The Taiwan Tourism Bureau collaborated with Canada's top iconic fashion brand, Roots Canada, to launch the 2016 Spring/Summer collection “Roots ♥ Taiwan”, as part of Bureau's effort to position Taiwan as a leisure destination for Canadian travelers.

The new collection features versatile style for any occasion. Invited by the Taiwan Tourism Bureau's San Francisco Office, Roots Canada's new season lookbooks were photographed in some of the most symbolic locations in Taiwan, including the 279-year-old Mengjia Longshan Temple and Sun Moon Lake. Roots Canada also rolls out the new advertising campaign with this latest collection. The new campaign's tagline: “Roots ♥ Taiwan”, features both Canadian and Taiwanese models and celebrities, namely the Taiwanese television host Anthony Guo. The campaign was also shot in various iconic locations in Taiwan.

Although Roots had worked with local tourism boards to promote destination in the past, but Taiwan is their first international destination outside Canada. Taiwan's cultural diversity, quality lifestyle and fascinating natural beauty resonate with Roots' brand positioning and inspire the brand's latest collection.

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ABOUT TAIWAN TOURISM BUREAU

The Taiwan Tourism Bureau is the official government agency responsible for domestic and international tourism policy development and execution. There are three North American Tourism Offices located in New York, Los Angeles, and San Francisco.

For information about Taiwan, please visit: http://eng.taiwan.net.tw/

Contact:

Yalun Ho

yalun@myriadmarketing.com / +1 310 649 7700