HANGZHOU

BROADCAST ADVERTISING CAMPAIGN, BBC

HANGZHOU

BROADCAST ADVERTISING CAMPAIGN, BBC

Home to Alibaba, Hangzhou is a leading technology and educational centre in China. Boasting stunning scenery, landmarks and history it is also one of the most popular domestic tourism destinations. However, it is less well known internationally. The Hangzhou Tourism Board wanted to change this perception and boost visitor numbers.

Home to Alibaba, Hangzhou is a leading technology and educational centre in China. Boasting stunning scenery, landmarks and history it is also one of the most popular domestic tourism destinations. However, it is less well known internationally. The Hangzhou Tourism Board wanted to change this perception and boost visitor numbers.

To coincide with the 2016 G20 Summit in Hangzhou, the regional tourism authority wanted to maximise global exposure.

To coincide with the 2016 G20 Summit in Hangzhou, the regional tourism authority wanted to maximise global exposure.

We helped them achieve that with a media strategy that featured animated video artwork in a global campaign carried on BBC World News. Take a look.

We helped them achieve that with a media strategy that featured animated video artwork in a global campaign carried on BBC World News. Take a look.

Our campaign was lighthearted and showed the city in a fun way. This helped it engage with viewers and left them wanting more information.

Our campaign was lighthearted and showed the city in a fun way. This helped it engage with viewers and left them wanting more information.

RESULTS

By winning the right to host the G20 meeting, Hangzhou had achieved huge recognition on the world stage. From this, there was an opportunity to leave a lasting impact on the city’s tourism industry.

With our campaign, we were able to help Hangzhou reach the right demographics, in the right destinations. But crucially, we were able to reach them at the right time as well.

Hangzhou experienced a surge in international tourism following the G20 summit and our campaign strategy and implementation helped boost the numbers.

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