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2014 Marketing PlanTaiwan
JWITotal Solutions for Integrated Lifestyle and Destination Marketing
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Overview of Taiwan Market
Land Mass : 36,193km2
Population : 23,335580
(23million) updated April
2013
Web users : 15 million
Smartphone users: 3 million
Area
2012GDP
(Million
USD)
Growth
(%)
2013GDP
(Million USD)
2014GDP
(Million USD)
2015GDP
(Million USD)
2012
GDP/Person
(USD)
Taiwan 474,000 1.3 494,851 528,127 568,766 38,500
10,239,760Year 2012
9,583,873
Year 2009
Year 2011
8,142,976
Year 2010 9,415,074
Top 10
Outbound
destination:
1) China
2) Hong Kong
3) Japan
4) Korea
5) Australia
6) USA
7) Vietnam
8) Thailand
9) Singapore
10) Philippines
Taiwan Outbound Travel Trends
http://admin.taiwan.net.tw/statistics/market.aspx?no=133
Typical Tour Packages to Hawai‘i
Hawaii 6Day/4Nights (FIT-Honolulu) 9144 RMB up
$NT66,900
$NT68,900
SWOT Analysis
STRENGTH WEAKNESS
- Established destination - Expensive
- Unique and attractive culture - Long transit times
- Special interest activities haven - Lack of continuous promotion
- Shopping Paradise - Language Barrier
OPPORTUNITY THREAT
- US Visa Waiver
- Strong competition from island
destinations in S.E. Asia- Direct flights with HA and CI
• Traditional
itineraries
• FIT
• Special Interest Tourism
• Honeymoon / Family focus
• MICE Promotion
• Extended Tours to
Mainland USA
Existing New Trend
Market Trends
Route Airlines Flights /
Week
Seat Available /
Week
Taipei (TPE) to Honolulu
(HNL)
China
Airlines
2 500
Taipei (TPE) to Honolulu
(HNL)
Hawaiian
Airlines
3 882
• Does not include charter flights throughout the year
• Does not include 1-stop connection flights to HNL from Taiwan
Direct Flights to Hawai‘i
Factors when Considering
Travel Destination2010 2011 2012
Convenience of
Transportation35.6 32.6 37.3
Theme Tour with Activities 19.5 18.5 16.5
New destinations 12.1 14.1 13.8
Food and Dining Options 11.6 13.3 12.8
Family Oriented 7.2 6.5 6.5
Exhibition / Conventions 4.5 4.4 3.4
New Attractions 4.4 4.2 3.2
Elderly Preferences 3.2 2.8 2.6
Special Events 1.3 1.4 1.2
Medical Tourism 1.1 0.5 0.2
Others 0.8 1.7 2.4
Factors Determining Travel Destination
%
HA/CI Direct Flight
Many Outdoor / Water
Activities in Hawaii
Great World Cuisine,
Authentic Hawaiian Food
* From Taiwan Tourism Bureau
Origin of Information 2010 2011 2012
Friends, Word of Mouth 50.7 52.9 52.9
Internet 32.9 36.6 36.1
E Media 14.3 18.5 12.5
Printed Media 8.3 10.9 7.3
Travel Agency 2.2 2.7 2.8
Destinations 2.4 3.9 3.3
Internet on Mobile ─ ─ 1.7
Travel Fairs 0.8 0.9 0.8
Others 0.4 0.4 0.5
Travel Information Procurement
Methods 2011 2012
Keyword Search on Portal
Website80.9 76.7
Search on Travel Agency
Website16.6 19.2
Search on On-line Travel
Forum10.6 10.7
Social Website ─ 2.7
Others ─ 1.1
How Taiwanese People Look for
Travel Product On Line
* From Taiwan Tourism Bureau
By %
2014 Taiwan Marketing
Integrated Marketing
Leisure Strategies
Strategy 1: Reviving Hawai‘i Brand
Initiative 1: Go Hawai‘i
Strengthen the “Go Hawai‘i” Brand Image:
• Promote Hawai‘i as a must-go leisure destination
• Showcase why Hawai‘i is still the best destination for travelers
• Create more activities, added value, and various tour program
• Educate the public on Hawaiian culture and destinations through
media and events
• Promote Hawai‘i’s different islands and cultural festivals and
events through media and events
• Highlight Taiwanese and Chinese populations living in Hawai‘i
• Highlight Dr. Sun Yat Sen’s life in Hawai‘i
• Highlight President Obama’s life in Hawai‘i
Initiative 2: Consumer Promotion
Capitalizing on ITF – the largest consumer show in Taiwan
• 500 domestic and foreign businesses; 1,000 booths
• 230,000 visitors; 3 billion NTD in 2012
• Showcase Hawai‘i destination and products with
participation of Hawai‘i industry partners
Strategy 1: Reviving Hawai‘i Brand
Strategy 1: Reviving Hawai‘i Brand
Initiative 2: Consumer Promotion
Initiative 3: Print Advertisements – Paid & Co-Op
Strategy 1: Reviving Hawai‘i Brand
Strategy 2: Trade Marketing
Initiative 1: Airline Partnerships
• Create co-op campaigns and new marketing materials to
increase load factor
• Develop attractive multi-island routes/packages
• Use TPE as a gateway to attract SE Asian passengers
Strategy 2: Trade Marketing
Initiative 2: Tour Operator Partnerships
Work closely with Taiwan outbound operators to promote Hawai‘i :
• Regular sales call with top outbound tour operators including specialty
operators and OTA’s
• Educate and update them with destination & product information continuously
• Link operators with Hawai‘i stakeholders to create new opportunities
• FAM trips to let operators experience Hawai‘i firsthand
• Co-Op programs
Strategy 2: Trade Marketing
Initiative 3: Distributor Partnerships
Hawaiian Coffee Promotion
• 5.4 million regular coffee drinkers, NT$13.5 billion spent annual on coffee
• Promote Kona Coffee Cultural Festival in Taiwan
• Hawaiian coffee tasting event at different venues to promote Hawaiian coffee
and tourism
• Invite local Kona/Hawaiian coffee distributors and media for these events.
