Taiwan Tourism Bureau Partners with FOX – Gears Up for Cycling
Capitalising on Travellers’ rising interest in exploring Taiwan, FOX SPORTS and the Taiwan Tourism Bureau recently announce a campaign to help tourists easily research and plan a cycling trip to Taiwan. Media partner to the Taiwan Tourism Bureau for four years, this is the first time FOX SPORTS has orchestrated a digital campaign for the Bureau.
The Taiwan on Two Wheels website is now live. Built by FOX SPORTS and powered by creative production house FOX Content Labs, this online hub supports the Taiwan Tourism Bureau in driving more cycle tourism to Taiwan by providing everything a cycle-happy visitor could need – including English-language bike routes, rental information and packing advice. The website highlights an influencer program curated by FOX SPORTS, featuring globally renowned celebrities on Taiwan cycle adventures including Miss Universe 2015 Pia Alonso Wurtzbach, renowned cyclist Owain Doull from Team Sky, and FOX-produced video content of the influencers.
High-profile influencers featured in the branded video series include:
- Team Sky rider Owain Doull, a Team Sky member who won Olympic Gold in 2016.
- Miss Universe 2015 Pia Alonso Wurtzbach who hails from the Philippines.
- German-Indian Bollywood actress and philanthropist Evelyn Sharma.
- Ollie Phillips, former captain of the England Rugby 7’s team and Guinness World Record holder for ‘Most Northerly Rugby Match’.
- Edward Russell, an Asia-syndicated travel show host and full-time FOX SPORTS presenter.
Together, these celebrities make up a collective of influencers capable of engaging a wide range of tourists; from leisure pedalers, to cycle enthusiasts, to nature lovers and beyond. With support from the FOX SPORTS production team, these stars are, on camera, exploring Taiwan by bike and showing tourists the astounding variety of cycle exploration on offer in the country.
Joe Y. Chou, Director General, Tourism Bureau, said, “We’re encouraging everyone to come and explore Taiwan on two wheels; from pro cyclers to those who prefer to take it slow. Working with FOX SPORTS, they have been able to highlight the wide variety of cycle adventures on offer in Taiwan through a diverse group of people. FOX SPORTS was key to creating this group of influencers; producing content around their unique personalities and on-the-bike experiences, then bringing it all together through the new website and on social media.”
Along with developing the Taiwan on Two Wheels website, FOX SPORTS is also partnering with the Taiwan Tourism Bureau to publicise the campaign and website via social channels such as Instagram. The campaign’s collective of influencers has a combined social media following of 18 million, further enabling the Taiwan Tourism Bureau to engage with potential visitors across the region, and the globe.
Mike Rich, EVP, Sales and Content Partnerships, FOX Networks Group Asia said, “Taiwan is one of the world’s best places for a cycle holiday and we’re thrilled to partner with the Taiwan Tourism Bureau in showcasing what this stunning destination has to offer. By leveraging the global scale and local expertise of FOX Content Labs, FOX SPORTS can unlock exceptional value for partners like the Taiwan Tourism Bureau – producing best-in-class content, leveraging our connection to celebrity talent, and creating campaigns that stand apart from the crowd.”
FOX SPORTS drives bespoke strategies to reach a passionate, loyal, highly attentive audience of sports fans on every relevant platform, across 14 APAC markets. With industry-leading expertise in sports storytelling, FOX SPORTS’ capabilities are further powered by FOX Content Labs – a creative production house that leverages FOX’s production capabilities and celebrity talent access to create integrated, multi-channel campaigns that uniquely resonate with consumers.
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