Welcome to Taiwan! 2006 - Taiwan - Touch Your Heart

I have always been fascinated with the way the Taiwan Tourism Bureau did it's publicity campaign. Since 2006 (or earlier but I won't have a record here), they actively engaged various themes in their tourism publicity campaigns. A crucial part of the campaign is in the TV advertisements which are shown around the world. However, it's a pity that the TVCs are not properly framed on their YouTube or homepage. In the end, it's outreach appear diffused and most of its works are not fully leverage on. Hence I am attempting to build a timeline of TVCs done by Taiwan Tourism Bureau, and explain in my opinion how the TVCs are catching various themes throughout the years to keep people's interest in travelling to the country.

The Tourism Bureau was established on Dec. 29, 1972, under the Ministry of Transportation & Communications and it is responsible for the administration of domestic and international tourism policy making, execution and development. Some information on the history of the Bureau development can be found on their admin site.

Here's a look at the 2006 TVC, the earliest which I could find on the web.


Taiwan - Touch Your Heart

This TVC is made of short 1 ~ 2 seconds clips, drilling on the themes of nature and culture in Taiwan. The words, "Ilha Formosa", mean Beautiful Island and was originated from the Portuguese who sailed there in 1544. Considering as one of the first attempts on the TVC, it's done in a simplistic manner to capture the audience attention. What is commendable is there is really so much to show throughout the 3-minute video (i.e. about 360clips) is you can hardly see repetitive images. This shows Taiwan as an interesting place which has so much to offer that you probably will not have an idea where to begin.

And this is where the problem lies with the commercial. To the 1.5minute mark I began feeling bored watching it. So if this is on TV, it'll probably be some background music playing in the room. There is also too much information featured on the video, so it's pretty impossible to catch it all.

The later years of TVCs will prove to be huge improvements to this version.