4. Analysis
4.4 Brand Positioning, CIS and Slogan
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First-Stage Three-Year Spirit Program,” 2006).
Table 4.3 Target and Result of Tourist Arrivals from 2003-2008 (Unit: 10,000 visit)
Visitor arrival 2003 2004 2005 2006 2007 2008
Target 210 320 350 400 450 500
Result 224.8 295 337.8 351.9 371.6 384.5
Source: Work Plan of “Doubling Tourist Arrival Plan (2002) http://admin.taiwan.net.tw/indexc.asp
To achieve the yearly target set in “Doubling Tourist Arrivals Plan,” “2004 Visit Taiwan Year” is launched, with the goal to increase the tourist to 3.2 million.
Although in the end the goal was not achieved, with only 2.95 million visitor arrivals, the result was quite impressive compared to 2.24 million in the previous year when SARS broke out. The campaign did bring back the international tourists and set a good start for the following years. Therefore, based on the successful example of
“2004 Visit Taiwan Year,” Tourism Bureau decides to launch “Tour Taiwan Years 2008-2009” to help achieve the ultimate goal in 2008, which is revised to 4.25 million and then 4 million from the original 5 million in “Doubling Tourist Arrivals Plan.6”
4.4 Brand Positioning, CIS and Slogan
Since the proposition of “Taiwan’s New Tourism Development Strategies for the 21st century,” Taiwan has been trying to promote itself as an “island of tourism,” a major tourism destination with diversified charms and fun (see each work plan).
According to the interview with Li-Hsing, Lai (2009/6/9), the core value of Taiwan is “friendliness and hospitability that will touch people’s heart,” which was pointed out by the international visitors as the uniqueness of Taiwan. However, this
6 Tourism Bureau will revise the yearly goal for tourist arrivals considering the current tourism environment.
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core value seems only echoes to part of the positioning of Taiwan—island of
tourism—but not that strongly connected with the features of this island—diversified charms. Tourism Bureau is aware of this issue, that is, appealing to international visitors with the image of people’s friendliness and cordiality is not strong enough.
Thus, the current Director General She-Jen, Lai in a symposium in 2008 mentioned that “Friendliness is not enough to touch tourists……we need to pursue higher quality, to attract them with gourmet, delicate service, and other rich tourism products
(Monthly Report on Tourism, 2008/7).” What she said tries to emphasize that we need to touch people’s heart not only with Taiwan’s friendliness but, more importantly, with its diversity of tourism. This also suggests that the core values of Taiwan should incorporate the diversified charms with the friendliness and hospitality.
Because of this, a creative corporate identification system (CIS) and slogan of Taiwan’s tourism is developed in 2001 to strengthen the tourism image of Taiwan internationally. The following figure is the CIS of Taiwan’s tourism.
Figure 4.3 CIS of Taiwan’s Tourism
Source: Taiwan Tourism Bureau http://admin.taiwan.net.tw/auser/a/CIS/m1-2.html
T—represents sheltering eaves of Taiwan in a symbol of the island as a warm home A—the host of this home, ardently welcoming travelers to Taiwan
I—traveler who has come to visit and is being received by the host
W—two people, host and visitor, shaking hands and greeting each other happily
A and N—the two sitting together, drinking tea and chatting casually
In the upper right corner of the logo is an image of the island that expresses Taiwan’s earnest and sincere desire to touch your heart
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As explained Figure 4.3, this CIS manifests the image and core value of Taiwan tourism brand—Taiwan, a place that will touch your heart with its friendliness and hospitability (Li-Hsing, Lai, interview, 2009/6/9). The design statement also suggests that this CIS, written by modern calligraphy, demonstrates the traditional Chinese culture along with Taiwan’s local culture (Tourism Bureau, n.d.). The standard colors of the CIS are black and red, representing the ink in the East and the warmth of this island, respectively. In addition to black and red, Tourism Bureau also regulates five complementary colors, including golden, crimson, dark blue, blackish green and six-color combination, for more variation of the CIS and also to show the diversity of Taiwan (see an example in Figure 4.4). Since its release in 2001, this logo, with different uses of color, has been displayed in all of the promotional publications and advertisements produced by Tourism Bureau, including “Tour Taiwan Years
