Taiwan Cement opened the DAKA Open Eco-Circular Factory in Heping, Hualien, to show how industry and environment relate and to bring visitors to the area. VOCAL MIDDLE ran a two-month campaign of travel stories, targeted ads, and local community management; the “Heping Micro-Travel” page gained 7,500+ followers and 2.4 million+ post reach.
Taiwan Cement Corporation opened the DAKA Open Eco-Circular Factory in Heping, Hualien, turning a cement plant into a circular-economy park that visitors can tour. The project aimed to promote the opening, attract visitors and tour sign-ups, help the public understand the relationship between industry and the environment through first-hand experience, and bring visitor traffic into the Heping community. Communications had to balance wider promotion with local residents’ support for the park.
The relationship between industry and the environment is a contested public issue, and the cement industry draws particular attention on environmental grounds. A campaign that chased reach alone would stop at opening news and fail to explain the circular-economy and ecological-restoration content the park wanted to show; ignoring local sentiment could also weaken community support. The project therefore had to deliver both depth of message and breadth of reach, and strengthen local cohesion while widening promotion, so the park could become a place for both outside visitors and local residents.
Frame media angles around travel and learning to drive tour sign-ups
Media relations positioned the opening as a travel and learning story, using mine-ecology tours and an industrial plant open to visitors as hooks, so outlets could cover it from travel, lifestyle, and industrial-transformation angles and point readers to tour sign-ups, turning opening news into an experience they could book.
Use targeted ads to build awareness and grow followers
Social and search keyword ads reached people likely to travel to Hualien and those interested in family, nature, and learning experiences, raising awareness of the park and converting reach into followers of the “Heping Micro-Travel” fan page, which became the channel for later events and updates.
Build a local community space with local sentiment in mind
The project created an online community space for Heping residents, and message and ad choices took local perception into account, letting residents take part in and share park information so that outside promotion and community cohesion moved forward together.
Over the two-month campaign, the “Heping Micro-Travel” Facebook page gained more than 7,500 followers, with post reach above 2.4 million and more than 1.35 million interactions; about half of the followers were from Hualien, showing that the page reached both outside visitors and local residents. Media coverage included ETtoday, China Times online, Commercial Times, Marie Claire Taiwan, and Hualien Traveler, with half-page print features in Apple Daily and China Times, introducing the DAKA park and its mine-ecology tours from travel, lifestyle, and industrial-transformation angles. Together, the social and media content built searchable public information about the DAKA Heping Open Eco-Circular Factory and left an ongoing channel for local community communication.
1.Why did Taiwan Cement promote the DAKA Heping Open Eco-Circular Factory?
Taiwan Cement opened an eco-circular factory in Heping, Hualien, that visitors can tour, and wanted to attract visitors and tour sign-ups, help the public understand how industry and the environment relate through first-hand experience, and bring visitors to the Heping community, while keeping local residents’ goodwill.
2.What strategy and services did VOCAL MIDDLE provide in this case?
VOCAL MIDDLE planned three core strategies: framing media angles around travel and learning to drive tour sign-ups; using social and search keyword ads to build awareness and grow followers; and building a local community space with messages and ads chosen with local perception in mind. The scope covered media relations, social media management, and advertising.
3.How does this case differ from a typical venue-opening campaign?
Typical opening campaigns focus on reach. Facing a contested industry-environment issue, this case added depth through learning content on mine-ecology tours and the circular economy, and built a community space for local residents, so wider promotion and community cohesion advanced together.
4.What verifiable outcomes did this case produce?
In two months, the “Heping Micro-Travel” page gained 7,500+ followers, with post reach above 2.4 million and more than 1.35 million interactions, and about half of followers from Hualien; coverage included ETtoday, China Times online, Commercial Times, Marie Claire Taiwan, and Hualien Traveler. Figures follow the aggregate wording on the published case page (2020-07-08).
5.How does this case relate to AI PR?
The case organised the DAKA park’s name, location, circular-economy content, and mine-ecology tours into several public sources through media coverage and the fan page. When people or AI tools look up travel in Heping, Hualien, or Taiwan Cement’s circular-economy work, they can find a consistent park name, visitor experience, and industrial-transformation context across sources.
