The Taiwan Tourist Bureau has appointed Winkreative, the international branding and design agency launched by Tyler Brule, to create a pan-European print advertising campaign.
The campaign will focus on modernising and strengthening the nation’s international image and promoting Taiwan as a heritage-rich tourist destination.
The Winkreative team pitched against unnamed agencies and the campaign will begin in the second half of this year.
Brule, who founded the style magazine Wallpaper, says: “We aim to break down outdated preconceptions of the country and cement Taiwan as a contemporary tourist destination.”
The agency also publishes the magazine Monocle, which launched in February 2007.
Taiwan just celebrated Lunar New Year on 26 January and the tourist bureau estimated more than 13,000 people visited the island over the holiday. The bureau is overseen by director general Janice She-Jen Lai and the island’s attractions include the Tarako Gorge.