Hunan’s “Looking China Youth Film Project” Successfully Comes to A Close

The event was hosted and sponsored by Beijing Normal University and co-sponsored by Hunan Normal University. The Hunan Tourism Development Committee provided support and guidance, while PandaMobo, an advertising agency based in Beijing, administered the online promotion of the event on Hunan’s official Facebook fan page. Two social media influencers (key opinion leaders) also attended the event, getting a much deeper knowledge about the project and its goals.

Since the creation of Hunan’s official social media pages in January 2017, the total number of fans has reached 263,431 and is still growing at an exponential rate. Fans are mainly from Hunan’s targeting inbound countries such as the U.S., Japan, and Korea.

“It wouldn’t work if we used the traditional ways of marketing in China“, says Guobin Huang, Marketing Director of Hunan’s Tourism Development Committee. “If the foreigners have an incline towards Zhangjiajie in comparison to other areas, then we should post more images about Zhangjiajie. We must familiarize them with Hunan through their own personal preference. Also, the key opinion leaders are great resources and we can utilize them as a medium to promote Hunan.”

Baolong Pei, the Director of the Tourism Department at PandaMobo also emphasizes that, “Promoting to the overseas market requires more details, more patience, and more time. When it comes to the overseas market, the traditional way of advertising in China is too broad and insubstantial. Our team focuses on perfectionism. Along with eleven films that tell a different perspective of Hunan to the audience’s eyes, creative advertising formats such as Facebook Live Videos, Canvas, and 360 videos aid in the support of their promotion. During the offline event alone, Hunan’s Facebook fans increased by 58,328!”

On May 14-15th of 2017, the “One Belt, One Road” Summit was held in Beijing, illustrating Hunan’s focus on gaining more inbound tourists from overseas as well as marketing towards countries that lie on the “One Belt, One Road”, ensuring that the inbound tourism industry continues to flourish. According to a report that was published by the Hunan Tourism Bureau, from January to April in 2017, Hunan has welcomed 546,503 inbound tourists and has increased the revenue in foreign currency. With the development of China’s tourism industry, the “13th Five-Year Plan” implementation has initiated and Hunan’s inbound tourism will usher in a new round of development opportunities.

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SOURCE PandaMobo