#PictureMeInTaiwan: Turning Inspiration into Travel Intent

#PictureMeInTaiwan was a fully integrated destination marketing campaign created to grow awareness of Taiwan across the Eastern United States and turn travel inspiration into travel intent.
Built around a simple but powerful idea, the campaign invited travelers not just to see Taiwan, but to picture themselves there. PictureMeInTaiwan.com served as the campaign hub, connecting airline offers, giveaways, events, creator content, and travel inspiration in one place.
The campaign launched with a media and trade briefing in New York, where journalists, creators, and travel partners experienced Taiwan through culture, storytelling, and authentic travel experiences. Taiwanese airline partners China Airlines and EVA Air supported the campaign with promotions, flight tickets, and branded incentives, helping transform interest into engagement.
Taiwan then made a bold public statement in Times Square with its first-ever 3D billboard featuring OhBear, Taiwan Tourism’s mascot, inviting New Yorkers to participate in a selfie giveaway for a chance to win a flight to Taiwan. Taiwan-branded double-decker buses extended the campaign across New York City, while a live activation at Chicago’s Union Station brought Taiwan to life through photo booths, DIY crafts, games, and performances.
Digital video and interactive advertising across Disney+, Hulu, and Peacock carried the message into homes, while content creators traveled to Taiwan and shared authentic experiences across social media. Monthly giveaways on Taiwan Tourism's social media channels continued to drive engagement by encouraging audiences to tag who they wanted to travel with.
Together, the campaign generated nearly 92 million impressions and is estimated to have driven 3,800 additional Eastern U.S. travelers to Taiwan.
#PictureMeInTaiwan proved that when insight, creativity, and channel strategy work together, a destination becomes more than a place to visit. It becomes a place travelers can already see themselves experiencing.