Image courtesy of Roots Canada

As Taiwan looks to expand its profile as an international travel destination, the Taiwan Tourism Bureau is taking aim at Canada’s leisure travel market by partnering with iconic fashion brand Roots Canada.

The high-profile marketing initiative, “Roots ♥ Taiwan,” features several components, including lookbooks where models are wearing Roots spring apparel line while visiting iconic destinations in Taiwan. Both Canadian and Taiwanese models and celebrities are featured in such famed locations as Sun Moon Lake and Taiwan's 279-year-old Mengjia Longshan Temple. 

For Roots, the campaign also comes as the company is celebrating its 20th anniversary in Taiwan, where there are nearly as many Roots (107) stores as there are in Canada (110).

“This is a creative way to show our appreciation to Taiwan for their incredible loyalty to Roots over the past 20 years,” said Roots Co-Founder Michael Budman, who has traveled to Taiwan several times in connection with the company’s presence there. “We also felt that people in Canada would like to see how a Canadian brand has proven so popular in a different culture overseas.”

Roots is also creating a Taiwan visitors guide that will be distributed for free in stores and available online. Additionally, Roots flagship store in Toronto is featuring an exhibition of images and video from the Taiwan photoshoot. Images will also be featured in outdoor advertising and social media.

Roots stores in Taiwan feature only products designed in Canada as well as many that are made here. Most of the in-store imagery is of Canada, similar to Roots stores throughout North America. Taiwan also has several Roots Lodge cafés, which exist only in Asia.

Although Roots has worked with local tourism boards to create destination marketing in the past, this is the first time the brand is working with a destination outside Canada.

For more information, visit http://eng.taiwan.net.tw.

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