Unique partnership with Singapore Press Holdings boosts tourism, readership in Taiwan

By Elsie Chua

Taiwan Visitors Association (TVA) wanted to promote Taiwan to more Singaporeans. The association turned to Singapore Press Holdings, Ltd. to help showcase the city’s diverse attractions to attract both new and repeat visitors to Taiwan.

Singapore Press Holdings created an integrated solution centred around a 26-part print advertorial series in MyPaper, the only free bilingual newspaper in Singapore. To further extend the reach of the campaign, it was featured in other SPH media assets, including radio and online.

At the end of the series, this 26-part advertorial was compiled and published as a travel booklet for the client to distribute at travel shows.

SPH leveraged its strengths by an experienced and award-winning editorial team to ensure engaging content.

Leveraging its editorial expertise, a journalist from MyPaper was assigned to the project and spent more than 20 days in Taiwan to gain personal insights for her editorial pieces.

Before her trip, the journalist researched the needs and wants of Singaporeans visiting Taiwan and created a TVA-approved itinerary to capture the essence of her stay. Themes included shopping, food, culture and scenic lookouts.

The weekly one-page advertorial series was published over a six-month period, and each story covered a unique Taiwanese feature, including photos. The story was then extended to a weekly radio talk show conducted in Chinese in SPH’s radio station, FM100.3, to drive traffic to a travel show that TVA participated in.

The advertorial pages were also published online on SPH’s travel resource portal “SG Travellers” to further extend the reach of the campaign.

After the last advertorial page was published, all 26 advertorial pieces were compiled into an A5 format travel booklet. SPH printed 20,000 copies of this easy reference Taiwan Travel Booklet that TVA gave to visitors at its Singapore Office.

TVA was extremely pleased with the entire campaign, which had the following results:

  • Calls for inquiries and visitors to TVA’s office were usually higher on the days the advertorial was published.

  • Some readers even contacted MyPaper newsroom regarding the contents of the advertorial.

  • The number of Singaporeans travelling to Taiwan has grown steadily after the campaigns.

  • TVA has since repeated two more 26-week installments. The latest was launched in January and will run until July 2013.

About Elsie Chua

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