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Huangshan city

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BMA349 Pitch Presentation

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Huangshan city

  1. 1. Campaign for Huangshan 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
  2. 2. 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
  3. 3. 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
  4. 4. Target market Australian travellers: 2013: 770,000 Australians travelled to China 2014: the increase in the number of tourists shows the majority are aged 20 to 39. source: http://baike.baidu.com/album/2312/5837055,2015 http://www.360doc.com/content/15/0216/07/866454_448902764.shtml http://www.ifenglei.com/show-43-5998-1.html
  5. 5. 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
  6. 6. 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
  7. 7. Communication tools Digital 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
  8. 8. Communication tools Video: • 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
  9. 9. • 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
  10. 10. • 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 urce:http://baike.baidu.com/album/2312/5837055,2015

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