26 March 2011 – Commuters stepping into SBS Transit’s Boon Lay Heartland Hub and two of its North East Line (NEL) stations will be able to savour all things Taiwan – from the country’s towering mountains to its majestic coastlines.
These scenic landscapes, which are featured on the glass panels of escalators and overhead panels, are part of “The Heart of Asia – Taiwan” advertising campaign that Taiwan Tourism Bureau is promoting, in collaboration with ComfortDelGro’s outdoor advertising arm and leading Out-Of-Home agency, Moove Media Pte Ltd.
And for their fourth consecutive year of collaboration, a “Concept Hub” at Boon Lay Heartland Hub, where commuters queue and disembark, will be introduced for the first time.
Said Mrs Jayne Kwek, Chief Executive Officer, Moove Media: “Moove is always exploring ways to value-add to advertising campaigns. For ‘The Heart of Asia – Taiwan’, we are excited about the ‘Concept Hub’, which is done for the first time. It is an example of how Moove gets more mileage for its clients.”
“Thanks to the past years of successful promotional efforts, Taiwan is cited by Lonely Planet as one of the Top 10 countries to visit in 2012. Taiwan is the top travel destination in Asia and now it’s the right time for Taiwan!” said by Mr Arthur Hsieh, Director of Taiwan Visitors.
Association Singapore Office. Mr Hsieh added: “We’ll continue to partner with Moove Media and are confident that through its platforms, we are able to reach out to more Singapore visitors to visit the heart of Asia – Taiwan.”