2014 Marketing Plan Taiwan

Transcription

1 2014 Marketing Plan Taiwan

2 JWI Total Solutions for Integrated Lifestyle and Destination Marketing

3 Overview of Taiwan Market

4 Land Mass : 36,193km2 Population : 23, (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, , , ,766 38,500

5 Taiwan Outbound Travel Trends Year ,142,976 Year ,415,074 Year ,583,873 Year ,239,760 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

6 Typical Tour Packages to Hawai i Hawaii 6Day/4Nights (FIT-Honolulu) 9144 RMB up $NT66,900 $NT68,900

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8 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 -US Visa Waiver -Direct flights with HA and CI THREAT - Strong competition from island destinations in S.E. Asia

9 Market Trends Existing New Trend Traditional itineraries FIT Special Interest Tourism Honeymoon / Family focus MICE Promotion Extended Tours to Mainland USA

10 Direct Flights to Hawai i Route Airlines Flights / Week Taipei (TPE) to Honolulu (HNL) China Airlines Seat Available / Week Taipei (TPE) to Honolulu (HNL) Hawaiian Airlines Does not include charter flights throughout the year Does not include 1-stop connection flights to HNL from Taiwan

11 Factors Determining Travel Destination Factors when Considering Travel Destination Convenience of Transportation % Theme Tour with Activities New destinations Food and Dining Options Family Oriented Exhibition / Conventions New Attractions HA/CI Direct Flight Many Outdoor / Water Activities in Hawaii Great World Cuisine, Authentic Hawaiian Food Elderly Preferences Special Events Medical Tourism Others * From Taiwan Tourism Bureau

12 Travel Information Procurement By % Origin of Information Friends, Word of Mouth Internet E Media Printed Media Travel Agency Destinations Internet on Mobile 1.7 Travel Fairs Others Methods Keyword Search on Portal Website Search on Travel Agency Website Search on On-line Travel Forum How Taiwanese People Look for Travel Product On Line Social Website 2.7 Others 1.1 * From Taiwan Tourism Bureau

13 2014 Taiwan Marketing

14 Integrated Marketing

15 Leisure Strategies

16 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 YatSen slife in Hawai i Highlight President Obama s life in Hawai i

17 Strategy 1: Reviving Hawai i Brand 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 iindustry partners

18 Strategy 1: Reviving Hawai i Brand Initiative 2: Consumer Promotion

19 Strategy 1: Reviving Hawai i Brand Initiative 3: Print Advertisements Paid & Co-Op

20 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

21 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

22 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.

23 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.

24 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.

25 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

26 Strategy 4: Online and Social Media

27 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

28 MCI Marketing

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30 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

31 Event Featured Performance HULA DANCE Guitar & Ukelele

32 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.

33 Strategy 1: Trade Marketing Initiative 3: MICE FAM Trips Create FAMs focused on showcasing the best of Hawai imci 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

34 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, InternationsTaipei, Taiwan Professionals Group, Start-up Weekend, Ignite Taipei, Cross Points, Taipei Interactive English Club, etc.

35 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 (nongovernment 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

36 Partnership Opportunities

37 TRAVEL TRADE EDUCATION Training Workshop Throughout the year Regular workshops to share Hawai i travel knowhow 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 year Visitation to leisure travel partners Free of Charge Joint Sales call -MCI Throughout the year Visitation to MCI agents and corporate accounts Free of Charge Leisure & MCI Newsletter Monthly E-newsletter to industry and interested parties highlighting Hawai i tourism -Information Support -Promotional Giveaways MCI Partner Launch Event May 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

38 TRAVEL FAIRS Taichung International Travel Fair - Spring (TITF) Late April City:Taichung Taiwan s 3 rd 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 2 nd largest city. With US Visa Waiver, Kaohsiung residents are ready to travel to the US. -Participation (USD$700) -Giveaways POST TTE Sales Call Week after TTE Visiting 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 Call 1 Week Prior to ITF Visiting 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 3 rd largest population center. With US Visa Waiver, Taichung residents are ready to travel to US. -Participation (USD$700) -Giveaways

39 TRAVEL TRADE FAMILIATIZATION TRIPS (FAMs) FAM Tour - MCI March MCI agents in Taiwan -to educate and engage autumn season MICE events / activities FAM Tour - Leisure FAM Tour - MCI April September Leisure travel partners in Taiwan, together with selected media -to prepare for summer peak season promotion MCI agents in Taiwan -to educate and engage spring season MICE events / activities Sponsorship on: (10 pax) - Hotel Rooms - Meals - Itinerary - Ground Transportation - Flights - Activities / Attractions FAM Tour - Leisure November Leisure travel partners in Taiwan, together with selected media -to prepare for winter/cny peak season promotion

40 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

41 Contact Information Patrick Lin Vice President Andrew Koh MICE Specialist Daniel Cheng Supervisor

42 Mahalo!