Singapore Airlines: Tourism Australia Campaign

With an attractive blend of pristine natural scenery and first-class wine and food culture, Australia has benefited from a China outbound tourism boom that saw mainland travelers spend $5 billion in 2014 to become its most valuable source of tourist income. But China arrivals in Australia are relatively low compared to popular destinations in Europe and the U.S., ranking outside of the top 10 long haul destinations for Chinese over the next 9 years, with an estimated 1 million mainland visitors in 2023.

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Singapore Airlines promotes real travel stories inspired by visits to Australia

Singapore Airlines China campaign partnership with Tourism Australia stems from a 3-year strategic alliance from 2014 to boost traffic from key inbound markets like China by educating travelers on the unique experiences of Australia.

Campaign Highlights

Like most tourism campaigns in China, Singapore Airlines and Tourism Australia combined destination education to promote travel planning, with promotional airfares to boost bookings and reservations. Australia as a destination for China outbound tourism is in a unique position as New Zealand has all but established itself as the premier destination in APAC for pristine nature and spectacular scenery through their successful Pure New Zealand initiatives. To promote travel and flight bookings from the 11 Chinese cities that Singapore Airlines connects with Australia, this campaign aimed to evolve perceptions and establish the country as not only an outdoor destination but also a world-class culinary hub with unique regional activities that would appeal to tourists across all ages and backgrounds.

What You’ll Learn

The Singapore Airlines x Tourism Australia campaign will take a look at how a leading regional airline partnered with a major travel promoter to create an integrated campaign that encouraged China outbound tourists to delve deeper and learn about the unique regional offerings of Australia through engagements on Weibo and WeChat.

  • Brand Website: We’ll show you how Singapore Airlines and Tourism Australia drove traffic to campaign activities and converted booking interest.
  • Weibo: You’ll learn how the brand posted content on Weibo to support campaign activities as well as travel education with support from KOL amplification and integration with Weibo’s events platform.
  • Custom Campaign App: We’ll go in-depth and analyze Singapore Airlines’ custom campaign Weibo app, that was used to launch mini-games and UGC sharing engagements.
  • Key Opinion Leaders: This report includes a complete list of direct post and retweet KOLs used during the campaign including travel aggregators, influencers, and media partners.
  • WeChat: We’ll take a look at how the brand created rich WeChat content to inspire travel planning while launching a mobile minisite (Weizhan) to allow smartphone users to participate seamlessly in campaign contests and activities.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

China Online Travel Marketing Trends

In 2014, China surpassed the United States as the world’s top source of international travel spending with nearly $165 billion spent overseas. While 67.5 million trips were taken from the mainland in 2014, China is still in the early stages of outbound tourism development as that number is projected to reach 97 million by 2023.

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Skoda collaborates with Breadtrip to create rich travel content

With 42% of Chinese outbound tourists visiting Hong Kong and Macao last year, travelers are only now evolving beyond group tours and regional travel to seek authentic experiences and long-haul destinations that distinguish them from their peers.

Trend Highlights

Like shopping and ecommerce, the Chinese traveler’s consumer journey is deeply influenced by social media and emphasizes word-of-mouth from real travelers. In a 2014 survey, China tourists ranked online travel reviews as the most influential factor in booking trips, ahead of even friends and family. Whether seeking inspiration or planning information for a specific itinerary, China travelers place the utmost trust in the real experiences of their peers.

What You’ll Learn

The China Online Travel Trend Report will analyze the key platforms of the booking, planning, and sharing phases of the consumer journey, and show you how the most innovative brands are inspiring and educating consumers through campaigns with Ctrip, Qyer, Mafengwo, and Breadtrip.

  • Online Travel Agencies (OTAs): We’ll show you how major players like Ctrip and Tuniu have become the hubs for online travel bookings, and we’ll analyze how some of the most innovative campaigns on the platform are converting travel interest.
  • Outbound Travel Portals: You’ll learn the crucial role travel planning platforms play in outbound tourism for educating first-time travelers and see how leading brands are leveraging these independent travel communities to create high-quality content.
  • Mobile Travel Apps: We’ll take a look at how a new generation of mobile apps are making it easier for Chinese travelers to share their experiences through visually engaging trip journals that allow them to show off to their peers and inspire new waves of visitors.
  • Key Opinion Leaders: You’ll see how brands are partnering with grassroots influencers within these travel communities to create expert content that provides all the information that online researchers are looking for.
  • Multichannel Integrations: We’ll reveal how brands are integrating online travel platforms with Weibo to amplify content reach and inspire trip planning across social media.
  • O2O: You’ll learn how brands are leveraging online communities to create offline experiences where they can connect with a new generation of independent travelers.
  • User-Generated Content: We’ll show you how word of mouth is a top priority for all travel brands and how recent campaigns cultivate high-quality guides and journals to inspire other users.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Airbnb: Digital Ecosystem Review

Since launching in 2008, Airbnb’s peer-to-peer travel marketplace has disrupted traditional hotel and lodging industries by offering affordable vacation-rentals that combine local experience with a community of like-minded hosts and travelers.

