San Francisco Travel Market Briefing

Transcription

1 San Francisco Travel Market Briefing

2 China Luxury Advisors Boutique consulting firm with offices in Los Angeles, New York, and Paris with a broad network of trusted partners in China. CLA advises brands on reaching and influencing affluent Chinese consumers within China and globally. CLA combines strategic guidance and deep execution experience to provide high ROI solutions that help brands grow their business with Chinese consumers. CLA provides targeted, high quality support for brands, including China market entry, brand building, e-commerce execution, CRM and Chinese tourism solutions. 2

3 Solutions China Luxury Advisors works with companies to expand their business with Chinese customers around the world: Market Entry Brand Building Chinese Tourism CRM Digital 3

4 Chinese Tourism China Luxury Advisors works closely with retailers, destinations, tourism boards and others to drive high ROI results with Chinese tourists. CLA provides the following capabilities to drive traffic, sales and loyalty with Chinese tourists: Chinese Tourism Strategy Development China Ready Training/Staff Training China Ready Implementation Chinese Travel Trade Engagement/Outreach Chinese Student Outreach/Engagement Partnership/VIP Customer Development 4

5 Digital/CRM China Luxury Advisors works closely with brands, destinations, entertainment properties and personalities to build their digital profile among Chinese consumers. CLA provides the following areas of digital support: Digital Strategy and Planning Online Advertising/Traffic Generation Social Media Platform Strategy and Management Digital Content Creation for China Market Online Influencer Engagement (celebrities, bloggers, travel forums) 5

6 Digital/CRM China Luxury Advisors has partnered with leading Chinese mobile platform WeChat to provide targeted Customer Relationship Management solutions that allows retailers, destinations and public venues to directly engage with Chinese customers and build lasting relationships. 6

7 Selected Clients 7

8 Select Ongoing Client List & History China Luxury Advisors current retainer client list, with a description and length of relationship: Taubman Centers: Taubman is a $4.5 billion company that owns and operates regional malls in the United States. CLA has been retained at their Chinese tourism specialist agency since Beverly Center: Beverly Center is a Los Angeles mall (owned by Taubman). CLA has been retained as their Chinese tourism agency since 2013, conducting all strategy and on the ground execution. Bergdorf Goodman: Bergdorf Goodman is a specialty high end department store in New York City. CLA has been retained as their Chinese tourism agency since El Corte Ingles: El Corte Ingles is Europe s largest retailer, and Spain and Portugal s only department store. CLA has been retained as their Chinese tourism agency since Los Angeles Tourism & Convention Board: CLA has been retained to create and execute LACVB s China Ready program since January of Malibu Family Wines: CLA has been retained to create and execute Malibu Family Wine s Chinese tourism program since December of Briggs & Riley: CLA has been retained to provide brand building and PR services for American luggage brand, Briggs & Riley, since January of Pasadena CVB: CLA has been retained by the Pasadena Visitor and Convention Bureau to jumpstart a China Ready education and marketing program for the City. 8

9 Case Study: Malibu Family Wines Overview: LATCB member Malibu Family Wines engaged CLA to create and launch a Chinese tourism program for its vineyard, tasting room, and unique animal safari. Tactics: CLA created a customized Chinese tourism program aimed at raising awareness among the travel trade, Chinese media, Chinese students and individual travelers.

10 Case Study: Malibu Family Wines Results: Hosted Chinese receptive agency FAM with more than 35 attendees, resulting in signed agreements with more than five tour operators and businesses generated in less than two months Created Goat Naming Ceremony media opportunity to draw attention to the Chinese tourism program during Chinese New Year, resulting in more than 35 earned media mentions in Chinese publications, including large China media outlets and a feature video filmed by Xinhua News. Hosted Chinese social media/online forum, Chihuo, resulting in online posts, Weibo and WeChat posts, as well as promotion in their Chinese New Year campaign, reaching students and individual travelers. Launched Chinese website, Weibo and WeChat account, creating customized content for Chinese audiences.

11 Case Study: Malibu Family Wines

12 Case Study: We Do Campaign Overview CLA was tasked by Taobao, China s largest online e-commerce platform, to bring 10 LGBT couples from China to Los Angeles to get married. The campaign was supported by several LGBT organizations in China, as well as the City of West Hollywood. Tactics CLA designed an itinerary to include popular LA travel destinations including Universal Studios, Starline Tours, Malibu Family Wines, and shopping destination Beverly Center. CLA also worked closely with City of West Hollywood and GLAAD to secure media coverage for the campaign.

13 Case Study: We Do Campaign Results The WeDo campaign was covered by 70 major media articles, including the BBC, the Los Angeles Times, the New York Times, and the Huffington Post. The story became the headline story on Baidu News, the online news platform powered by China s dominant search engine. The campaign has attracted over 800 million media impression. On June 26, 2015, the day the U.S. Supreme Court ruled in favor of marriage equality, the video of the seven couple s wedding was widely shared online, and has been viewed 147 million times online since.

14 Case Study: We Do Campaign

15 Case Study: We Do Campaign

16 Contact Renee Hartmann Charlie Gu Co-Founder, China Luxury Advisors Director, China Luxury Advisors