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by K & L
Recent works
Here are some campaigns recently developed by IN agencies:
SAINT-GOBAIN BUILDING DISTRIBUTION
>>TAIWAN TOURISM BUREAU
NUEVA LINEA: FROM SPAIN TO FOREIGN MARKETS
2008-04-29
Taiwan Tourism Bureau
by K & L CHALLENGE
Japanese tourists in Taiwan sharply decreased after the SARS epidemic.
Advertising budget was low. Moreover, everything was very expensive in Japan. Therefore communications opportunities were limited. SOLUTION
We successfully decided of a segmentation through market survey, focusing on silver haired couples and young bachelor ladies since they were the main holiday takers who might decide to visit Taiwan.
We chose integrated communications. Besides a mass media campaign targeting these communities, various below-the-line tactics were adopted to target audiences highlighting their lifestyle preferences. Such as decorating a subway train, running through the Tokyo area and and in commuting areas and carrying daily million of passengers with Taiwan scenery and features. Large-sized posters were stitched at train stations throughout the country. Taiwanese style food packs were sold at main stations. Furthermore, in-station events were held during the campaign as well. RESULTS
In 2005, tourists coming from Japan reached the highest record in Taiwan history. Visit K & L IN webpage Visit K & L website
Taiwan Tourism Bureau
by K & L CHALLENGE
Japanese tourists in Taiwan sharply decreased after the SARS epidemic.
Advertising budget was low. Moreover, everything was very expensive in Japan. Therefore communications opportunities were limited. SOLUTION
We successfully decided of a segmentation through market survey, focusing on silver haired couples and young bachelor ladies since they were the main holiday takers who might decide to visit Taiwan.
We chose integrated communications. Besides a mass media campaign targeting these communities, various below-the-line tactics were adopted to target audiences highlighting their lifestyle preferences. Such as decorating a subway train, running through the Tokyo area and and in commuting areas and carrying daily million of passengers with Taiwan scenery and features. Large-sized posters were stitched at train stations throughout the country. Taiwanese style food packs were sold at main stations. Furthermore, in-station events were held during the campaign as well. RESULTS
In 2005, tourists coming from Japan reached the highest record in Taiwan history. Visit K & L IN webpage Visit K & L website
