With all eyes on London in the run-up to the 2012 Olympic Games, the government is seizing the opportunity to present the country’s soft power to international media and an endless stream of tourists from around the world with a series of advertisements and films.
Targeting the millions of overseas visitors expected to inundate London during the sporting extravaganza, which will run from July 27 through to Aug. 12, the Ministry of Foreign Affairs, the Ministry of Economic Affairs and the Tourism Bureau were mobilized to highlight Taiwan’s image to the international community. They are running a multi-channel and multi-faceted public relations campaign using mass media and strategic outdoor advertisement locations.
According to Taiwan’s representative office in the UK, a total of 2,196 billboard advertisements profiling the county have been in place since last month in many of the capital’s busiest underground railway stations.
The billboards feature various themes, including “the future made by Taiwan,” “the best bicycle journey starts from Taiwan” and “greener innovations — that’s Taiwan,” which are to stay posted in train carriages, passageways and platforms until the middle of September.
More Taiwan-themed advertising is located within London’s Heathrow Airport, the designated point for Olympic arrivals, with publicity for the country’s products on several thousand luggage carts.
Such promotional methods are designed to raise the profile of Taiwanese goods with many Olympic athletes and overseas visitors likely to see the ads when arriving at the airport.
Hundreds of double-decker buses and several of London’s distinctive black cabs will also serve as part of the government’s public relations campaign and are to carry an advertisements that reads: “Time for Taiwan.”
On the mass media front, various agencies are scheduled to screen a short film titled Taiwan Ready to Show its Constructive Spirit and a 30-second commercial featuring Taiwan’s tourism industry will run on the BBC’s World News in Europe network as well as in the US, while also being screened on BBC Knowledge Asia and the broadcaster’s official Web site.
Taiwan’s advertising series is also to be carried in printed media outlets in the UK, including the Times, the Daily Telegraph and the International Herald Tribune, as well as within the in-flight magazines of China Airlines, EVA Airways Corp and Cathay Pacific Airways.