#ShowMeTaiwan North American Integrated Marketing Campaign

#ShowMeTaiwan is a yearlong integrated marketing campaign by Purple Media for the Taiwan Tourism Administration (TTA) in North America, aimed at inspiring more Canadians to visit Taiwan through offline events, online marketing, and travel agent training.
Purple Media created the slogan #ShowMeTaiwan from the perspective of Canadians unfamiliar with Taiwan. This hashtag served as a dynamic call-to-action, encouraging travelers to share their Taiwan experiences, driving user-generated content, contest entries, and enhancing social media discoverability. The "Show" in #ShowMeTaiwan invites the world to explore Taiwan's rich culture, cuisine, history, and stunning landscapes. Meanwhile, "Me" personalizes the journey, emphasizing the unique stories and experiences of each traveler, and “Taiwan” keeps Taiwan top-of-mind.

We partnered with airlines and the travel trade were held in high-traffic malls in Toronto and Vancouver, featuring a bespoke booth design inspired by Taiwan’s iconic Dragon and Tiger Pagodas. Fun games such as Taiwanese pinball, immersive VR walk-throughs of Taiwan, and artistic workshops where families could paint paper umbrellas, make indigenous Taiwanese bead bracelets, and have bookmarks made with their names in Chinese. These sustainable designs reused recycled cardboard across events.

The campaign's reach was amplified through partnerships with six Canadian travel content creators, who documented their journeys in Taiwan, amassing millions of impressions. Additionally, American travel influencer Drew Binsky’s collaboration, which resulted in multiple videos, including a half-hour documentary about Taiwan, garnered over 1.4 million views, further boosting Taiwan’s visibility.

On the B2B travel trade side, Purple Media developed the successful Taiwan Tourism School, an online platform educating Canadian travel agents about Taiwan. Over 300 graduates from 80 companies completed the Taiwan 101 course, enhancing their ability to promote Taiwan to their clients.

The campaign’s success led to its rollout in other markets. On-the-ground trade workshops and familiarization trips provided Canadian travel agents with firsthand knowledge of Taiwan, further enhancing their capability to sell the destination.

#ShowMeTaiwan was so successful that it expanded into the US, with events in Los Angeles and San Francisco, further extending the sustainability and reach of TTA’s marketing efforts, and making it a comprehensive North American campaign.