In 2018, Taipei City launched a new tourism brand “Undiscovered Taipei”, adding value to the city’s brand assets and highlighting Taipei’s one-of-a-kind tourism strengths. To promote the new brand and diversified tourism resources, campaign-themed events were conducted in the Philippines, Thailand, Indonesia, Malaysia, Vietnam, USA and the Middle East. The marketing promotion was designed to target consumers, industry leaders & the media. Taipei has actively brought together international brands for cross-industry cooperation to create exclusive & innovative travel products to grow the business. The annual campaign was implemented successfully enhancing awareness for Taipei’s new tourism brand, accompanied by the Taipei Tourism Ambassador program which showcases fascinating tours guided by international celebrities. “Undiscovered Taipei” became a hit for first-time visitors as well as for travelers with revisit intention.