Salam Taiwan.

Blossoming Taiwan’s perception as vibrant, romantic, trending, and muslim-friendly to the hearts of modern Malays, with Ayda’s Diary of Taiwan.

The Taiwan's tourism bureau sought to attract modern Malaysian Muslim travelers, a demographic largely unfamiliar with Taiwan’s offerings. Competing against well-known destinations like Korea and Japan, the challenge was to position Taiwan as an appealing, Muslim-friendly travel option. To position Taiwan as an attractive destination for modern Malaysian Muslim travellers, we developed a light rebranding on the "Salam Taiwan" campaign. We identified four key pillars which are Vibrant, Romantic, Trending, and Muslim-Friendly. Next, we engaged high-profile influencers like Ayda Jebat and eight other KOLs to create content that features Taiwan’s offerings through "Ayda’s Diary" and interactive campaigns like “Win a Free Trip with Ayda Jebat”