Integrated campaign for Taiwan Tourism Bureau

NewBase Content produced an end-to-end integrated campaign for Taiwan Tourism Bureau (TTB) targeting prospects in Australia and New Zealand. As a new target market where Taiwan had very little customer recognition, we proposed a multi-platform 6-month campaign across digital (social media buys and programmatic), radio, OOH and print (advertising and advertorial).

With limited existing creative assets available (and nothing tailored for the Aus/NZ audience), a key part of our campaign involved bespoke content development across the various media.

Following market research, NewBase Content devised an original campaign called “So Different. So Taiwan!”. This concept derived from the fact that while many of Taiwan’s attractions have similar sounding counterparts in Australia, the Taiwanese versions are incredibly different and more exotic.

We shot two videos on location in Taiwan, each cut into a series of shorter edits for distribution via social media channels. Other deliverables included radio ad scripts, advertorial copywriting and design, as well as web banner, print and OOH ad design and copywriting. NewBase Content was also responsible for social media management, writing posts for TTB’s AUs/NZ pages on Facebook, Instagram and Twitter.

Facebook followers grew tenfold after only 3 months, passing our 10,000 target half way into the campaign. In the first 3 months of the campaign, Facebook and Instagram page post ads achieved 4.3 million impressions, while Programmatic ATS (various standard banners) gained 45,000 clicks based on an estimated 56.25 million impressions.

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