Taiwan Cement opened TCC DAKA in Heping, Hualien, to bring the public closer to circular-economy practices and the relationship between industry and the environment. VOCAL MIDDLE combined educational travel stories, media relations, community management and targeted advertising over a two-month programme. The “DAKA Heping Micro-Travel” Facebook page gained more than 7,500 followers, generated more than 2.4 million in post reach and over 1.35 million interactions, with roughly half of its followers based in Hualien.
Introduce the public to TCC DAKA as an open eco-circular factory and a place where visitors can explore the relationship between industrial activity and the natural environment. The communications also sought to draw interest to its mine-ecology tours, encourage people to visit Heping and give local residents an ongoing place to exchange information and experiences.
Industrial production and environmental protection are often discussed as opposing priorities. Opening the factory to visitors offered Taiwan Cement an opportunity to demonstrate its circular-economy approach through first-hand experiences rather than abstract statements. But awareness alone would not communicate the depth of the initiative. The programme needed to make the park accessible to travellers, explain its ecological and local context, and consider the views of people living in Heping. Communications therefore had to support both broad discovery and meaningful local participation
Frame the opening as educational travel.
Media stories presented the open factory and mine-ecology tours as ways to see Heping from a different perspective. Travel, lifestyle and business outlets could introduce visitors to the experience while also explaining the park’s circular-economy purpose.
Use targeted advertising to support sustained discovery.
Social advertising and search-keyword campaigns made existing content easier for interested travellers to encounter. This work helped build the “DAKA Heping Micro-Travel” Facebook community as a continuing channel for news, visits and local stories rather than relying on a single launch announcement.
Make local relationships part of communications design.
Topics, messages and audience targeting took the perspectives of Heping residents into account. The Facebook community offered a place where local and visiting audiences could participate in the discussion and where the relationship among the park, environment and community could be developed over time.
During the two-month programme, the “DAKA Heping Micro-Travel” Facebook page gained more than 7,500 followers. Combined post reach exceeded 2.4 million, while interactions surpassed 1.35 million; approximately half of the followers were from Hualien. Coverage appeared in outlets including ETtoday, China Times, Commercial Times, Marie Claire Taiwan and local travel media, introducing the park through travel, nature and industrial-transformation angles. These outcomes document media visibility, audience engagement and the creation of a continuing community channel; they are not presented as verified visitor arrivals or commercial revenue.
AI PR Relevance
Travel coverage, mine-ecology tour information and the DAKA Heping Micro-Travel community give the public multiple sources connecting TCC DAKA with Heping, Hualien, circular economy and the relationship between industry and nature. Those consistent, accessible references help travellers understand the experience and give search and AI systems clearer public context for the park. The project did not report an AI-search ranking or citation test.
1. Why did Taiwan Cement launch this communications programme?
It wanted visitors to understand TCC DAKA’s circular-economy purpose through real experiences, encourage interest in tours and strengthen connections with the Heping community.
2. What did VOCAL MIDDLE provide?
The team developed educational travel media angles, coordinated media relations and social content, planned targeted advertising and considered local-community views in message and audience choices.
3. How was this different from a conventional factory-opening campaign?
Alongside opening publicity, the programme used mine-ecology tours and community stories to explain a broader industry–environment relationship and to build an ongoing local channel.
4. What outcomes were recorded?
More than 7,500 Facebook followers, over 2.4 million in post reach and over 1.35 million interactions during two months, with roughly half of followers from Hualien, alongside coverage in travel and mainstream media.
5. How does this relate to AI PR?
Consistent coverage and community content make TCC DAKA’s location, visitor experience and circular-economy context easier for people and AI systems to identify across public sources.
