The 'Beyond your expectations' campaign consists of a 30-second TVC, print ads and inserts in titles such as USA Today and German magazine Die Zeit. The print ads feature cultural landmarks as well as key icons such as the new Taipei 101, now the tallest building in the world.
PR initiatives, developed in collaboration with Carlson Destination Marketing Services, include the US TV show Adventure Chef being filmed in Taiwan and due to air in the US in the first quarter of 2005.
Emmy Law, account director, Saatchi & Saatchi Taiwan, said: "We are promoting Taiwan as a plentiful, diverse, mystical island with a rich and colourful culture."
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Taiwan Tourism targets Europe, US in new splash
The Taiwan Tourism Bureau has launched a new campaign in the US and Europe, developed by Saatchi & Saatchi Taiwan.