China National Tourism Office

Promote the Beijing, Jiangsu, Shanghai, Hunan and Chongqing regions, cities and cultures to the international travel trade, media and consumers while maintaining their unique identity and allure.

APPROACH

Produced a two-city (Boston and Sao Paulo) consumer and trade international roadshow to raise awareness of Beijing, Jiangsu, Shanghai, Hunan and Chongqing regions, cities and culture. Identified top travel producers selling Asia and deliver multi-lingual presentations in Chinese, English, Spanish and Portuguese to engage trade professionals and media. Created and produced a large-scale consumer event in Boston’s Harvard Square that featured onsite activation, and staged cultural events spread throughout.

RESULTS

• Over 2,000 consumers attended the daylong onsite activation event and our presentations reached well over 1,000 total guests, including consumer and trade media, travel advisors, and tour operators.