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Taste Taiwan

Taiwan Tourism Bureau was seeking ways to differentiate itself from other Asian destinations in the region like Japan, Korea and China.

The Brief

  • Create awareness of Taiwanese cuisine to a public that is unfamiliar with the cuisine
  • Position Taiwan as the ultimate culinary destination

Tactics

  • Myriad proposed an integrated marketing solution to 
position Taiwan as a culinary destination branding Taiwan 
as a foodie paradise.
  • Launched an online chef nomination, open to three key target cities: New York, Los Angeles and Vancouver
  • Invited the three selected chefs for a culinary tour to Taiwan
  • Filmed and produced “Taste Taiwan,” a 30-minute documentary based on the three chefs’ experience and the epicurean highlights of the country
  • Launched social media campaign on Facebook, Twitter and YouTube
  • Launched media campaign with culinary-focused media
  • Partnered with Travel Leaders and Goway to promote a “Taste of Taiwan” culinary package for US + Canada markets

Results

  • Aired “Taste Taiwan” on Discovery Channel in the US, and on Discovery World in Canada
  • Hosted a premiere event at each chef’s restaurant for media, trade and consumers
  • Premiered the documentary “Taste Taiwan” at each event
  • Chefs shared their experiences and served a Taiwan-inspired dish to guests

Client