Asia's Super Team

The Challenge

The Bureau of Foreign Trade (BOFT) under the Ministry of Economic Affairs (MOEA) launched the “Taiwan’s MICE Industry Pilot Program (MEET TAIWAN)”, with the aim of turning Taiwan into a leader for MICE (Meetings, Incentive, Conferencing, Exhibitions) services. Since the number of MICE facilities and the frequency of international flights are lower than China, Hong Kong, and Singapore, Taiwan’s competitiveness in the international MICE market lags behind the rest of Asia.

The Solution

Our insights show us that incentive travel is a management tool to enhance company cohesion. We established a “gamification strategy” with the goal of becoming “Asia’s Super Team” which was designed to engage with potential business participants. We leveraged with LinkedIn and Facebook paid posts and cooperated with key professional networks to reach potential participants for a competition on a well-designed mini site where they needed to plan itineraries about their dream Taiwan incentive trips and introduce their company culture to show why they were competent to be “Asia’s Super Team”. 5 winning teams would then be offered a five-day-four-night competition tour to Taiwan, which is planned to make them immerse into Taiwan’s MICE environment. On the last day of the tour, each group needed to present their Taiwan MICE experience as well as a Jeopardy-like game show of Taiwan MICE knowledge, to compete for the crown of “Asia’s Super Team”.

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The Results

The participant satisfaction survey shows:

80% of online contestants recommend Taiwan as a top destination for incentive travels.

100% of final contestants, who visited Taiwan through Asia Super Team campaign, are satisfied with the itinerary design.

90% of them are very satisfied with their stay in Taiwan. 90% of them would enroll for Asia Super Team competition next year.