The Economist Group is a global current affairs and business media brand. Online and in print The Economist provides insight and perspective on the world's business, political, scientific, technological and cultural affairs.
Readers of The Economist want to have their horizons stretched, their thinking sharpened and to make connections between different ideas and events. The Economist ignites their thinking.
Taiwan has much to offer visitors but suffers from a lack of awareness and familiarity compared with other Asian destinations.
Through a year-long advertising programme with The Economist and Intelligent Life magazine, Taiwan Tourism Bureau (TTB) was able to position Taiwan as a uniquely desirable place to visit.
To prominently position Taiwan to The Economist's readership and communicate the many facets that make Taiwan a unique place to visit, the year-long campaign focused on four key themes:
» Festivals & Culture
» Food & Health
» Museums & Arts
» Natural Scenery
The integrated campaign consisted of:
» Full page advertorials in The Economist
» Carrier sheets in subscriber copies of The Economist
» Double page spread advertorials in Intelligent Life
» Cover-wrapped copies of Intelligent Life
» Online promotional roadblock on moreintelligentlife.com and The Economist online
» Sponsorship of the Media Centre on The Economist online
Results from our Reading & Noting Survey showed that the campaign outperformed the category average for the travel sector in the key target market of Asia and was in the top ten for ad recall.
Reaction to the programme was also very positive, showing a high engagement with the creative aspect:
“A very bright and inviting ad for Taiwan Tourism. Makes me feel like visiting the country.”
“I’m interested in visiting Taiwan, the variety of possibilities appealed.”
“I learnt something new from the advertisement.”
MEDIA CENTRE SPONSORSHIP PERFORMANCE:
Companion ad unit delivery:
» 18,887 300 x 250 impressions
» 1,022 clicks
» CTR 5.41%
» 29,755 plays
» 293 clicks
» CTR 0.98%
Logo contribution to performance:
» 27,272 125 x 50 impressions
» 77 clicks
» CTR 0.28%
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