Situation
Taiwan has a story to tell, and Myriad is responsible for boosting awareness of “the heart of Asia” to Canadian audiences through PR, marketing and event planning.
To increase the conversation around Taiwan, Myriad determined that a full-on modern media event was necessary: a buzzworthy event in which local media, social influencers and content creators could come together and experience a bit of Taiwan’s allure – and even experience it in person!
Action
Kicking off in 2017, Myriad partnered with Travel Massive, airlines, local tour operators and Taiwanese culinary establishments to create #TaiwanNowBoarding events in Toronto and Vancouver. The twist? All media attendees were encouraged to come prepared with carry-on luggage in hand. At the end of each event, two winners were picked at random to jump into a limo and head straight to the airport for a weekend getaway to Taiwan.
- 2M impressions
- 7M website visitors
- 600K social media reach
Results
During the event alone, the campaign hit 2 million impressions. Traditional media coverage led to more than 7 million unique monthly visitors to the website, contributing to a nearly $11 million total media value. The two contest winners, YouTubers Maiku Wong and Ryan Woods, both created more than 40 social media assets – on video, Instagram and Facebook – for a total reach of 600,000.
The 2018 campaign amplified the message even farther: Events in five cities across North America attracted more 1,100 attendees, and 19 winners were selected to travel to Taiwan for a weekend.