Promoting Taiwan with a TV broadcast travel programme

We partnered up with Places We Go in Australia to make two 20-minutes programmes on Taiwan. Places We Go is in its tenth year of production, and founder, host, writer, director, blogger Jennifer Adams was sent in to Taipei as her starting point for her around the island trip. During the trip she blogged and did live Facebook broadcasts as a teasers for the upcoming show. The combined written article on her trip can be found here.

Take time to enjoy our two episodes too while you’re here.

Health Affairs

A quarterly magazine produced for Quality HealthCare Medical Services in Hong Kong. With its focus on healthy lifestyle and wellbeing, it was also packed with interviews, recipes and tips on sport activities for both young and old. The magazine was in its original form a bilingual title, but evolved over the time to a Chinese-only. I used a three column grid for the templates, and tried to use graphical elements to break up the articles and page flagging. The magazine is printed on Woodfree paper stock, 250gms for the cover and 100gms for the inside pages.

Your CapitaLetter

CapitaLand Commercial Trust (CCT) needed to communicate news and updates to their office tenants and prospects. The newsletter mixes past and/or incoming news, events and activities, together with other lifestyle news. We decided for a wood free paper stock folded with a accordion fold to make it easy to display the content in an effective way. We provided research, ideation, copywriting, design of the newsletter and their eDM.

The Little Big Book

Avis needed a roadshow giveaway for their two brands Avis and Budget. So we put our brains to good use and came up with a tiny perfect-bound pocket book featuring iconic locations around the world. Places that offers highly scenic views on the way there, and an unforgettable experience that you want to share with friends and colleagues. The book used a Scodix print on the cover to make it stand out and add that all important texture.

Best in Hong Kong – A Traveller’s Guide

Visiting Hong Kong any time soon? Check out our fabulous new publication “Best in Hong Kong – A Traveller’s Guide”. Produced with the support of the Hong Kong Tourism Board, this 190-page guide provides a local’s perspective to the city’s best in-the-know spots. It features everything from the great outdoors to dining and nightlife options, including itineraries and maps, plus exclusive local insights from Hong Kong luminaries such as esteemed architect Dennis Lau and award-winning cinematographer Christopher Doyle.

Produced in English, Traditional Chinese and Simplified Chinese versions, the handy, pocket-sized guide is distributed at Hong Kong International Airport and Hong Kong Tourism Board offices worldwide. An e-Guidebook version is also available online here.

Integrated campaign for Taiwan Tourism Bureau

NewBase Content produced an end-to-end integrated campaign for Taiwan Tourism Bureau (TTB) targeting prospects in Australia and New Zealand. As a new target market where Taiwan had very little customer recognition, we proposed a multi-platform 6-month campaign across digital (social media buys and programmatic), radio, OOH and print (advertising and advertorial).

With limited existing creative assets available (and nothing tailored for the Aus/NZ audience), a key part of our campaign involved bespoke content development across the various media.

Following market research, NewBase Content devised an original campaign called “So Different. So Taiwan!”. This concept derived from the fact that while many of Taiwan’s attractions have similar sounding counterparts in Australia, the Taiwanese versions are incredibly different and more exotic.

We shot two videos on location in Taiwan, each cut into a series of shorter edits for distribution via social media channels. Other deliverables included radio ad scripts, advertorial copywriting and design, as well as web banner, print and OOH ad design and copywriting. NewBase Content was also responsible for social media management, writing posts for TTB’s AUs/NZ pages on Facebook, Instagram and Twitter.

Facebook followers grew tenfold after only 3 months, passing our 10,000 target half way into the campaign. In the first 3 months of the campaign, Facebook and Instagram page post ads achieved 4.3 million impressions, while Programmatic ATS (various standard banners) gained 45,000 clicks based on an estimated 56.25 million impressions.

Destination Singapore

Singapore Tourism Board needed to engage with their international travel trade experts, global travel agencies and MICE partners to inform them about the plentiful options and many facilities that Singapore has to offer to Singapore’s inbound tourism.

We created a 230-page travel manual, packed with expert travel and lifestyle content and hand-drawn maps of the popular areas with highlights of the most popular sightseeing spots.