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RESULTS
In less than 12 months TSP has managed to double the number of tour operators offering Taiwan as a destination, with Kuoni, Audley Travel and Lastminute.com by no means the only successes.
Emerald Global Ltd launched its own dedicated Taiwan brochure as a result of our efforts, while our participation at the British Bird Fair in August 2006 led to a dedicated birdwatching fam trip to the island in December. Four specialist birding operators have subsequently committed to introducing Taiwan to their programmes for 2007/2008.
Increased coverage is already paying dividends for Taiwan; visitor numbers for March 2007 showed an increase of more than 18 per cent on the same month in 2006.
STRATEGY & PLAN
While Taiwan was available through a number of Far East specialist tour operators in the UK, it lacked the ‘big name’ mainstream operator that would drive volume and establish the island as a significant Asian destination for British visitors.
TSP’s priority was to secure that ‘big name’, supplemented by significant additional coverage in mainstream tour operator brochures, and to develop niche markets for future expansion of Taiwan.
TSP immediately initiated discussions with a wide portfolio of operators, highlighting Taiwan’s diverse range of attractions and negotiating a compelling integrated marketing campaign with leading specialist Kuoni, which led to the operator introducing Taiwan in its 2007 China brochure.
TSP secured another big hit for Taiwan with a double-page spread in the Asia brochure of fast-growing Audley Travel. And, with more consumers than ever before booking travel online, TSP’s influence secured the expansion of Taiwan coverage in the Lastminute.com programme.
OBJECTIVE
To significantly raise Taiwan’s profile in the long-haul travel market by securing greater coverage and marketing of the destination by leading UK tour operators.
| Client: | Taiwan Tourism Bureau |
| Campaign: | Increase availability and awareness of Taiwan as a tourism destination in the highly competitive UK market |
| Timescale: | April 2006 to date |
| Budget: | Annual retainer, plus marketing budget |
OVERVIEW
Taiwan is one of the most undiscovered, diverse and culturally rich countries in Asia, but has not developed its profile in the UK tourism arena in the same way as many other destinations in the region.
The Taiwan Tourism Bureau appointed The Saltmarsh Partnership in April 2006 to increase coverage of Taiwan in UK tour operator brochures, thus helping to develop consumer knowledge of the island and providing more opportunities for travellers to book a trip to Taiwan.
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