Strategy 2: Trade Marketing
Initiative 3: Distributor Partnerships
Hawaiian Beer and Clothing Promotion:
• Partner with Hawaiian beer and Aloha wear distributors to create events
• Host events to attract consumers, industry partners and media to win prizes
and participate in “Hawai‘i-themed” activities
• Promote/educate public/travel trade regarding unique Hawaiian products
• Wearing “Aloha wear” will allow participants to win Hawaiian handcrafted
beers and other products.
Strategy 2: Trade Marketing
Initiative 4: Taiwan and Hawai‘i Newsletters
Taiwan
- Monthly newsletters will be distributed to the Taiwan travel trade
industry containing the latest information about Hawai‘i tourism,
upcoming events in Hawai‘i, and upcoming promotions occurring in
Taiwan.
Hawai‘i
- Monthly newsletter will be distributed to Hawai‘i stakeholders and
interested parties to share latest Taiwan promotions, upcoming
partnering opportunities, and travel trends from Taiwan.
Strategy 3: Public Relations & Promotions
• Press Releases announcing new products, cultural festivals
and events, and other relevant information
• Engage travel industry through participation in travel/trade
associations
• Secure media outlets to release lifestyle stories regarding
Hawai‘i
• Crisis management and coordination of information
• Serve as a liaison between Taiwan and Hawai‘i
Strategy 4: Online and Social Media
Strategy 4: Online and Social Media
Portal Sites & Blogs
A. Blogger Marketing
• Invite famous bloggers to write articles that promote Hawai‘i
• buy Hawai‘i-related search keywords in portal sites
B. Campaign Webpage
• produce campaign web pages to introduce Hawai‘i products
• conduct marketing in major social sites and forum site
MCI Marketing
Strategy 1: Trade Marketing
Initiative 1: MCI Program Launch & Events
Educate the businesses and MCI operators on the facilities and activities available in Hawai‘i:
• The first round of communication will be launched in spring
• Promotional event to promote MCI facilities, Hawaiian culture, sightseeing
and resorts to Taiwanese businesses
• Hawaiian imagery and showcase of Hawaiian Culture
• Media coverage of event
HULA DANCE
Guitar &
Ukelele
Event Featured Performance
Strategy 1: Trade Marketing
Initiative 2: Regular Hawai‘i Workshop
◆ Rationale: Conducting regular workshop to share Hawai‘i travel
know-how and continuous information
◆ Method:
- Diversified Cultural Topic: Workshop will be conducted in a creative,
informal way that represent Hawaii’s relaxing atmosphere and
authentic local spirit
- History and Geography, Society and Races, Festivals and Customs,
Traditions and Religions, Music and Dances, etc
- Rewarding Activities: Travel ideas exchange, itinerary competition,
Q&A, group discussion and so on.
◆ Create FAMs focused on showcasing the best of Hawai‘i MCI
facilities/activities:
- Identify the top 100 Corporations regularly having MCI activities
abroad.
- Create a “showcase” MCI tour highlighting all that can be done
- Link Hawai‘i stakeholders with Taiwan MCI operators and corporations
- Provide latest information for MCI tourism in Hawai‘i
Strategy 1: Trade Marketing
Initiative 3: MICE FAM Trips
Strategy 2: Public Relations
Initiative 1: Partnership with Networking Organizations
◆ Rationale: To have extensive networking results and can leverage on existed
platforms’ database, partnering with other socializing groups would accelerate
increasing potential clientele and further push Hawai‘i MCI promotions to
various circles of relations.
◆ Method of Execution: To have barter exchange cooperation with those
organizations for promotional collaterals exposures, placement marketing,
sharing of guest list, co-hosting logo and advertising, etc.
◆ Potential Partner Candidates: Oriented.com, Internations Taipei, Taiwan
Professionals Group, Start-up Weekend, Ignite Taipei, Cross Points, Taipei
Interactive English Club, etc.
