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New catch phrase for Taiwan tourism announced

2011/02/11 18:28:30

Taipei, Feb. 11 (CNA) The Tourism Bureau launched a new catchphrase for Taiwan tourism Friday in hopes of further developinginternational markets as the country registered a record 5.5 millionforeign arrivals last year.

The new slogan -- "Taiwan–The Heart of Asia" -- will replace thedecade-old "Taiwan, Touch Your Heart, " highlighting Taiwan'spersistence in working hard to become a popular travel destinationfor international tourists, said the bureau.

"Taiwan is not only determined but also confident to see foreignarrivals top 10 million in three to five years," Minister ofTransportation and Communications Mao Chih-kuo said at the launchceremony.

Besides the logo that consists of a newly created typeface, thepromotional package includes a series of designs with the "heart"theme that displays the many charms of Taiwan, a new tune "Time forTaiwan," and a 30-second promotional cartoon.

The bureau said it has begun soliciting advice from experts since2009 in hopes of elevating Taiwan's global image from the oldcampaign "Taiwan, Touch Your Heart."

"It wasn't as if we tried to change something that basically wasnot working. What we want to do is to develop it, " said JerryFielder, CEO of London-based Winkreative Co. who helped build the newbrand of Taiwan tourism.

Starting in March, the bureau will begin a publicity campaignworldwide, with advertisements appearing on CNN, BBC, and TheEconomist.

(By Lee Hsin-Yin)