Sunday, September 15, 2024 Taiwan Tourism Administration has officially launched its new tourism brand 3.0, “TAIWAN – Waves of Wonder,” in a grand display at one of the world’s most famous locations—Times Square, New York. From now until October 10th, captivating videos promoting Taiwan’s breathtaking landscapes, rich cultural heritage, and year-round travel appeal will light up the iconic digital billboards at One Times Square and the bustling intersection of 7th Avenue and 42nd Street.
In a clever move to capture the attention of both locals and tourists, Taiwan Tourism is also partnering with a major New York tour bus company, wrapping two double-decker buses in vibrant, eye-catching imagery of Taiwan’s most sought-after destinations. These buses will cruise through New York’s most iconic landmarks until November 24th, giving onlookers a glimpse of Taiwan’s natural beauty and diverse culture as they explore the city. Taiwan first introduced its refreshed tourism brand in May, with the slogan “Taiwan – Waves of Wonder” symbolizing a new era for its travel industry.
The sleek logo, inspired by fluid wave-like lines and drenched in a bright orange hue, is a nod to Taiwan’s stunning landscapes—from mountains to oceans, railways to winding roads—and represents the country’s appeal for travel across all seasons. It promises to deliver endless “waves of surprises” to every traveler. New York’s marketing campaign not only captures the essence of Taiwan’s beauty but also brilliantly weaves it into the fabric of the city.
With nearly 8 million residents and over 50 million annual visitors, New York provides the perfect backdrop to elevate Taiwan’s tourism brand to an international audience. The strategic use of digital billboards and double-decker buses ensures that both locals and global tourists get a front-row seat to Taiwan’s allure. To mark the campaign’s grand launch, Taiwan’s Tourism Administration New York Office hosted a special event at Times Square on September 12th.
Nearly 100 local media professionals and travel experts attended, along with key figures like Ambassador Tom Chih-Chiang Lee of the Taipei Economic and Cultural Office in New York and Jin Juang, Director of Taiwan Tourism’s New York Office. Representatives from China Airlines and EVA Air were also present as the unveiling of the brand-new promotional video took center stage on the dazzling Times Square screens, running continuously for 15 minutes to an enthusiastic crowd. The buzz doesn’t stop there.
Taiwan Tourism Administration is hosting a “Taiwan Tourism Brand 3.0 Social Media Giveaway” until September 30th, offering lucky participants a chance to win a round-trip ticket from New York to Taipei, courtesy of China Airlines and EVA Air. To enter, participants simply need to tag three friends on Taiwan Tourism’s North American social media platforms (Instagram @taiwantourism.
na or Facebook @Tour Taiwan – America) or share a photo or video of the Times Square billboards or the wrapped sightseeing buses, tagging the official accounts. Ambassador Tom Chih-Chiang Lee highlighted the shared spirit between Taiwan and New York—both vibrant hubs of democracy, culture, and thriving artistic expression. He expressed optimism that this campaign would inspire New Yorkers and international visitors alike to discover the wonders of Taiwan, boosting tourism in the process.
With “Waves of Wonder,” Taiwan is making a bold statement in the heart of New York, inviting the world to experience its never-ending charm..
