Laws
  • Genesis Burson Marsteller + Education New Zealand: From Volume to Value
  • Taiwan External Trade Development Council: Meet Taiwan