Experience the fine and diverse culture of Taiwan, where unique stories and local sentiments await at every corner. Immerse yourself in the vibrant lifestyles of its people, as you cordially embark on a journey to uncover the hidden gems of this beautiful island. With numerous off-the-beaten-track destinations to explore, Taiwan Tourism Administration is set to revolutionize the way tourists perceive Taiwan with their new brand. Get ready to discover a whole new side of Taiwan that will leave you captivated and inspired.
Unveiling Taiwan: From Destinations to Purposeful Experiences - Revolutionizing Taiwan's Tourism Brand
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The Challenge
We noticed that travelers have changed. From "destination travel" to "purposeful travel." From places (nouns) to experiences (verbs). Therefore, we boldly overturned Taiwan's tourism brand logo and slogan, which had been used for 10 years.
The Solution
By infusing the fluidity of every mountain, sea, and path of the land, we create a dynamic new slogan and CI full of marvels: Taiwan. Waves of Wonder.
Dentsu Creative Taiwan also collaborated with a Golden Horse Award-winning design team to develop a dynamic visual system and a custom designed a "Taiwan font". Dentsu Creative also transformed the names of attractions into four actionable verbs, dynamically reintroducing Taiwan, a beautiful island, to the world.
SHARE: Spread the Beauty | DISCOVER: Discover the Unique | ENGAGE: Connect People and Culture | ENJOY: Embrace Relaxation
Through these 4 verbs and 4 travel plans, Dentsu Creative Taiwan aimed to synchronize Taiwan's tourism industry, delivering wave after wave of surprises.
The Results
The new tourism brand not only refreshed the contemporary image but also brings confidence and pride to Taiwan. The President proactively posted, calling all of Taiwan to share their new "business card" to the world. From Taipei 101 to New York Times Square, the London Underground, Paris landmarks, and Shibuya Japan, this new wave of Taiwan is sweeping across the globe.
Innovating to Impact
Dentsu Creative Taiwan understands that tourism is more than just about creating memorable travel experiences. It serves as a gateway for travelers to immerse themselves in the exceptional cultural vitality, creativity, and values that Taiwan has to offer. By showcasing the beauty of our land and the passion of our people, we aim to transform every Taiwanese individual, whether residing here or abroad, into proud ambassadors of our nation's tourism. Through their innovative approach, Dentsu Creative strive to cultivate a new global perspective for Taiwan, allowing the world to discover the true essence of our remarkable destination.
Awards Won
4A Creative Awards — Best Brand Image & Identity (Silver), Best Localized Innovation Marketing (Bronze) and Best Digital Visual (Merit)
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