Sunday, September 15, 2024 Taiwan Tourism Administration has unveiled its latest tourism brand, “Taiwan – Waves of Wonder,” featuring prominently on iconic digital billboards in the heart of Times Square. From now until October 10th, the striking promotional videos will light up One Times Square and the bustling intersection of 7th Avenue and 42nd Street. In addition to the billboards, the campaign includes two double-decker sightseeing buses wrapped in stunning imagery of Taiwan’s top travel destinations.
These buses will roam through New York City’s landmarks until November 24th, giving locals and tourists alike a glimpse of Taiwan’s vibrant landscapes, rich history, and cultural treasures. Launched in May, the brand 3.0 initiative introduces a fresh, dynamic identity for Taiwan tourism.
The slogan, “Taiwan – Waves of Wonder,” reflects the island’s continuous allure for travelers. Its new logo, shaped by fluid wave-like designs and adorned in a sunrise orange hue, symbolizes Taiwan’s spectacular mountains, oceans, and scenic routes. The aim is to showcase Taiwan’s year-round appeal, emphasizing that every season offers something unique for visitors.
Whether exploring its cities or natural wonders, Taiwan promises endless surprises. With New York City’s massive population and high tourist traffic, this campaign is strategically designed to maximize exposure. The city draws nearly 8 million residents and over 50 million annual visitors, making it an ideal stage for Taiwan’s new brand to shine.
The campaign’s seamless integration of Taiwan’s essence—its nature, culture, and tourism appeal—has already captured attention, positioning the country as a must-visit destination. To celebrate the launch, the Taiwan Tourism Administration hosted a special event at Times Square on September 12th. Nearly a hundred local media members and travel professionals attended, witnessing a 15-minute showcase of the brand’s promotional video on the towering digital screens.
Ambassador Tom Chih-Chiang Lee of the Taipei Economic and Cultural Office in New York and Jin Juang, Director of the Taiwan Tourism Administration’s New York Office, led the event, along with representatives from China Airlines and EVA Air. Attendees were treated to an immersive experience of Taiwan’s natural beauty and rich culture, which left many excited about the island’s travel offerings. Additionally, a social media giveaway is running until September 30th, offering participants a chance to win a round-trip ticket from New York to Taipei, courtesy of China Airlines and EVA Air.
To enter, participants are encouraged to tag friends and share photos or videos of the Taiwan-branded billboards or buses in New York, bringing a touch of Taiwan’s wonder to the Big Apple. Jin Juang emphasized Taiwan’s diverse travel experiences, from its lush natural ecology and cultural festivals to its famous night markets and Michelin-starred dining. She also highlighted Taiwan’s efficient transportation options, including direct flights from New York and convenient rail and bus systems, making travel across the island seamless.
For those in transit, Taiwan offers free half-day tours, allowing visitors to explore its beauty with ease. Ambassador Tom Chih-Chiang Lee remarked on the shared values between Taiwan and New York, noting their vibrant democracies, thriving cultures, and booming economies. He expressed optimism that this campaign would draw even more tourists to Taiwan, encouraging New Yorkers and international travelers to discover its breathtaking landscapes and warm hospitality.
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