Taiwan tourism has launched a new slogan ‘Taiwan: Waves of Wonder’ with a new logo and theme song to entice tourists to the country. The new identity is complemented by innovative brand elements, including an animated short film.
The Taiwan Tourism Administration had previously promoted the country internationally under the brand ‘Taiwan – The Heart of Asia’. Now, after 13 years and in the post-pandemic world, the Taiwan Tourism Administration launched its brand new identity Taiwan – Waves of Wonder. The brand logo is the works of Dentsu and Bito.
For the new logo, the agency and designers drew inspiration from the sea, rolling mountains, meandering highways and railways that people see when they travel around Taiwan. It adopts the orange of sunrise, not only continuing the warmth and vitality of the previous generation brand but also symbolizing the future development of Taiwan Tourism.
In the past, people searched for “travel destinations”; now, Taiwan advocates “purposeful travel.” The new brand, along with the “Taiwan Tourism Biennial,” highlights seasonal theme travel, inviting international visitors to experience Taiwan’s charms all year round.
Chou Yung-hui, the Taiwan Tourism Administration’s Director-General, said Taiwan is a diverse and beautiful place and would surely bring waves of wonder to tourists with its mountains and seas. “The slogan is to be publicized in major cities and travel fairs around the world, and we will work with local tourism officials in Taiwan to promote tours in different regions around the nation.” He added that they will use the slogan to promote tours to Taiwan by showcasing it on the Champs-Elysees in Paris during the Summer Olympic Games.
“The slogan would also be advertised at other popular tourist destinations and transport hubs in North America, and Europe, including Times Square in New York, and train stations in Frankfurt, Germany. Ads containing the slogan would be broadcast in Osaka, Japan, when the city hosts the World Expo next year, as well as in Southeast Asian nations.”
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