2008-2009.” Li-Hsing, Lai also mentioned the origin of this CIS:
The reason we use “Taiwan Touch Your Heart” as Taiwan’s CIS and slogan is because we found in the yearly “Survey Report on Visitors Expenditure and Trends in Taiwan” that international visitors consider the friendliness and enthusiasm of Taiwanese are unique and different from their counterparts in other countries. The CIS is of deep meaning. T represents a house, A and I is like a guest welcomed by the host, W shows the two drink and talk happily, and AN shows the host invites the guest for another trip here. Thus, Taiwan can really touch people’s heart. That’s why we promote Taiwan internationally with the brand image of “Taiwan Touch Your Heart.” (Li-Hsing, Lai, Interview, 2009/06/09)
In addition, Tourism Bureau also designed a new logo for “Tour Taiwan Years 2008-2009” as shown in Figure 4.4 b. According to the design statement (Tourism Bureau, n.d.), the stroke of “Tour” is brisk and free, symbolizing the pleasures and
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freedom when traveling; on the other hand, the style of “Taiwan” is more steady and solid, just like the country itself. Beside the word is a symbol of the most famous landmark in Taiwan, Taipei 101, so that international visitors can relate this logo to Taiwan immediately. Similar as original CIS in complementary color as shown in Figure 4.4 a, the hue is bright and colorful, demonstrating the youthfulness,
enthusiasm, and amicability of Taiwanese people. Both the CIS of Taiwan and “Tour Taiwan Years 2008-2009” have similar meaning—Taiwan cordially invites you to enjoy a touching travel experiences with its friendly people and beautiful island (see two design statements). During “Tour Taiwan Years 2008-2009,” all the promotional materials are labeled with this logo as well as the CIS of Taiwan.
(a) (b) Figure 4.4 CIS of Taiwan (a) and “Tour Taiwan Years 2008-2009” (b)
Source: Taiwan Tourism Bureau http://admin.taiwan.net.tw/auser/a/CIS/m1-2.html;
http://tourtaiwanyears.net/main1-5.htm
Note: Figure 4.4a: CIS of Taiwan in complementary color (six-color combination) Figure 4.4b: CIS of “Tour Taiwan Years 2008-2009”
The logo of Taiwan and the logo of “Tour Taiwan Years 2008-2009” are
standardized all over the world, but the slogans are adjusted to the regional strategies during this campaign. According to Li-Hsing, Lai (interview, 2009/6/9), the slogan in Northeast Asia is “Wish to See You in Taiwan” in response to celebrity endorsement by the popular idols from Taiwan. In Southeast Asia, “Welcome 2 Taiwan” is adopted for echoing to the use of double spokespersons as well as the themes (multiple ways
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to experience Taiwan). Nevertheless, in Europe and America, the slogan is unchanged but derived from the original one “Taiwan Touch Your Heart.” The selection of different slogans will be discussed later in each region, but broadly speaking these three slogans, though literally different, still imply the same idea, that is, Taiwan sincerely welcomes your coming. Actually, the slogans in Northeast and Southeast Asia contain the same elements as the original “Taiwan Touch Your Heart,” that is, friendliness, enthusiasm, hospitability, and a touching feeling, which also respond to the positioning of Taiwan—an island of tourism. Therefore, the use of CIS and slogans for promoting Taiwan are well integrated worldwide.
Table 4.4 Brand Positioning in Each Key Region
Region CIS Slogan
“Tour Taiwan Years 2008-2009”
(Overall)
Taiwan Touch Your Heart
Northeast Asia Wish to See You in Taiwan
Southeast Asia Welcome 2 Taiwan
Europe & America Taiwan Touch Your Heart
Source: Work plan of “Tour Taiwan Years 2008-2009” (2007); Interviews (Li-Hsing, Lai, 2009/6/9; Ying-Hui, Cheng, 2009/6/19; and Shih-Kuei, Liu, 2009/09/19)
In the following section, the regional strategies for promoting Taiwan will be discussed. Besides, since each target region involve different stakeholders, the current study only focuses on the primary target audiences.