CHINA MARKET BRIEFING CHINESE VISITATION TO ARIZONA
Visitation numbers*China 90000 81400 80000 76884 78300 70000 60000 63911 50000 52105 40000 36705 30000 31000 25000 20000 10000 0 2011 2012 2013 2014 2015 2016 2017 2018 Arizona’s advantages
What we are now selling….. • Iconic views • Clean & Fresh Air • Western Style and Cowboy culture along Route 66/Road Trip • Warm Seasonal Weather • Less Crowdedness • More safety • Shopping • In-depth travel experience • Soft outdoor adventures
What we can add on….. • Luxury experiences • Family travel
Iconic Images Exposures
- It’s popular to use the iconic views of Arizona’s attractions to attract travelers to buy when tour operators are designing a product e-flyer of a packaged tour
New Initiatives in F20
Travel Trade • Focus on family/road trip-looking for Co-operation with Zuzuche.com • Develop online webinar training with key travel trade partners • Promote luxury elements in Arizona by attending ILTM Shanghai
PR & Communications • Crossover Campaign - 3rd part brand co-op, such as KEEP-a popular APPs with fitness guidelines and offline fitness center • Video Broadcast Production Fam Group • KOL Marketing Co-op
FY19-AOT China
A) Marketing Co-operations with OTAs 1) Tuniu.com KOL Trip and New Product Development - Invite one KOL to Arizona and record the attractions, restaurants and activities through videos and photos. The promotional channel is KOL’s Weibo and WeChat platform. - Tuniu produced the landing page to display it on Tuniu Outbound Tour Page/FIT Tour Page/Theme Page on APP and PC sites at a promotional period. http://www.tuniu.com/szt/arizona/ - Tuniu designed two new products for FIT package and Group tour based on KOL’s trip itinerary.
FY19-AOT China
•Marketing Co-operations with OTAs •Continued to work with wholesalers/tour operators for new product development 2) Ctrip Online Flagship Store Updates and New Co-ops - Update the new frame of the flagship store with more - AITS-In-depth National Pack series groups destination information -Attended AITS Road Show in Suzhou, - New Co-ops for the E-banners on website and APP-push Hefei,Wenzhou to promote new products covers will be coming soon to promote Arizona for National Day three national parks and major cities in Arizona. Holiday(Oct 1-7,2019) FY19-AOT China B) Trade Shows/In-house Trainings Attend the U.S. based trade shows to update more information in Arizona
1. Active America China_ March 25-29,2019 - Met total 22 travel agents through scheduled appointments, and there are wholesalers and local receptive tour operators attending the event
2. IPW Anaheim _June 3-5,2019 - Total 24 appointments were made in three days event
Work with BrandUSA China to train the Chinese tour operators in China 1. Brand USA Shanghai In-house Training _April 22-26,2019 - Over 190 attendees from more than 70 companies from Shanghai/Nanjing attend the trainings. They are from Sales/product/operation departments who are selling U.S. as the major products
2. Brand USA Beijing In-house Training _May 21-28,2019 - Over185 attendees from sales/product/operation departments who are selling U.S. as the major products joined the training. FY19-AOT China-Cont’d
C) Travel Trade/Media China Sales Mission_2019 -The China mission was hold in Shanghai, Guangzhou & Beijing for one week at December3-7,2019
-During the whole week, Luncheon, one-on-one meeting, trade and media dinner & key travel agencies’ office visit were arranged. Over 100 travel trade/media partners met in this week.
-AOT China also arranged separated meetings with key Travel trade partners to discuss the potential marketing co-operations, such as Zuzuche.com
FY19-AOT China-Cont’d
2) Travel Trade/Media China Sales Mission 2019 - media meeting panels in Shanghai for continuous coverage opportunity
FY19AOT China-Cont’d China Sales Mission 2019 Media Meeting • Media Publicity: AD Value US$ million • Number of Impressions: million
FY19-AOT China-Cont’d
D) Travel Trade/Media FAM Groups -Brand USA Mega FAM in October 27-November 2,2018/total 8 travel trade partners from Eastern China attended the trip.
-Post-IPW FAM_ Travel Trade and Media FAM _ June 6-12,2019/total 5 travel trade and 2 media partners attended the trip.
FY19-AOT China-Cont’d
• Individual Media Visit - Grand Canyon Rim to Rim Backpacking Trip - October 2018 • Media Publicity: AD Value US$ • Number of Impressions: million FY19-AOT China-Cont’d
• Individual Media Visit - American Indian History & Culture Media Tour - February 2019 • Media Publicity: AD Value US$ • Number of Impressions: million FY19-AOT China-Cont’d
• Media Fam Group co-op with Photographer KOL (as of July 13, 2019) • Media Publicity: AD Value US$ • Number of Impressions: million
FY19-AOT China-Cont’d
• Off-line Media Publicity: AD Value US$ million • Number of Impressions: million FY19-AOT China-Cont’d FY19-AOT China-Cont’d FY19-AOT China-Cont’d
• On-line Media Publicity: AD Value US$ million • Number of Impressions: million FY19-AOT China-Cont’d FY19 - Arizona Award
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Tina Yao, General Manager E-mail:[email protected] Stephanie Xu, Travel Trade Marketing Manager E-mail: [email protected] Jonathan Jiang, Travel Trade Marketing Manager E-mail:[email protected] Violet Song, Public Relations Manager E-mail: [email protected] Jane Dong, Public Relations Director E-mail: [email protected]