Thursday, December 22, 2011

Taiwan Tourism trying to sell snow to eskimos


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.

9 comments:

Disarm Doors said...

They have Kangaroos in their zoo, too...can't believe they haven't used them.

It's certainly not "Sparkling Korea".

okeefe78 said...

I think its a great campaign. They are targeting a niche group that travel, and also love pioneering the next 'secret spot'. Surfers are less reliant on tourism inrastructure as well - they'll bunker down anywhere for lodgings.

I'm told Taiwan has excellent uncrowded breaks, and given how inexpensive it is to travel there at present, I couldn't think of a better target market.

Your whole 'Ice to ekimos' logic is flawed, otherwise you'd see no Australian surfers traveling to Indonesia for waves.

Chaoley said...

Having been to Taiwan I can say that they have a lot of better attractions than the beaches. A picture of the night food markets or Chiang Kai-Shek's memorial would be a lot more interesting to Australians.

NewLeafHotels said...

Nice post. Good Analysis about Taiwan Travel Industry.

Tim Hughes said...

@okeefe78 - I agree that Australians will travel for waves (and snow). My point is the one that @Chaoley makes. That there is so much more to focus on to convince the Australian market to try a destination they dont know. Tawain should focus on culture and landscape and experience not surfing. Otherwise it is battling it out against domestic trips, Bali trips and (maybe even) Hawaiian trips as its competition.

Anonymous said...

It kind of fits an Aussie stereotype. Every Aussie I've met, when we talk about a destination, they always comment on the beach.

agoura travel agency said...

You can't blame them for trying, although its a waste of money doing it that way.

chij gurung said...

A picture of the night food markets or Chiang Kai-Shek's memorial would be a lot more interesting

Tim Hughes said...

@chij gurung agreed!