What’s your recovery strategy in China?

Our team will guide you through the recovery process and help you stand out from your competitors. This is an opportunity to tell your brand story and take a lead in China’s post-pandemic outbound travel market.

Four Actions For Travel Brands To Take In China Now

Navigating changes and shifts in consumer sentiment is critical to succeeding in China’s recovery market. These four actions will help your organization build an effective strategy.

  1. Control your own narrative – Do not let politics dictate your brand story. Keep your connection with the market and invest in relationships.
  2. Accelerate digital advancements The pandemic has accelerated the adoption of mobile and digital tools across China. Leveraging new technologies and digital media platforms is essential to advancing your brand in the market.
  3. Embrace innovative partnerships – Find compelling ways to reengage consumers and restore confidence. Expect richer storytelling opportunities from China’s travel influencers and more consumer brand partnerships.
  4. Keep long-term goals in mind – The road to recovery will have roadblocks. Be willing to refine or adapt an approach and seize opportunities with Chinese tourism partners who share your long-term vision and values.

Marketing in China

Social and digital platforms are now the most important part of the tourism ecosystem influencing each segment of the trip planning process. Our market insights and real-world experience help you realize market opportunities and make well-informed business decisions.

Social Media

Social Media

Social Media

Thoughtful social media editorial planning and an always-on approach help us deliver quality content and enhance our clients’ reputation as a trusted resource. Digital media platforms (e.g. Weibo, WeChat, BBS) allow us precision in planning—targeting a more specific audience with real-time results.

Influencer Marketing

Influencer Marketing

The power of influencer marketing still reigns supreme in China, from the Celebrity Influencer to the leading Key Opinion Leader (KOL) to the Specialty Interest KOL (e.g. food, fashion, adventure). We identify the most appropriate social media influencers for our clients and create custom destination experiences that tell your brand story.

WeChat Mini-Programs

WeChat Mini-Programs

WeChat is the most influential social media app in China with more than 1 billion active daily users. WeChat’s Mini-programs allow destinations to create a more welcoming experience for Chinese visitors through custom travel guides, while hotels can utilize its loyalty features and retailers can benefit greatly from WeChat Pay. At East/West, we work with our clients to develop these programs and create more effective WeChat campaigns.

Travel Trade Promotions

Travel Trade Promotions

We work with hotel and airline suppliers to develop integrated destination marketing and promotional programs that are sold through major Chinese OTAs, travel retailers and wholesalers. We build brand awareness and audience engagement through trade partnerships to complement our earned media efforts. These push-pull tactics are timely, measurable and cost-effective.

Media Relations

Media Relations

Our business is relationships. Over the past two decades, we have developed thousands of media contacts throughout China, ranging from travel trade and MICE to fashion and lifestyle. With an ever-evolving media landscape, we follow the latest in digital media to ensure our clients are where our target customers are. Whether through press conferences, briefings, announcements or desk sides, we remain a valued and trusted resource.

Press Trips

Press Trips

We lead dozens of impactful press trips every year with media and key opinion leaders (KOLs), and understand success lies in the details. From identifying the right media or KOL to tell our story, to arranging unique and compelling destination experiences and transportation coordination, to special dietary restrictions, we are with you each step of the way. We do this while being responsible stewards of your budget.