Taiwan Tourism Bureau and the Houston Rockets began an integrated marketing partnership on Jan. 22, 2014, to focus increased international development in the fourth-largest city in the United States – the City of Houston, TX. In order to enhance Taiwan’s image and awareness, Taiwan Tourism has taken its successful marketing strategies with the MLB’s Los Angeles Dodgers and applied it to its first NBA market with the Rockets. Through this partnership and the enhanced visibility of Taiwanese-American Jeremy Lin, American visitors and NBA basketball fans alike will get the chance to better know Taiwan and even experience it firsthand with a trip.
“We are very excited to enter into a partnership with Taiwan Tourism,” said John Croley, Vice President of Corporate Sales & Service of the Rockets and Clutch City Sports & Entertainment. “We were able to experience firsthand the wonderful City of Taipei this past October and the warm reception of NBA fans across Taiwan. We would encourage all fans to experience it for themselves.”
According to Trust Lin, the director of Taiwan Tourism Bureau in Los Angeles, Taiwan celebrated eight million international visitors in 2013. It is a new milestone, but Taiwan Tourism is not satisfied with this achievement. In 2014, Taiwan Tourism has the bold ambition to deliver nine million visitors. Taiwan has become a great market for U.S. visitors, with competitive pricing that allows visitors a chance to get the most for their traveling dollar.
Taiwan Tourism has worked with the Rockets for over a year in developing its slogan, “The Heart of Asia,” to market to Houston and NBA fans.
Taiwan Tourism will co-brand with the Rockets and Toyota Center. Advertisements will be placed on Courtside LED Signage, Baseline LED Signage, as well as Lower Bowl Vom Exit LED Signage, in order to strengthen the impression of Taiwan Tourism. Fans are going to see Taiwan Tourism in Toyota Center starting this January. The web banner of “Taiwan Giveaway APP,” which was recently launched by TTB, will be placed on rockets.com. This will allow easy access for fans to make travel arrangements to Taiwan and enjoy benefits across different channels.
For fans of the Rockets and Jeremy Lin, Taiwan Tourism Bureau has arranged a “Taiwan Night” event on April 6 at Toyota Center. The first 3,000th fans in attendance will receive a limited-edition Lin bobble head. The next 2,000 fans will receive a co-brand rally towel from Taiwan Tourism and the Rockets. Taiwan Tourism’s Trust Lin welcomes everyone to cheer for Taiwan Tourism and the Rockets – Let the world see the beauty of Taiwan!