Company: MEET TAIWAN
Nomination Submitted by: Taiwan MICE Project Office
Company Description: MEET TAIWAN (also known as Taiwan MICE Promotion Program) is the main MICE window to Taiwan, serving to promote Taiwan to the world as a choice MICE destination for international conferences and business events.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Country, Region or City
 Nomination Title: MEET TAIWAN Open Arms
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
March 2023 to December 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 143 words used.
The MICE (meetings, incentives, conferences, and exhibitions) industry is an important platform for business opportunities and knowledge exchange. In the past few years, many MICE events were either canceled or moved online due to the COVID-19 pandemic. According to a survey by UFI (The Global Association of the Exhibition Industry), 78% of companies believe that "COVID-19 confirmed the value of face-to-face events". The warmth and authenticity conveyed through in-person MICE events significantly enhance corporate communication and business development.
As the global pandemic eases, countries are actively restarting international exchange activities, and Taiwan's international MICE activities are gradually resuming. We aim to take meaningful actions to bring people closer together once again. Through extensive promotion, we are announcing to the world that Taiwan is ready for business and warmly invite business professionals from around the globe to host or participate in MICE events here.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
We created a campaign to encapsulate Taiwan's long-standing welcoming impression of friendliness, inclusion, diversity, and openness to present it to the world. The campaign theme, "MEET TAIWAN Open Arms", represents interpersonal connection and an enthusiastic return to business exchanges. Symbolized by a graphic image of a smiley face and open arms, the Open Arms campaign showcases Taiwan's diverse MICE industry.
Strategically, the concept of MEET TAIWAN Open Arms is conveyed through phased, multi-channel marketing methods. This is followed by domestic and international on-site promotional activities, as well as social media marketing, eliciting enthusiastic responses both locally and abroad.
In the early stages of online promotion, a new main visual and video were launched to increase visibility. A catchy theme song was also created, breaking away from traditional marketing models to make a uniquely deeper impact. On social media, MEET TAIWAN invites local citizens to participate in filming Open Arms reels, inviting international business professionals to visit Taiwan, and promoting it to international target audiences through social media.
In the later stages, physical promotional activities were organized under an "MEET TAIWAN Festival", with the Open Arms concept integrated into each event. In addition, a life-size mascot of the Open Arms visual interacted with the public at events. In Japan, a large-scale Taiwan Expowas held for three days that featured a 360-degree immersive Super Reality Dome resembling the Open Arms logo. These activities helped drive visibility of our exhibitions and showcased Taiwan's outlook as welcoming the world with open arms!
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 198 words used.
The "MEET TAIWAN Open Arms" project achieved numerous remarkable results:
- Social Media Marketing: The campaign encouraged people throughout Taiwan to join in and create and share videos on social media. In just one month, IG Reels videos garnered over 1,600,000 views, with total social media reach exceeding 4,200,000.
- Earned Media Coverage: The campaign had exposure on 63 domestic and international media, generating over $300,000 in advertising value.
- Industry Participation: The "MEET TAIWAN Festival" series of events connected over 100 Taiwanese MICE industry professionals and attracted more than 200 key international MICE guests and media representatives.
- Cross-Industry Collaboration: Partnered with Taiwan's renowned art and culture group, Vocal Asia, to create a theme song and music video, making MEET AIWAN the first one in the world to launch a MICE theme song.
- In 2023, Taiwan hosted a total of 382 international conferences and 186 exhibitions, attracting 135,000 participants and generating an economic impact of USD$430 million. Compared to 2019, as global MICE activities recovered to about 70–80% of pre-pandemic levels, Taiwan has quickly rebounded to over 98% of its previous performance, with the number of international conferences being the highest in the past decade.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 14 words used.
Link of supporting files include project execution product display: https://drive.google.com/file/d/1smupOkOTbD2CTPpm4MgSHCVS1tkIvkDj/view?usp=drive_link
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