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Campaign forHuangshan City
Ruixue Li
McCann: Australia’s top ranked creative agency.
•Rated top ranked Australian Agency in the world advertising research Centre‘s annual report in 2015.
•6th ranked agency globally.
source : http://baike.baidu.com/album/2312/5837055 , 2015
Huang Shan City
• Tourism city in China
• Both mountain views and traditional cultural buildings
• A UNESCO World Heritage Site • IUCN listed
Resource:.http://zh.travelchina.gov.cn/tirms/front/zh_HANT/spot_10.html
Lack of promotion of marketing of Huangshan city Specific Problems with the current promotion tools:
• The official website is incomplete• The introduction and explanation is too simple • There is no direct contact with the Australian
tourism market
source : http://baike.baidu.com/album/2312/5837055 , 2015
Problems with the current campaign
Target marketAustralian travellers : 2013: 770,000 Australians travelled to China2014: the increase in the number of tourists shows the majority are aged 20 to 39.
source :http://baike.baidu.com/album/2312/5837055 , 2015http://www.360doc.com/content/15/0216/07/866454_448902764.shtmlhttp://www.ifenglei.com/show-43-5998-1.html
Proposing a new campaign
• Aims to promote Huang Shan City to Australian travelers by increasing awareness of the city to Australians travelling to China
source : http://baike.baidu.com/album/2312/5837055 , 2015
Website : Improving the official website:
• The contents need more English introduction and explanation
• Needs to be more attractive, for example: use it to promote more adventure options to meet the demands of younger Australian tourists
Communication Tools
source : http://baike.baidu.com/album/2312/5837055 , 2015
Communication toolsDigital marketing:
Establish official tourism accounts about Huang Shan City on social media.• Facebook page , Twitter ,
Instragram,and banner advertising on websites• Trip advisor : More
information on it
source : http://baike.baidu.com/album/2312/5837055 , 2015
Communication toolsVideo :• the use of a short video to
be promoted on social media and “YouTube”.
• Many excellent introductory tourist videos are placed in the public video sites (Flight Centre and other travel agents), in order to attract more attention to the area
source : http://baike.baidu.com/album/2312/5837055 , 2015
• Print advertising Flight Centre : Print advertising in their in house magazine (because Flight Centre stores offer free travel magazine).
• With airlines. Qantas, Virgin : Advertising could be provided via their online booking services. (print advertising in flight magazines)
Communication tools
source : http://baike.baidu.com/album/2312/5837055 , 2015
• Huang Shan City This is a place with rich tourism resources• Solution: new campaign to improve the website, and use
more communication tools
Huangshan will become a more attractive choice for Australia tourists in future
Conclusion
source : http://baike.baidu.com/album/2312/5837055 , 2015