Taipei World Trade Center Promo, Case study TAIWAN PAVILION 2010 by Ogilvy & Mather Taipei

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Media Promo & PR, Case study
Market Taiwan
Agency Ogilvy & Mather Taipei
Released August 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Product/Service: SHANGHAI EXPO 2010
Managing Director: Abby Hsieh (Ogilvy PR Worldwide, Taiwan)
Account Manager: Linda Chang (Ogilvy PR Worldwide, Taiwan)
Senior Account Executive: Amy Huang (Ogilvy PR Worldwide, Taiwan)
Account Executive: Yi Lun Chang (Ogilvy PR Worldwide, Taiwan)
Media placement: N/A - NA - No Media Buy. All Media Is Earned Not Paid Media - N/A
Media placement: N/A - NA - No Media Buy. All Media Is Earned Not Paid Media - N/A
Media placement: N/A - NA - No Media Buy. All Media Is Earned Not Paid Media - N/A
Summary of the Campaign
A warming of cross-strait relations between Taiwan and mainland China led to a spectacular breakthrough when Taiwan was invited to participate in Expo 2010, after a 40-year absence. The 2010 Shanghai Expo marked Taiwan’s undeniable return to the world stage, after decades of diplomatic and economic isolation from China.
The Expo presented an extremely high-profile opportunity to excite Taiwanese people and celebrate ties with mainland China. The agency was briefed to create a communications campaign to raise awareness of Taiwan’s successful Expo participation to reinvigorate national pride, ensure Expo participation contributed to positive cross-strait relations and generate "brand" value for Taiwan from the Expo participation.
In post-Expo research with Taiwanese citizens, this campaign generated over 85% agreement that participation in Expo had successfully promoted Taiwan to the world and helped to restore national Taiwanese pride. The Chinese President praised Taiwan participation in Expo, an endorsement with value far beyond the client’s goals. Furthermore, the brand value of Taiwan Pavilion was estimated between US$20.9 million and US$24.1 million. This campaign successfully created major economic and political benefits for Taiwan for years to come.
The Situation
1. Politically sensitive Pavilion Location
Expo officials granted Taiwan Pavilion
The Goal
1. Generate agreement and national pride amongst Taiwanese citizens that the Taiwan Expo Pavilion was a success and helped improve cross-strait relations between China and Taiwan.
2. Realise an economic value from Taiwan’s Expo participation.
The Strategy
There were five key elements to the PR strategy:
1. Influencer endorsement: Attract and secure coverage of visits by prominent international celebrities and VIP’s to the pavilion – leveraging their perceived endorsements to demonstrate international recognition of Taiwan’s participation.
2. Top 10 ranking: Secure top 10 pavilion rankings for Taiwan Pavilion and generate awareness of these rankings to demonstrate the pavilion’s success.
3. Engage youth: Motivate younger Taiwanese to support Taiwan’s Expo participation via viral video of an original Expo theme song recorded by Mandopop diva Jolin Tsai, celebrating the spirit of Taiwanese youth.
4. Online presence: create an unprecedented online Pavilion presence to reach the majority of Taiwanese not visiting the Expo, generating views on key websites well above average rates.
5. Business recognition: secure industry/trade recognition for the Taiwan campaign to build business confidence.
Four distinct campaign stages to build the groundswell of public opinion shift required. Each stage was designed to build upon the previous work.
1. Warm up (Jul 2009 ~ April 2010):
(a) Creative online activities, including building official website, ambassadors voting campaign, "Best Wishes" voting campaign and online Taiwan Pavilion providing virtual tour.
(b) Invite national level celebrities to endorse.
(c) Hold several press conferences to raise public awareness.
2. Trial operation (April 2010):
(a) Release theme song to create word of mouth on social media.
(b) Invite Taiwan popular bloggers to visit.
3. Official opening (May 2010):
(a) Host the Pavilion’s grand opening ceremony.
(b) Release news intensively to profile the Pavilion features.
(c) Showcase VIP visitors.
4. Post opening (Jun ~ Oct 2010):
(a) Constantly create media angles to maintain the public awareness.
Documented Results
1. 86.8% of Taiwanese agreed the Pavilion successfully promoted Taiwan on the world stage and 84.8% intended to visit the Pavilion when relocated to Taiwan post-Expo (Source: Insight Explorer survey).
2. Chinese President, Hu Jintao, praised Taiwan’s participation in Expo at APEC 2010. Taiwan President commented "I believe no one would want a war after Shanghai Expo 2010. It is a positive message to Taiwan to present our soft power to the world." Both statements were considered huge indicators of success in advancing peaceful cross-strait relations.
3. "Brand" value of Taiwan Pavilion was estimated between US$21-24million and US$14 million was raised in reselling the Pavilion as a tourist attraction (Source: Fan-Mei Management Consultancy, Taiwan).
4. Overseas tourists to Taiwan grew 26.7% in 2010 contributing US$8.6billion in incremental tourist revenue. This was double the 2009 tourist growth rate (Source: National Immigration Agency, Republic of China (Taiwan) Dec 2010).