Background and Challenges
- Hangzhou Tourism Committee has plowed deeply into the European and American tourist market and implemented the strategy of internationalization of tourism.
- Hangzhou Tourism Committee had implemented successfully IMC campaign on the eve of the Super Bowl and the Kodak Theatre Heights in Hollywood before. So this year, Hangzhou Tourism Committee focused on the “Metro Card” with the flavor of life, and popularized Hangzhou’s tourism brand in the North American market in a more intuitive way.
- The combination of online and offline activities, to promote Hangzhou Tourism via television advertising, digital advertising, News paper etc, through multiple channels in North America has the characteristic of international area
- Drive growth on followers, average reads and interactions.
- IMC strategy
- Newspaper advertising
- Television advertising
- Online&offline campaign
- OTAs online performance promotion
- An OTA annual summit sponsor
- The first joint Nnaming activity of Metro cards between Hangzhou and Well-known overseas Cities
- Promoted Hangzhou tourism on more than 600 main stream online media
- Hangzhou tourism has been deep reported on one of biggest newspaper of North America
- Online&offline “Golden ticket” to promote Hangzhou Tourism
- Cooperated with one of biggest of North America television station to promote Hangzhou tourism for 1 month
- News of Hangzhou tourism promotion in North America has been reported on several domestic television station
Some of screenshots and event pictures
- The picture of offline event on United Nations building in New York.
- Joint Naming Metro Cards
- Ad banner
- CCTV 2 News Reports Hangzhou Tourism Promotion in North America
- Golden ticket campaign site