SILK ROAD

BROADCAST ADVERTISING CAMPAIGN, BBC

SILK ROAD

BROADCAST ADVERTISING CAMPAIGN, BBC

China’s National Tourism Administration shapes the perception of China as a tourism destination around the world, and it is the organisation which helps drive visitors to China. Part of how it does this is with global marketing campaigns targeted at regions which have a high number of travellers with significant disposable income.

China’s National Tourism Administration shapes the perception of China as a tourism destination around the world, and it is the organisation which helps drive visitors to China. Part of how it does this is with global marketing campaigns targeted at regions which have a high number of travellers with significant disposable income.

The CNTA sought to encourage visitors to explore deeper into China’s western frontiers, and to diversify their experiences.

The CNTA sought to encourage visitors to explore deeper into China’s western frontiers, and to diversify their experiences.

Having developed the concept of Silk Road Tourism, the client worked with us to develop strategy and concepts to target the global market.

Having developed the concept of Silk Road Tourism, the client worked with us to develop strategy and concepts to target the global market.

We delivered a strategic campaign with BBC World News that encouraged travellers to visit Silk Road destinations.

We delivered a strategic campaign with BBC World News that encouraged travellers to visit Silk Road destinations.

RESULTS

With beautiful visuals a host of exciting cultural themes, the campaign successfully showed the very best of western China.

Our strategic campaign was deployed at the right time of day around the world to hit a high-spending audience of leisure and business travellers.

We were able to deliver the client’s message, while maintaining an extremely high standard of production and exceeding targets for exposure and reach.

How can we help you?

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