STA Travel x Taiwanese Tourism Bureau
Project managed the ideation and execution of a bespoke 3-burst campaign targeting the Gen-Z demographic to promote travel to Taiwan with a budget of approximately $40k.
Campaign Theme:
To focus on both popular and off-the-beaten-path destinations in Taiwan, hosting a competition for a free content-creating trip for 2 to Taiwan, a subsequent feature of content from prize-winners @ohsnapisaac and @tyshortt.
Campaign Deliverables:
Present campaign themes on STA Travel-owned media channels throughout the duration of the burst campaign including:
Landing page updates
Website banners across statravel.com
Email inclusions
Social media posts
4 original blog posts
Retail posters
Paid media (affiliates, paid social, GDN, kayak, paid search)
Exceed an established target for sweepstakes entries based on YoY data
Exceed an established target to increase in air and tour passengers to Taiwan
Participate in an offline event to promote Taiwan as a travel destination
Results:
Produced engaging, bespoke content for the campaign themes and sweepstakes with exceedingly high click-through rates, engagement rates, and impressions. Air and tour passenger targets for Taiwan were also achieved.
Utilized business development team members to promote Taiwan at various on-campus events, including Ohio State’s Buck-i-Frenzy and UC Berkley’s Caltopia. The promotion included Taiwanese snacks and candies as well as a United Airlines international flight voucher with a value of $500 for each campus - Taiwan was highlighted as the premier destination to utilize this prize.
Additionally, through creative utilization of existing air and tour supplier relationships, I was able to stay within budget and provide additional media value to the client. This included working with MyTaiwanTour to provide a selection of free tours for the prize winners and United Airlines to provide a series of flight voucher giveaways for offline promotion, increasing the visibility of Taiwan as a destination.
Key Takeaways:
A key takeaway was that videos and GIFs outperformed static imagery on email and social media (organic and paid) by 2:1. Additionally, attending offline campus events needs to have a stronger prize. We offered $500 international flight vouchers with United Airlines using Taiwan as the highlighted destination, but a stronger prize, such as a free round-trip international flight or a more engaging game/activity ahead of promotion, would likely have generated more interest.
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