Taiwan Tourism’s Post-Covid Reboot in Vietnam

TL;DR: A youth-focused creative contest launched by the Taiwan Tourism Bureau in Vietnam, calling for T-shirt designs inspired by Taiwan’s food, culture, and nature. The goal? Build emotional affinity and visibility for Taiwan as a fun, creative travel destination.

PLAY

Millions of impressions

via earned and owned media

The Brief

As post-COVID travel reopened, Taiwan needed to reintroduce itself to young Vietnamese travelers. But with every tourism board rushing back into market, we had to stand out — and speak directly to Gen Z's creative pulse.

As a one-man-army leading campaign strategy, copywriting and content direction, I came up with an IMC strategy for a nationwide design competition that:

✨ Spark user-generated buzz

✨ Strengthen Taiwan’s brand salience

and ✨ Kickstart Vietnam–Taiwan travel post-pandemic

The Big Idea

Ideate . Copywrite . Content Strategist

Chạm nhịp Đài Loan Beats of Taiwan

A dynamic, youth-forward concept blending travel and rhythm — encouraging users to design T-shirts inspired by the “beat” of Taiwan:

The Beats of Nature

The Beats of Urban life

The Beats of Culture

The Beats of Culinary

To feel the rhythm ("Chạm Nhịp" ) is to fall in love with Taiwan again. In the context of the contest, the tagline calls for interactivity and at the same time, emotional synchronisation.

From Pitch to Publish

As the Content Lead, I followed the campaign from ideation to finish:

✅ Led research, concepting, naming, tagline creation
✅ Wrote all campaign copy, from landing page to press releases, social media to contest mechanics
✅ Designed content strategy + rollout plan
✅ Managed execution with intern support for publishing
✅ Extended editorial influence beyond campaign with long-tail brand presence

(website & future campaigns continue to use “Beats of Taiwan” as umbrella branding)