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Airbnb partners with popular travel website Qyer

Already valued at over $20 billion, Airbnb has set its sights on China’s booming outbound tourism market, announcing their arrival with a strategic partnership with Alibaba-backed travel portal Qyer.com in May 2014.

Digital Highlights

Airbnb has developed a digital strategy that targets China’s emerging generation of independent travelers, who have evolved beyond group tours and seek authentic experiences through custom itineraries off the beaten track. The brand has configured their China digital ecosystem to attract aspirational travel consumers to register and make bookings through the official website and mobile app. Weibo is used to generate brand awareness through signature visual content while WeChat assists in educating consumers on service benefits inspires travel planning. Airbnb has recently launched official channels on Douban and Qyer to reach independent traveler communities and promote creation of influential word-of-mouth content across social media.

What You’ll Learn

The Airbnb Digital Report will show you how one of the world’s most disruptive travel platforms has leveraged inspirational travel content and diverse KOL influencers on social media to drive adoption among China outbound tourists.

  • Brand Website: We’ll show you how Airbnb has localized their China website to capitalize on mainland travel trends and educate a consumer base that is new to vacation-rentals.
  • Brand Mobile App: Learn how Airbnb has optimized platform functionality for a mobile app that provides turnkey booking management for travelers and hosts alike.
  • Weibo: We’ll explore how Airbnb combines high-quality content with well-designed engagements to acquire fans and increase bookings on the website.
  • WeChat: You’ll learn how Airbnb has launched dedicated WeChat minisites to educate China travelers and inspire travel planning.
  • Douban: We’ll take a look at how Airbnb is connecting with Douban’s community of independent travelers and digital content creators to boost grassroots adoption.
  • Qyer: You’ll be one of the first to learn how Airbnb partnered with one of China’s leading outbound travel portals to create real traveler stories, shareable trip plans, and expert guides for their service.
  • Online Video: We’ll show you where video fits in to Airbnb’s China digital strategy and how audiences are responding to their content.
  • Key Opinion Leaders: In addition to complete direct and retweet KOL lists, we’ll take an in-depth look at how Airbnb has recruited a diverse roster of lifestyle influencers to spread inspirational travel stories across social media.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Beats By Dre: Solo Selfie Campaign

Having almost single-handedly created the premium headphone market after its launch in 2008, Beats By Dre has used a savvy blend of celebrity and lifestyle branding to create one of the most coveted products among fashionable young consumers.

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Beats By Dre partners with Meipai to create Vine-inspired short form mobile content

But the brand has had a challenging relationship with the China market, where counterfeit products have flooded retail and online channels at a fraction of genuine prices. Yet with Apple’s $3 billion acquisition of the high-end headphone brand in 2014, Beats is now positioned to gain market share on the mainland with enhanced retail and ecommerce infrastructure.

Campaign Highlights

Similar to recent initiatives from H&M and Michael Kors, Beats’ Solo Selfie campaign in China succeeds because of a seamless integration of global celebrities with local campaign ambassadors. By blending stars like Angelababy and JJ Lin with the Kardashians and Cesc Fabregas, Chinese consumers feel a connection with Beats’ brand lifestyle and are inspired to share their own Solo Selfies as part of a global movement. At the same time, Beats collaborated with a diverse roster of digital influencers to seed Solo Selfies among relevant audience groups, and partnered with leading short video app MeiPai to pioneer new brand interactions with consumers.

What You’ll Learn

The Beats Solo Selfie Campaign Report will explore how one of the world’s most aspirational electronics brands collaborates with major China celebrities to build awareness on social media and inspire user sharing on mobile platforms while driving conversion online and at retail.

  • Brand Website: We’ll show you how Beats customized their brand website and ecommerce channels to boost campaign engagement and boost fan participation.
  • Weibo: You’ll learn how Beats used Weibo as the campaign hub for content amplification and social sharing.
  • Key Opinion Leaders: This report includes a complete list of direct post and retweet KOLs used during the campaign including celebrities, influencers, and media partners.
  • Meipai: We’ll explore how Beats partnered with one of China’s most popular Vine-inspired short video apps to increase content creation and sharing.
  • Tmall: See how Beats used Tmall vouchers to boost campaign sharing participation and increase online purchase conversion.
  • O2O: Beats integrated Solo Selfie activities with retail partner Suning, driving traffic to offline stores through sales incentives.
  • Online Video: You’ll learn how Beats partnered with China’s first multi-channel network (MCN) to create viral content for iQiyi.
  • WeChat: We’ll show you how Beats leveraged their official WeChat service account to support campaign activities.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.