The Tourism Bureau yesterday launched its new global campaign slogan — “Taiwan — The Heart of Asia” — as well as a new theme song, setting the tone for tourism campaign strategies in the years to come. The bureau had been using “Taiwan, Touch Your Heart” as its global campaign motto since 2000.
Aside from the slogan, the new campaign also features a heart containing some of the crucial elements of Taiwan, including food, culture, festive events and biodiversity.
All of the bureau’s campaign materials published in the future will feature the new campaign logos, the bureau said.
Photo: Lu Chun-wei, Taipei Times
Minister of Transportation and Communications Mao Chi-kuo (毛治國) said the nation reached a major milestone last year by having more than 5 million tourists visit the nation.
“Considering the exponential growth, I believe that the introduction of the new tourism campaign slogan could lead us toward the 10-million mark within three to five years,” he said.
“When you have only 2 million tourists, you are a peripheral market. But when you have 10 million, you become a core market,” he said, adding that the new logo not only shows the nation’s determination, but also its faith in reaching the goal of having 10 million tourists come to visit.
“The international tourists we are talking about here are not those crossing the borders and buying a bottle of water at a 7-Eleven store, like those in Hong Kong or Singapore,” he added. “We are talking about a solid number of people who come to travel in Taiwan.”
Tourism Bureau Director--General Janice Lai (賴瑟珍) said the bureau spent about two years developing the new logo.
“Over the past 10 years, many have been impressed by the old logo,” Lai said. “But we felt the need to find a new brand as we are repositioning ourselves in the market.”
Lai said the bureau first -gathered opinions from government representatives, academics and the tourism industry. It then entrusted a UK-based branding firm Winkreative with the task of executing the actual design work.
To create a sense of continuity, Lai said the new logo keeps the concept of a human heart, which should be where everything begins.
Winkreative chief executive Jerry Fielder said that some successful logos, such as “Incredible India,” were presented in a very graphic and simple manner, adding that the stories they tell are behind the logo, as opposed to having a logo of something that is intrinsically important.
Adding that since the logos from Fiji, Indonesia and Malaysia all look similar, he said the team was trying to make Taiwan different.
Fielder said he had visited -Taiwan about 10 times in the past year and having checked out tourist attractions such as Sun Moon Lake (日月潭) Taroko Gorge (太魯閣) and Alishan (阿里山), he had seen both good and bad and had experienced what he characterized as the “unbelievable warmness of the people.”
Characterizing Taiwan as the heart of Asia is not just in the geographical sense, but also has a spiritual dimension, he added.
“Everything my colleagues and I personally learned in traveling here is that this [Taiwan] is a real secret. This is a very different type of place from some of the other countries in the Far East. This place is all about the people ... The life and dynamic come from the people. You gotta experience them,” Fielder said. “In many ways, [we were] trying to make sure that it [the campaign] is a very human, straightforward and clear assimilation.”
Left-Handed Girl (左撇子女孩), a film by Taiwanese director Tsou Shih-ching (鄒時擎) and cowritten by Oscar-winning director Sean Baker, won the Gan Foundation Award for Distribution at the Cannes Critics’ Week on Wednesday. The award, which includes a 20,000 euro (US$22,656) prize, is intended to support the French release of a first or second feature film by a new director. According to Critics’ Week, the prize would go to the film’s French distributor, Le Pacte. "A melodrama full of twists and turns, Left-Handed Girl retraces the daily life of a single mother and her two daughters in Taipei, combining the irresistible charm of
A Philippine official has denied allegations of mistreatment of crew members during Philippine authorities’ boarding of a Taiwanese fishing vessel on Monday. Philippine Bureau of Fisheries and Aquatic Resources (BFAR) spokesman Nazario Briguera on Friday said that BFAR law enforcement officers “observed the proper boarding protocols” when they boarded the Taiwanese vessel Sheng Yu Feng (昇漁豐號) and towed it to Basco Port in the Philippines. Briguera’s comments came a day after the Taiwanese captain of the Sheng Yu Feng, Chen Tsung-tun (陳宗頓), held a news conference in Pingtung County and accused the Philippine authorities of mistreatment during the boarding of
88.2 PERCENT INCREASE: The variants driving the current outbreak are not causing more severe symptoms, but are ‘more contagious’ than previous variants, an expert said Number of COVID-19 cases in the nation is surging, with the Centers for Disease Control (CDC) describing the ongoing wave of infections as “rapid and intense,” and projecting that the outbreak would continue through the end of July. A total of 19,097 outpatient and emergency visits related to COVID-19 were reported from May 11 to Saturday last week, an 88.2 percent increase from the previous week’s 10,149 visits, CDC data showed. The nearly 90 percent surge in case numbers also marks the sixth consecutive weekly increase, although the total remains below the 23,778 recorded during the same period last year,
The Chinese Communist Party (CCP) is pushing for residents of Kinmen and Lienchiang counties to acquire Chinese ID cards in a bid to “blur national identities,” a source said. The efforts are part of China’s promotion of a “Kinmen-Xiamen twin-city living sphere, including a cross-strait integration pilot zone in China’s Fujian Province,” the source said. “The CCP is already treating residents of these outlying islands as Chinese citizens. It has also intensified its ‘united front’ efforts and infiltration of those islands,” the source said. “There is increasing evidence of espionage in Kinmen, particularly of Taiwanese military personnel being recruited by the
RSS