Download Presented by Andrew Koh, Managing Director

2015 Spring
Marketing Update
Presented by Andrew Koh, Managing Director
Recap of 2014
★ Outbound to Hawai‘i Arrivals 2014：
˙22,679 (2013)  22,242 (2014)
★ Facebook Fans Page (Fans Number)：
400 (Dec 17, 2013)  22,000 (February 2015)
★ Total Media Value：USD$2,907,400
Recap of 2014
Larger events and campaigns in 2014
-【Feb】AgentSpring Luncheon
-【Mar】Taiwan Sales Mission
-【Apr - May】Hawai‘i Dream Mission online campaign
-【May】TaipeiTourism Expo
-【July】HawaiʻiCarnival and Hawaiʻi Month
-【Sept】Media/Blogger FAM & Taiwanese cooking show
-【Oct】HoneymoonCampaign
-【Nov】TaipeiInternational Travel Fair
-【Dec】FAMfor Agents and Airline Partner
Market Condition 2015
•
GDP
-2014: 3.51%
-2015: 3.78% (Forcast)
(Source: Directorate-general of budget, Accounting and
Statistics ,R.O.C. )
• Unemployment
-2014: 3.96%
(DGBAS)
• Currency (versus USD)
- 2014/05/27: 29.98
- 2015/01/30 31.58
(Source: Bank of Taiwan )
Market condition 2015
Industry news for Q1
• Philippine airlines launch direct flight service from TPE to
Palawan after CNY.
• Increased activity from Guam Visitor Bureau and Marianas
Visitors Authority in Taiwan: FAM tours and new campaigns.
• The Dubai Shopping Festival celebrated its 20th anniversary.
Competing Destinations
Air Lift
▲ CI Direct Flight Airlift Status
• Frequency ：2 flights per week
•
Seat inventory ：590 per week
The average load
factor for 2014:
73%
Drive in
Leisure
Consumer
Campaign
Demand &
Consumer
PAK Product
According to
Themes &
Initiatives
Profitability
（Willing to sell
and invest）
MCI
Travel
Trade
（Tour Operator
and Airlines）
2015 Large Campaigns
Ambassador: Weber Yang

Taiwanese Actor, famous from TV-show “The way we were
- 16 Summers”. The most popular show in Taiwan during
2014.
Hawai‘i Slogan Campaign
Slogan Campaign 2015: January 8th to March 24th.
Hawai‘i Slogan Campaign
Slogan Campaign 2015: January 8th to March 24th.
Hawai‘i Slogan Campaign
Round One: Participants send in
slogans. Top 50 to next round.
Round Two: Create creative
videos. Top 10 are chosen by
judges and online community.
Round Three: Judges will pick
the winner and runner ups.
1st Price: 16 round trip tickets to
Hawai’i!
Hawai‘i Slogan Campaign
Round One: Participants send in
slogans. Top 50 to next round.
Round Two: Create creative
videos. Top 10 are chosen by
judges and online community.
Round Three: Judges will pick
the winner and runner ups.
1st Price: 16 round trip tickets to
Hawai’i!
Hawai‘i Slogan Campaign
Slogan Campaign Ambassador Weber Yang
January event “Flash Mob Event”
Hawai‘i Slogan Campaign
Press conference 4th of March 2015
Hawai‘i Slogan Campaign
Press Conference 4th of March
 The 50 contestants of Slogan
Campaign presented their videos
to the judges
Hawai‘i Slogan Campaign
Press Conference 4th of
March
 Performances by
Weber Yang,
NaniHula Group and
a bikini model show.
Hawai‘i Slogan Campaign
Online News
Hawai‘i Slogan Campaign
Online News
Slogan Campaign Media Coverage
Online News
Slogan Campaign Media Coverage
Online News
Promoting Hawai‘i Run
Promotion of Hawai’i Run by celebrity Andrea Wei, HTT Managing
Director Andrew Koh and HTT Ambassador Weber Yang.
Hawai‘i Run




Date: 30th of May 2015
Place: Fulong Beach, New Taipei City
Organizer Hawai’i Tourism Taiwan
Co-organizer: China Airlines
Hawai‘i Run
Event details
Three Routes:
Hawai’i: 22.5k
Aloha: 12.5K
SKETCHERS: 4.5K
Hawai‘i Run
Sponsors:
Hawai‘i Run
Hawai‘i Run Spokespersons
Andrea Wei – TV
Presenter
Gin Oy - Marathon
Expert and Hawai’i
Run Ambassador
Weber Yang – Actor
and Tourism Hawai’i
2015 Ambassador
Celine Hsu – Sport
Expert and celebrity
Hawai‘i Run
Performances and charity activity
• Hula Dance
• Ukulele
Performance
• Sand sculptures
Help-Save-A-Pet
Fund Taiwan
• Booth, Gifts
and Promotion
Hawai‘i Run Media Coverage
EDM to 50,000 runners in Taiwan
 Event shared over 14,000 times on
Facebook
 Post on GoHawai’is Facebook page:
4000 likes, reached 200 000 people
 Event shared by celebrities Gin Oy
and Andrea Wei
Hawai‘i Run Media Coverage
Online
news
Hawai‘i Run Media Coverage
Article on Sports Note, largest online sport portal in Taiwan
Hawai‘i Run Media Coverage
Banner on Sports Note
Hawai‘i Run Media Coverage
Online
Forums
Total Media Value
Slogan Campaign: USD 1,844,200
Hawai’i Run : USD 860,000
Moving Forward
Stories of Hawai’i
Movies: Aloha and Jurassic World
Taiwan Travel Expo (Coop with
Citibank)
Hawai‘i Tourism
Taiwan Team
‧Managing Director - Andrew Koh
[email protected]
‧Account Supervisor - Daniel Cheng
[email protected]
‧Marketing Planner - YuniChang
No.111 SongjiangRoad, Taipei, Taiwan
+886 2 2503 2351
Mahalo!
謝謝!