Taipei City Government Case study BEAUTY IS BLOOMING by TAIPEI CITY GOVERNMENT

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BEAUTY IS BLOOMING

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Industry Government & Other Authorities
Media Case study
Market China
Agency TAIPEI CITY GOVERNMENT
Released November 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: TAIPEI CITY GOVERNMENT
Product/Service: 2010 INTERNATIONAL FLORA EXPOSITION
Agency: TAIPEI CITY GOVERNMENT
Date of First Appearance: Nov 6 2010
Taipei City Mayor: Lung-Bin HAU (Taipei City Government)
Chief Executive Officer: Hsiung-Wen CHEN (Operational Headquarter, 2010Taipei Int'l Flora Expo.)
General Producer: Hsi-Yung TING (Operational Headquarter, 2010Taipei Int'l Flora Expo.)
President: Gwa-Guang TAN (Taipei Rapid Transit Corporation)
Secretary General: Yeong-ren CHEN (Taipei City Government)
Former Secretary General: XI-AN YANG (Taipei City Government)
Media placement: AVP - Introduction Film - 6 November 2010

Describe the campaign/entry
2010 Taipei International Flora Exposition is Taiwan’s first internationally authorized horticultural exposition. It features horticulture, environmental protection, arts and technology to demonstrate Taiwan’s advanced achievements. The Expo received many compliments from around the world and was claimed as the best horticulture exposition in 50 years. It was also lauded as one of the most environment-friendly ever horticulture expositions, a successful showcase of 3R and 3G (namely Reduce, Reuse and Recycle; Green Building, Green Energy and Green Transportation.) The Expo is aimed at inviting people around the world to join the “Green City Movement” in searching for a better future and a better life.

Describe how the campaign/entry was launched across each channel in the order of implementation
Taipei City Government adopted three-stage marketing strategies: promotion of the Expo, following by that of Taipei City and Taiwan:
A. Promoting the Expo in Taipei City.
 Through the participation of citizens.
 The Garden City Promotion project.
 City Recreation and Trade Promotion project.
 Collaborating with local commercial festivals of various themes.
B. Promoting the Expo and Taipei to people in Taiwan.
 Developing diversities of travel packages.
 Inviting participation of enterprises (sponsorship and partnership).
 Encouraging field trips for students of all ages.
C. Promoting Taiwan to the world.
 Worldwide marketing: increasing the visibility of Taiwan and the Expo.
 Partnership/Sponsorship with travel agencies and the aviation industry.

Give some idea of how successful this campaign/entry was with both client and consumer
The Expo is estimated to draw 8 million visitors domestically and internationally. The number had reached 7 millions as by the end of March. It not only boosts the growth of Taiwan’s tourism and horticulture industry, but also promotes the image of Taiwan and further builds and strengthens Taiwan’s international friendship and bonds. Furthermore, it brings the economic benefits of NT1,680 billion dollars. The Expo has also won positive media exposure in many countries, which speaks for the success of the promotion strategy and the Expo.