Taiwan Tourism Bureau Promotional Video

Summary

In 2011, a tourism promotional video was created for the Taiwan Tourism Bureau, which falls under the Ministry of Transportation and Communications (MOTC). The video was based around the concept of "My Beautiful Island", and used narrative film techniques to convey the beautiful warmth of the land and people. The goal was to step away from the government’s previous tourism promotion methods, which consisted of inviting celebrities as spokespersons, and instead, to dig deep and bring out Taiwan’s cultural appeal. Bringing Taiwan's natural geography and its rich cultural heritage to the fore, the video was positively received at the moment it was released and was a hit with the Tourism Bureau’s target market of international tourists.

Mission

In 2011, JL DESIGN worked with Evergreen International to plan a new annual promotional video for the Tourism Bureau, MOTC. Based around the concept of "My Beautiful Island", our goal was to step away from the government’s previous tourism promotion methods of inviting celebrities as spokespersons, and instead, to dig deep and bring out Taiwan’s cultural appeal, advertising the charm of Taiwan and the warmth of its people to the target tourist markets.

Solution

Using narrative film techniques, we captured the wonderful and amazing journeys in various tourist spots in Taiwan, and the two-time Emmy-winning Hollywood photographer Mr. Michael Fimognari was specially invited to work with us on the project. The story revolved around the four target markets of the Tourism Bureau, which are North American retiree couples, young Southeast Asian families, young Japanese women, and youthful Australian backpackers. With these four groups of travellers from farflung corners of the world coming to Taiwan and enjoying the amazing sincerity and unique warmth of the people, we’d like to demonstrate the wonderful experiences travellers could get on this Beautiful Island.

Impact

After the video was released, it was lauded by media outlets from around the world, rapidly accumulating millions of views on major video-sharing websites, and received an overwhelmingly positive response. Originally, only English and Japanese subtitles were produced for the target audiences, but Chinese subtitles were added after a large number of viewers requested them. The promotional video successfully persuaded the government’s tourism body to step away from the celebrity endorsement methods of the past, and instead, focus on advertising Taiwan’s natural geography and its rich cultural heritage. This would be more effective in leaving a beautiful and lasting impression on foreign tourists and the local Taiwanese audience.