The Taiwan Tourism Bureau has launched a new ‘Asia’s Best Kept Secret’ brand campaign with high impact outdoor and online advertising, targeting London commuters and UK visitors to the Skyscanner and Expedia websites.

The new campaign is expected to generate widespread awareness of the destination, with an estimated 85 million outdoor impacts comprising of advertising on the iconic London Taxis, branded London buses as well as a digital billboard takeover at London One Piccadilly.

The outdoor element of the campaign will be complimented by an online campaign which will run for one month on Skyscanner.net and Expedia.co.uk.

The outdoor campaign will be visible across high footfall, centrally-located London areas until mid-June, timed to raise awareness ahead of the key summer booking period.

The Asia’s Best Kept Secret’ creative showcases Taiwan’s rich cultural heritage as well as the destination highlights including the idyllic Sun Moon Lake, delectable culinary delights, Taiwan’s buzzing cosmopolitan cities and indigenous tribes.

Taiwan is a fascinating destination boasting a friendly populace, stunning scenery and a rich cultural heritage.

However, as a tourist attraction, it is one of Asia’s best kept secrets.

The new advertising campaign is designed to inspire more UK travellers to consider Taiwan as a place they have to visit.

The new campaign follows a strong 2015 for Taiwan, which saw an increase in UK visitor arrivals.

Johnson Wang, director of the European branch office of the Taiwan Tourism Bureau, commented: “Last year saw a steady increase in visitor arrival figures for the destination and we expect similar growth for this year.

“With this new high-impact strategic campaign, alongside our ongoing calendar of world class events, new hotel openings and the opening of a new branch of the famed National Palace Museum, we look forward to further driving visitor numbers and increasing the value of tourism for the benefit for the destination.”