BEAUTY IS BLOOMING by TAIPEI CITY GOVERNMENT for Taipei City Government

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BEAUTY IS BLOOMING

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Industry Shows, Events & Festivals
Media Promo & PR
Market China
Agency TAIPEI CITY GOVERNMENT
Released November 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: TAIPEI CITY GOVERNMENT
Product/Service: 2010 INTERNATIONAL FLORA EXPOSITION
Agency: TAIPEI CITY GOVERNMENT
Date of First Appearance: Nov 6 2010
Entrant Company: TAIPEI CITY GOVERNMENT, CHINESE TAIPEI
Taipei City Mayor: Lung-Bin Hau (Taipei City Government)
Chief Executive Officer: Hsiung-Wen Chen (2010 Taipei International Flora Expo)
Operational Headquarter: Hsi-Yung Ting (2010 Taipei International Flora Expo)
President: Gwa-Guang Tan (Taipei Rapid Transit)
Secretary General: Yeong-ren Chen (Taipei City Government)
Former Secretary General: Xi-An Yang (Taipei City Government)
Media placement: Audio-Visual Presentation - Introduction Film - 6 November 2010

Describe the objective of the promotion.
The 2010 Taipei International Flora Exposition is Taiwan’s first internationally authorised 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 the best horticulture exposition in 50 years. It is also one of the most environmentally 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 to invite people around the world to join the “Green City Movement” in searching for a better future and life.

Describe how the promotion developed from concept to implementation.
Taipei City Government adopted three-stage marketing strategies:

A. Promoting the Expo in Taipei City.
- Through the participation of citizens.
- The Garden City Promotion project.
- City Recreation and Trade Promotion project.
- In collaboration with local commercial festivals of versatile themes.

B. Promoting the Expo and Taipei to people in Taiwan.
- Develop diversities of travel packages.
- Invite participation of enterprises.
- Encourage field trips for students of all ages.

C. Promoting Taiwan to the world.
- Worldwide marketing: increase the visibility of Taiwan and the Expo.
- Partnership/Sponsorship with travel agencies and the aviation industry.

Explain why the method of promotion was most relevant to the product or service.
Actions speak louder than words. Through the demonstration of 3R and 3G at the Expo and encouraging communities in the city to build gardens, it introduces the possibility of green life, raises citizen’s awareness to environment issues, and maximises the green power by word of mouth. Millions of visitors were influenced by the Expo after their visit. The idea of the “green city” will thus become part of the government policies and eventually become a lifestyle.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Expo is estimated to draw 8 million visitors domestically and internationally. The number has reached 7 million as of 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 economic benefits of NT 1,680 billion dollars. The Expo has also won positive media exposures in many countries, which speaks well for the success of the promotion strategy and the Expo.