台湾的小京都 Taiwan's Little Kyoto

Creative Strategy

This semester, our "Brand Marketing Communication" class began a project with the goal of using creative marketing tactics to assist the stores and brands affected by the epidemic.

Through "Beitou," a place with a lot of humanities and rich history, numerous historical connections with Japan, structures, and cultural customs, we hope to relieve the disappointment of people who are unable to travel overseas because to the covid-19 pandemic.

We think that by packaging Beitou through a project like "Taiwan's Little Kyoto," people will become more aware of Beitou and discover a new side of the city.

BACKGROUND

Since the period of Japanese hegemony,

Beitou is renowned for its hot springs.

Historically known as "Hot Spring Township,"

in the context of the conflict,

It was discovered that soldiers might be treated with Beitau's hot springs.

So in 1913,

Taipei's State Office constructed the Beitou Hot Spring Baths.

The largest hot springs bath in East Asia

which is currently also known as the Beitou Hot Spring Museum.

Later,

an increasing number of Japanese structures were constructed.

Japanese-style construction of the current Beitou district.

- Beitou Hot Spring Museum -

BEITOUKAGAYA

In addition, we discovered that Beitou was formerly known as "Little Japan" and "Little Kyoto"

However, nobody has ever integrated such a historically significant aspect of Beitou.

Therefore, we wish to brand Beitou with a Japanese image comparable to "Little Kyoto."

In order for people afflicted by the disease to enjoy travelling overseas.

Help the Beitou residents who are reluctant to visit the hot spring because of the COVID-19 outbreak.

Product Analysis

In our project, we will combine the historical Japanese architecture of Beitou, the newly developed Japanese cuisine and afternoon tea, and the marketing of Beitou's most irreplaceable hot springs so that people may experience the whole Japanese style with all five senses.

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- Beitou Geothermal Valley -

The most of the hot springs in Beitau are sulphur springs, which are split into three categories: white sulphur, green sulphur, and iron sulphur, with the green sulphur spring being the most distinctive.

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TARGET CONSUMER

According to the data analysis,

58% of women and 42% of men visit hot spring tourist areas, with little difference.

The proportion of those under 30 years old is large (61%).

According to Google Taiwan,

88% of Taiwanese people would go online to search for information before traveling,

and from the observation of the channels for obtaining travel information,

we found that "discussing with others" and "social networking sites" are the main channels for Taiwanese travelers, which shows the importance of word-of-mouth to travel information.

According to the statistics of Taiwan Tourism Bureau,

the majority of domestic travelers are college students and unmarried people aged 20-39.

In view of the above,

we decided to target consumers aged 20-30 who can use the Internet to search for information.

positioning

Marketing Objective :

To assist the hot spring resort areas in Beitou that have been affected by the epidemic

marketing Strategy

Based on the above analysis,

we decided to use Instagram and Facebook, the most popular social media platforms for 20-30 year olds, to promote Beitou as a "Little Kyoto" to create a Japanese atmosphere and introduce the Japanese scenic spots in Beitou.

The vacation will include architecture, cuisine, and hot springs, beginning with light travel.

- Little Kyoto Day Trip Itinerary -

- Instagram with pictures as the main -

- Facebook with text as main, copywriting in Chinese and English -

Little kyoto

Effectiveness

Instagram

As of 1.06.2020 - 29.06.2020

Number of followers 388
Posts 23
Total Exposure 30, 200
Total Reach 12112
Total interactions 1410
Average Interaction Rate 11.7%
Number of KOL shares 15