Chinese Celebrity Xu Haiqiao brought diversity of Seychelles to Chinese audiences via social media

The Seychelles Tourism Board (STB) office in China collaborated with famous reality show actor, Mr. Xu Haiqiao, to increase the visibility of the exotic island paradise among the young Chinese audience.

“Follow Xu Haiqiao to explore the Last Eden on Earth – Seychelles” as the project was called, was shot in Seychelles between August 21, 2018 and August 26, 2018.

The actor graduated from the Shanghai Theatre Academy, a public university aimed towards teaching dramatic art in Shanghai, China. Mr. Xu made his name known in his homeland through roles played in television series such as ‘The Dream of Read Mansions’, ‘The Journey of Flower’ and ‘Lost Love in Times’.

The promotional videos started airing on September 10, 2018 on the Chinese celebrity’s social media account on Sina Weibo, a Chinese microblogging website. Mr. Xu has about 10.7 million fans on Sina Weibo. Followers had the chance to watch ‘Follow Xu Haiqiao to explore the Last Eden on Earth – Seychelles’ on other social media platforms such as WeChat and TikTok.

Through the vlog ‘The Orange Star Travels’, Mr. Xu shared with his audience his six-day shooting itinerary in the 115-island archipelago. For each of the six days spent in Seychelles, a themed video blog was created, each displaying a different aspect of life in the island nation. He showed the Chinese audience the beautiful nature of Seychelles, its diverse culture, adventures that can be had as well as interacted with the local people.

The audience experienced the country through six chapters: Preview – ‘Xu Haiqiao and Seychelles’, Chapter 1 – ‘Live Somewhere Else’, Chapter 2 – ‘A Nature Tour of 455square meters, Chapter 3 – ‘A tour of Adventure’, Chapter 4 – ‘Unexpected Lucky Gift’ and Chapter 5 – ‘The End of the Journey’.

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Over 60million PV (page per view) were recorded after ‘Follow Xu Haiqiao to explore the Last Eden on Earth – Seychelles’ finished airing.

Commenting on Mr. Xu’s presence in the Seychelles, STB Director for the Chinese and Japanese Market, Jean –Luc Lai- Lam said that the initiative is in line with the strategy as presented by his office for the year 2018.

“This year, one of our main focus has been creating more visibility on the Weibo Chinese social media, in order to reach a greater number of audience, and this has been very successful in creating more visibility for the destination,” said Mr. Lai Lam

The project follows the one carried out this year by the award-winning Chinese actress, Ms. Dilraba Dilmurat, who showcase Seychelles through ‘Dilraba feels Seychelles’. Close to 1.53 Billion people watched the series of videos advocating the laid-back lifestyle and natural environment of Seychelles.

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Linda Hohnholz