Jenny Chan 陳詠欣
Dec 2, 2011

Taiwan champions sports tourism with Eurosport deal

TAIPEI - The Taiwan Tourism Bureau is promoting the country as a top destination for sports, through a content partnership with Eurosport.

Yani Tseng
Yani Tseng

Taiwan signed a direct agreement with the international sports broadcaster that include advertisements on Eurosport 1 and 2, an iPad campaign, as well as two tailor-made editorial programmes focusing on cycling and golf. These were developed by an in-house production team within one month.

In particular, Taiwanese golfer Yani Tseng (pictured) is advocating the country's potential for golf tourism in these Eurosport programmes, that is currently broadcasting until 7 December.

Mark McFarlane, commercial director of Eurosport Asia-Pacific, told Campaign the agreement broadens the sports-advertising portfolio for the channel, which is already dominant in most European countries, but less so in the Asia Pacific region.

In recent years Taiwan has pushed the development of an embryonic sports-tourism industry. There are now a number of annual competitions such as the Taiwan Cup, a 200-kilometer invitational cycling race and the Mercuries Taiwan Masters International golf tournament. "We hope more foreign visitors experience Taiwan's colourful attractions. It's time for Taiwan!" Joseph Cheng, executive officer of Taiwan Tourism Bureau, added.

Source:
Campaign China

Related Articles

Just Published

21 hours ago

AI, copyright, and creativity: The fine line ...

With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.

21 hours ago

Women to Watch 2024: Vivian Liu, DeVries Global

A PR veteran, Liu empowers the next generation in Taiwan by promoting fairness, authenticity, and industry excellence.

22 hours ago

A new campaign gives dignity to Vietnam's unsung heroes

This Labour Day, a powerful tribute by creative agency The Friday urges us to see the workers we pass by without a second thought. But does recognition go far enough?

22 hours ago

Amazon unveils first brand overhaul in 25 years, ...

The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.