Guangdong
Chapter i
The Challenge.
Guangdong is China’s premier tourist board. To maintain its leadership, it had to increase the number of British travellers. To increase brand recognition in the UK, it had to develop a customised strategy that would engage this mobile-centric audience.
Chapter ii
The Strategy.
Following market research, in collaboration with Search Digital, I developed ‘Mobile First.’ This strategy was designed to increase Guangdong’s visibility and accessibility in the UK market.
Chapter iii
The Result.
The ‘Mobile First’ strategy increased awareness for Guangdong as a top travel destination for UK travellers looking to book a holiday in China. It also embraced follow-up right through the sales process. It even enabled after-sales.
