I cam across this advertisement by Taiwan Tourism while catching a train in Sydney. They can also be found in buses all over the city.
I am all for promoting Taiwan as a destination and am happy for them that Lonely Planet named the on of the top 10 countries to visit in 2012. But this is an absolutely stupid campaign idea. If the target market is Australia, especially Sydney siders, then here are probably 107 things you should promote about Taiwan ahead of surfing. I showed this advert to my 9 year old son and asked him "what do you think?". His reply "waves look crap, Dad". Hardly a great tag line to inspire travellers. My marketing tip for Taiwan tourism - selling surf to Australians is like selling snow to eskimos. You better be very very very good at it before you try. Have a look at the below and tell me what you think.