Nanjing Tourism
Situation
Nanjing, China, an easily accessible destination located just outside of Shanghai, is one of China’s most significant cities. While this former capital is a very popular domestic tourism destination, Nanjing is not as well known in the North American market. Nanjing Tourism enlisted PHG Consulting to execute an integrated sales and marketing campaign to grow trade and consumer awareness and ultimately increase arrivals, length of stay, and spend from the North American market.
Approach
PHG Consulting identified North American growth opportunities in the FIT market (specifically history buffs) and educational travel and developed a fully integrated program to help the destination gain traction in the United States and Canada.
Our Solution
- Assisted local receptive operators in creating new product tailor made for the North American market
- Represented Nanjing at events such as the United States Tour Operator Association annual convention, the Educational Travel Consortium, and International Media Marketplace
- Identified and assisted select North American tour operators in creating new itineraries that include Nanjing
- Educated Asia-specialist travel agents on Nanjing
- Organized FAM trips for qualified travel trade professionals and media
- Launched GoToNanjing.com as an English-language resource for consumers and the travel trade
- Created and managed engaging Facebook, Twitter, and Instagram channels
- Leveraged relationships with well-known digital content creators to obtain high-quality video and photo content with a compelling narrative
- Managed ongoing proactive and reactive media relations
Results
- Increased arrivals from the North American market along with length of stay and spend, solidifying Nanjing as a desirable tourism destination in China
- Generated more than 1,400 positive media placements, equaling an ad equivalency of nearly $2.5million to date
- Met social media growth and engagement goals through captivating and visually appealing content
Visit Nanjing Website
Our Work
Services Provided to Nanjing
Travel Trade Representation & Outreach
We help our clients build relationships with tour operators, travel agents, travel trade, and other business-to-business groups that increase awareness of their destination and drive more arrivals.
Tourism Product Development
We analyze and evaluate existing tourism product, identify appropriate and profitable segments, and respond to market challenges by recommending enhancements to improve the customers’ experience before, during, and after their trip.
Web Development
We create engaging, responsive websites that inspire and educate visitors.
PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.
Social Media
Our integrated, multi-faceted social media approach creates awareness, engagement, and loyalty for your destination or hotel while building a virtual community across platforms.
Training Solutions
Our accredited training team offers professional development services in hospitality and destination management, hotel revenue and distribution, and group sales. We create and deliver custom workshops, classes, and extended courses for a broad range of audiences and topics.
Marketing Campaigns & Advertising
An integrated marketing campaign that incorporates both traditional and digital channels will keep your company or organization in focus. We design strategic marketing and advertising plans, gather and create image and content components, and implement and track placements to ensure success.
Events
Our team creates innovative trade, media, and consumer events, handling all of the details from start to finish.