Strategy 2: Public Relations
Initiative 2: Partnership with Charity / NGO / NPO
◆ Rationale: To match the new trend of CSR (Corporate Social Responsibility) and
specific theme manipulation to promote company’s social images, designating MCI
scheme / program under partnership with charity organizations or NGO (non-
government organizations) / NPO (non-profit organizations) is expected to be a
fresh highlight that would drag entrepreneurs’ attention.
◆ Method of Execution: To have collaboration with relevant social institutes and
make tourism clients take care of the sponsorship, in exchange with news
coverage, media exposures and relevant branding effects (all authorized by the
social institutes). Besides, among these organizations’ events and marketing
campaigns, Hawai‘i tourism would be placed under the name of supporter or even
co-host to add on positive images on Hawai‘i tourism.
◆ Potential Partner Candidates:
- Environmental: The Society of Wilderness, Green Peace, WWOOF
- Youth Development: AIESEC, Baton Project
- Charity on Poverty: Red Cross, World Vision
Partnership Opportunities
TRAVEL TRADE EDUCATION
Training WorkshopThroughout
the year
Regular workshops to share Hawai‘i travel know-
how and novel information, in the form of creative
activities, interactive programs and competitions
with diversified cultural topics.
- Information
Support
- Giveaways
Joint Sales call -
Leisure
Throughout
the yearVisitation to leisure travel partners Free of Charge
Joint Sales call - MCIThroughout
the yearVisitation to MCI agents and corporate accounts Free of Charge
Leisure & MCI
NewsletterMonthly
E-newsletter to industry and interested parties
highlighting Hawai‘i tourism
- Information
Support
-Promotional
Giveaways
MCI Partner Launch
EventMay
Sales mission targeted at MICE corporations and
agencies. Full day event with shows, information
sessions and dining all to showcase Hawai‘i MCI.
Over 100 leading MICE and travel agencies
attending.
USD$500
TRAVEL FAIRSTaichung International
Travel Fair - Spring
（TITF）
Late April
【City：Taichung】
Taiwan’s 3rd largest population center. With US Visa
Waiver, Taichung residents are ready to travel to US.
- Participation
(USD$700)
- Giveaways
Kaohsiung Travel Fair
（KTF）Early May
【City：Kaohsiung】
Taiwan’s 2nd largest city. With US Visa Waiver, Kaohsiung
residents are ready to travel to the US.
- Participation
(USD$700)
- Giveaways
POST TTE Sales CallWeek after
TTEVisiting top Travel Agents and MICE Corporations USD$500
Taipei Tourism Expo
（（（（TTE））））Late May
【【【【City：：：：Taipei】】】】
The second largest travel fair in Taipei. Direct to
consumer, this is where lots of travelers purchase
summer travels.
- Participation
(USD$700)
- Giveaways
Pre ITF Sales Call1 Week
Prior to ITFVisiting top Travel Agents and MICE Corporations USD$500
International Travel
Fair（（（（ITF））））
Late
October
【【【【City：：：：Taipei】】】】Largest travel event in Taiwan of the
year, HTA Taiwan will be exhibited and encourages
Hawai‘i partners to join in. The most direct
engagement of end consumers.
- Participation
(USD$1000)
- Booth
Sponsorship
(USD$1500 up)
- Giveaways
Taichung International
Travel Fair – Autumn
（TITF）
Early
November
【City：Taichung】
Taiwan’s 3rd largest population center. With US Visa
Waiver, Taichung residents are ready to travel to US.
- Participation
(USD$700)
- Giveaways
TRAVEL TRADE FAMILIATIZATION TRIPS (FAMs)
FAM Tour - MCI MarchMCI agents in Taiwan - to educate and engage
autumn season MICE events / activities
Sponsorship on: (10 pax)
- Hotel Rooms
- Meals
- Itinerary
- Ground Transportation
- Flights
- Activities / Attractions
FAM Tour -
LeisureApril
Leisure travel partners in Taiwan, together with
selected media - to prepare for summer peak
season promotion
FAM Tour - MCI SeptemberMCI agents in Taiwan - to educate and engage
spring season MICE events / activities
FAM Tour -
LeisureNovember
Leisure travel partners in Taiwan, together with
selected media - to prepare for winter/CNY peak
season promotion
PUBLIC RELATIONS AND NETWORKING
Partnership with
Charity / NGO /
NPO Organizations
Monthly
Partnership with Charity / NGO / NPO Organizations to
attract corporates for “Tourism Charity” branding as
their CSR incentives (e.g. each MCI tour group will
donate 5% of total budget for charity use.)
Sponsorship on
partnered
organizations
Editorial/Feature
Stories
Throughout the
year
Cooperate with media to release lifestyle stories
regarding Hawai‘i
- Information
support and
media
materials
provision
- In-Kind Barters
Social/Online
Media Promotions
Throughout the
year
Engaging with travel consumers directly via FaceBook,
WeiBo, WeChat, Line, Various Websites
Information/Conte
nt
Giveaways
Patrick Lin
Vice President
Daniel Cheng
Supervisor
Andrew Koh
MICE Specialist
Contact Information
Mahalo!
