Kaohsiung (@KaohsiungCity) is a thriving port metropolis at the southern tip of Taiwan. Half of the world’s yacht builders are based in its shipyards. As the host city for the 2016 International Boat Show, it wanted to take the helm to drive awareness and pull in boating and yachting aficionados from all around the world to attend the event. Wavenet Technology Co., the marketing company behind the @KaohsiungCity campaign, chose Twitter for its ability to reach its audience across Southeast Asia, Europe, and the United States.
@KaohsiungCity had two audiences: local and international. For the local audience, it created video content that was primarily focused on driving ticket sales. For the international audience, it was all about raising awareness of the city as an important player in the production of boats and high-end yachting accessories.
Content was designed to be multilingual and geotargeted — for example, a Promoted Video introducing the uniqueness of the event was in Chinese and focused on the Taiwanese audience, while Tweets in Japanese and English targeted international audiences.