2014 Marketing PlanTaiwan

JWITotal Solutions for Integrated Lifestyle and Destination Marketing

1

2

3

4

5

6

7

9

8

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

PatrickLin@JWIMarketing.com

Daniel Cheng

Supervisor

YHCheng@JWIMarketing.com

Andrew Koh

MICE Specialist

AndrewKoh@JWIMarketing.com

Contact Information

Mahalo!