13 Best Travel / Tourism Campaigns in China

Radar Report #6 features insights into the 13 best Tourism campaigns in China and the four marketing trends driving their success.

Brands covered: The North Face, New Zealand Tourism, Singapore Tourism Board, Singapore Airlines, Jilin Culture and Tourism, Huazhu, Kuaishou, Fliggy, Red, Ctrip, Qunar, and Taobao.

Singapore Airlines announced the launch of its official live stream, inviting a prominent local travel KOL to join and promote its Sri Lanka route. The live stream attracted nearly 300,000 viewers, highlighting the significance of localization in international airline promotion.

Kuaishou collaborated with Jilin's Cultural Tourism Department, celebrities Zhang Dada and Zhang Jianing, along with dozens of KOLs, hosting consecutive live streaming and check-in events to promote Jilin's cultural tourism. The live streams attracted over 200,000 viewers concurrently. On Kuaishou, related topics amassed 100 million views, with over 10 million views on Weibo.

Fliggy's April 10th 'Fliggy Super VIP' launch, in collaboration with Taobao, featured a live streaming event from Jeju Island. They promoted budget-friendly travel to Jeju via #飞猪超级VIP on Weibo, WeChat, and RED, with @李可乐 co-hosting. The hashtag #FliggySuperVIP garnered over 28 million views on Weibo alone, indicating widespread interest. The live streaming event attracted nearly 350,000 viewers.

The Singapore Tourism Board collaborated with RED to organize the "A Feast of Fun, Right in Singapore" brand event, aimed at igniting people's interest in tourism in Singapore. Through interactive and engaging activities, the Singapore Tourism Board enhanced the exposure of localized tourism promotions, while the event garnered 1 million reads on RED.

Huazhu Hotels Group collaborated with the sci-fi digital IP Da Vinci's Egg for the "H WORLD Digital Explorer" campaign, integrating virtual exploration with real hotel privileges for members. The activity accumulated nearly 200,000 views on WeChat, highlighting the significance of the hotel industry's technological innovation.

RED launched the #龙咚锵年味复兴 (NewYearRevival) plan nationwide during the New Year to evoke nostalgia for classic New Year memories. This initiative encouraged users to engage in check-ins and interactive sharing activities across four cities. The campaign reached over 300M views on RED.

RED collaborated with local Wuhan tea brand @爷爷不泡茶 to initiate the #春回樱花茶自美 (Cherry Blossom Tea Selfie) campaign, organizing a cherry blossom appreciation event in Wuhan. The campaign achieved significant success, accumulating over 20 million views on RED under the related topic.

The North Face partnered with Nanjing Hongshan Zoo to unveil a new brand ambassadorship and promote their latest line of children's rain jackets. The collaboration and promotion on social media platforms amassed over 6.5 million views.

The New Zealand Tourism Board introduced its mascot Kakapo Kimi, urging Chinese tourists to explore New Zealand's wonders through its brave and optimistic persona. #SeekingKIMIOnYou garnered nearly 75M views and almost 200,000 interactions on Weibo.

Jilin Culture and Tourism introduced two virtual digital characters on social media, sharing the cultural stories of Changbai Mountain in Jilin Province and attracting young Generation Z crowds to visit. Through innovative historical and cultural storytelling, this campaign has garnered over 6 million views on social media platforms.

Ctrip launched the #318 Welcoming Spring# campaign, partnering with leading hotels and airlines to encourage consumers to participate and purchase spring travel products on the Ctrip platform. Ctrip's promotion on Weibo, including interactive contests and visually engaging content, garnered over 120 million views.

Fliggy (飞猪), Tmall, and Volvo collaborated to jointly host the #Spring Blossom Tour# event from March to April, featuring a flower exhibition in Linzhi, Tibet, with renowned KOL artists invited to create a unique viewing experience. This event reached over 160 million views.

Qunar (去哪儿) collaborated with Hunan TV's Mango TV to sponsor the program IP "We Three," featuring their celebrity endorser, Guo Qilin. This partnership aimed to boost the platform's visibility by engaging in a thematic interactive campaign. The campaign amassed over 150 million views across social media platforms, leveraging program IP and celebrity endorsements to boost profitability and brand visibility.

Resonance is a digital / social media marketing agency based in Shanghai, China. Our service is “everything digital x social marketing”. We’ve been around since 2008 and have done great work for many of the world’s most well-known lifestyle brands. Visit us on the web or email us to find out more.

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