Cases studies

Taiwan Culinary Festival: how to position Taiwan as a sophisticated lifestyle destination through the organization of a consumer event “10 Days Taiwan Festival” ?

• Agencies : Interface Tourism France
• Services : Consumer Promotion - Events - Public Relations

Brief

Gastronomy is a key element in a destination’s cultural heritage. Food plays an important role in Taiwanese culture and lifestyle and showcasing its variety and tasty exoticism was a stimulating way to promote the destination.

On the other hand, Printemps Department Store, a landmark in the Parisian shopping scene, provides a powerful communication medium through which to create a new brand amongst trend setters.

The concept involved making Taiwan “Guest of Honour” for 10 days in the Brasserie Printemps, the trendy design restaurant pertaining to the Printemps Department Store.
 

Tactics

The basic idea was to challenge traditional ways of promoting culture by creating a live installation! Building partnerships and trade were judged to be the key success factors.

In partnership with the famous, trendy restaurant Brasserie Printemps, Interface Tourism organized a “Taiwan Festival” to promote the unique Taiwan Gastronomy & Lifestyle.

Objective : to attract trend setters highly sensitive to fine cuisine and gourmet restaurants
•    The entire restaurant was decorated in Taiwan style
•    A “Special Taiwan Menu”, designed by Chefs Alain Cirelli and Kenny Liao from the Landis Hotel Taipei, was offered to restaurant clientele for a period of ten days.
•    A comprehensive communication plan was devised to promote the event:  an Event Website, advertising in the consumer press, a press release…
•     A “VIP Festival Opening Party” was held showcasing Taiwanese gastronomy & lifestyle, a live concert, a demonstration by a chef... Press, trade and VIP consumers were invited and more than 250 guests attended this event!
•    A press lunch was held for 6 gastronomy journalists so that they could experience the special Taiwanese Menu and a Taiwanese Tea Ceremony.
•    Experience Taiwan Live ! Animation with calligraphy, tea tasting...
•    A Taiwan Tourism Bureau lounge area was set-up during the 10 days of the promotion to inform visitors about the destination. Every visitor was greeted with an amazing selection of goodies and stood a chance to win a trip to Taiwan !
 

Result

•    256 guests attended the VIP launch event
•    Experience “Taiwan Special Menu”: some 2,500 clients tried the Taiwanese lunch and tea break menu during the ten days of the promotion.
•    9 articles appeared in consumer and trade media - Media Value: 292,350 €
•    Development of new tourism packages featuring Taiwan's gastronomy and lifestyle
•    A re-positioning of the destination as a sophisticated and lifestyle destination.