台東鹿野高台是台灣暑假觀光的熱門景點，在高台俯瞰整個卑南溪谷的田野風光，往往令人意猶未盡。台東的「熱氣球嘉年華暨城市高峰會」，就是透過運用鹿野獨特的天然、地理條件，推出更多元的休閒活動來吸引更多人潮。平實思路行銷股份有限公司透過舉辦藝文、文化活動的厚實經驗，在 2011 年取得該案的招標。雖然在 2011 年第一次的「熱氣球嘉年華活動」沒有取得大量的預算，卻透過創意結合藝文的行銷活動，結合花東縱谷周圍國小的學生，一同參與彩繪熱氣球的活動，不僅有效減少聘請設計師的成本，更吸引了不少觀光客前來。接下來幾年，平實思路辦理的熱氣球嘉年華活動越來越成功，不僅吸引大量人潮，更在 2015 年邀請世界各地的熱氣球飛行員展現飛行技術，將台東熱氣球發揚到國際上。在 2020 年新冠肺炎爆發後，報復性旅遊導致開幕日人潮大量湧入，因而造成交通擁擠，觀光客體驗感不佳等問題，平實思路透過社群媒體進行與旅客進行有效的溝通並強調會積極規劃解決方針，並且在接下來的日子裡，舉辦了 8 場熱氣球光雕音樂會，在 51 天內吸引 121 萬人次，共創造 28 億元以上的觀光產值。因此，本研究將以平實思路在台灣舉辦大型活動之實例，了解公關產業之發展，並提出相關議題與理論，讓讀者可以有效處理危機與發想更佳的應對方式，透過討論從中獲得學習效益。

Luye Highlands is a popular tourist attraction, especially during summer vacation in
Taiwan. In Luye Highlands, people could overlook the entire Beinan Valley from Luye
Highlands, due to its unique natural and geographical conditions, Taiwan International Balloon Festival could hold and also successfully attracted a lot of tourists every year. Peace S-route, an advertising company, devote to organizing arts and cultural activities, it cumulates related experiences to overcome other advertising companies, obtain the right to operate Taiwan International Balloon Festival in return. In 2011, the Taitung government did not donate enough financial resources for Peace S-route to operate the festival, but Peace S-route through created innovative marketing activities which combining art and cultural issue to control the budget, such as inviting students from elementary schools to draw the balloons and cooperating designers, then attract many tourists to participant Taiwan International Balloon Festival. In the next few years, Peace S-route created various activities to improve travelers' experiences. For example, in 2015, Peace S-route invited balloon pilots from all around the world to show their flying skills and held the toast competition to gather more people to come, these activities prove the aims of the Peace S-route and revitalize the economy in Taitung, also, the culture is spared globally. However, in 2020, people suffering from COVID19, which result in people restricted to travel abroad. The situation in Taiwan is lucky because nationals can go outside and cities without any lockdown. Therefore, cowards went to Taiwan International Balloon Festival in 2020. On the contrary, cowards caused traffic congestion, unclean environment, poor tourist experience, and other problems.
The solutions of the Peace S-route are to calm people down by public media advocation. And to carry out the strategies to improve the surrounding. In the following days, eight light shows and concerts are held, which attracted 1.21 million visitors in 51 days and created a total tourism output value of more than 2.8 billion NTD. This case discusses how Peace S-route develops Taiwan International Balloon Festival. Furthermore, this research is based on academic theories to analyze the strategies of the Peace S-route. Try to encourage readers to think about innovative business models then gain some learning benefits through discussions.

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