Huangshan city

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


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

http://www.360doc.com/content/15/0216/07/866454_448902764.shtml

http://www.360doc.com/content/15/0216/07/866454_448902764.shtml

Proposing a new campaign

• Aims to promote Huang Shan City to Australian travelers by increasing awareness of the city to Australians travelling to China


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


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


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


• 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


• 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


Huangshan city

Presentations & Public Speaking