Dragon Trail China Digital Marketing - Dec 2010

Relationships with:

REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERSBY LEVERAGING DIGITALMARKETING, TECHNOLOGYAND SOCIAL MEDIA TOINCREASE BRAND AWARENESSAND GENERATE DEMAND

REASONS TO PARTNER WITH IN CHINA UNMATCHED EXPERTISE ENGAGING CHINA-HOSTED WEBSITES HOSTED RELEVANT SOCIAL MEDIA MARKETINGTARGETED SEARCH & DIGITAL ADVERTISING INTERNATIONAL CLIENT LIST AWARD-WINNING SERVICES & CAMPAIGNS “…Dragon Trail has been vital to our social media success in China.“ “…Dragon Trail teams high efficiency, passion and TOURISM INDUSTRY AFFILIATIONS knowledge of Chinese web and social media space is invaluable for the success of our online presence in China."

DRAGON TRAIL is the leading travel technology and digitalmarketing company in China that helps international travel andtourism organizations reach and connect with Chinese consumers.

Founded by international leading experts in social media, e-tourism and travel technology tourism technology-Recognized for most innovative new service for China Outbound Tourism STRATEGY SOCIAL MEDIA Dragon LOCALIZEDTECHNOLOGY Trail CONTENT RELEVANCY Team The Senior Team, led by the founders, consists of top experts, having worked in leading social media sites in China, headed PR/Communications for global luxury hotel brands in China, and having MOBILE spearheaded the expansion of western E-MARKETING travel businesses into China, and worked for English-Chinese translation companies. Advisors include the most senior experts in travel and tourism for China and globally. BEIJING - SHANGHAI

曹志刚 Co-Founder & CEO Founder GEORGE CAO• Award-winning working experience in China and USA winning - Developed Revenue Management systems and provided RM consulting to leading hospitality companies including Choice Hotels, Omni Hotels, La Quinta Inns and Harrahs Entertainment - Holds a US patent in Event Revenue Management - Developed travel distribution technologies for WorldRES and Search Party - Created and evangelized cutting edge internet technologies in Silicon Valley - Hotel Operations experiences with Hyatt Hotels and Holiday Inn in China• Consulting experience with Hotel Companies and Online Travel and Technology Companies - Global Client List includes organizations in USA and Asia Pacific always with the goal to increase revenues and increase consumer engagement and loyalty• Company Start-up Experience -Founded online travel ventures, including SearchParty.com (USA), and Go10000.com (China) ounded• Graduated with an MBA from the School of Hotel Administration at Cornell University University. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

晏子 Co-Founder & President Founder JENS THRAENHART• Award-winning working experience - National Tourism Organization (Headed up Marketing Strategy and E-Business/CRM for the Canadian Tourism Commission) Business/CRM - Luxury Hotel and Vacation Ownership Industry (Headed e-Commerce for Fairmont Hotels & Resorts, and Marketing/CRM for Fairmont Heritage Place) Commerce• Consulting experience with Hotel Companies and Destination Marketing Organizations - Global Client List includes organizations in Canada, USA, Europe, Middle East, Africa, Asia, Pacific• Company Start-up Experience -Started three online travel ventures, and founded four online travel conferences and e Started e-Tourism Awards - Editor and avid blogger (TourismInternetMarketing.com & DestinationExperiences.com) -Co-Founded global travel blogging community (Tips from the T Founded T-List) & Canadian e-Tourism Council• Industry Awarded for marketing and sales excellence and recognition for Travel e e-Commerce - Won several awards in website design and e-marketing, and is listed as one of the marketing, ‘Top 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel’ in 2004 and 2005, and was recognized as one of the ‘travel industry’s top 100 rising stars’ by Travel Agent Magazine in 2003.• Solid relationships with industry associations, such as UNWTO, PATA, HSMAI, HEDNA, IFITT, ETC, IOETI.• Highly Educated: Graduated with an MBA from the School of Hotel Administration at Cornell University University. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Select Clients in 2010 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Recent Awards in 2010 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Testimonials "As a global hotel group we recognize the importance of maintaining unique social media strategies for each target market. The Chinese social media landscape is unlike any other in the world, and for that reason we sought the expertise of Dragon Trail. With years of social media marketing experience combined with an in-depth understanding of the Chinese travel industry, depth Dragon Trail has been instrumental to our social media success in China.“ Kristin Ruble, Vice President Marketing Mandarin Oriental Hotel Group"China is a very promising but also complex market and we are happy that we havepartnered with Dragon Trail to build and maintain our brand presence and engagewith the Chinese online community. They created a comprehensive onlinemarketing program for our destination, including a captivating and flexible website,presence on major social media sites, engaging online contest and much more. TheDragon Trail teams high efficiency, passion and knowledge of Chinese web andsocial media space is invaluable for the success of our online presence in China." Julie Canning, President & Chief Executive Officer Banff Lake Louise Tourism DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

ChinaTravelTrends.com e-Magazine & Online Community Magazine(Premium Section includes a collection of hundreds of reports) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Essential China Travel Trends BookWith forewords from UNWTO, WTTC, and PATA “… Already the world’s fourth most visited destination today, by 2020, China is expected to become the leading international tourism destination and the fourth largest outbound travel market. This comprehensive study of travel trends in China provides invaluable insights into one of the fastest growing travel and tourism markets in the world." Taleb Rifai - Secretary General, World Tourism Organization (UNWTO) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

China Travel Social Media Seminars (DT also organizes company-specific seminars upon request, specific and is available for speaking engagements world world-wide.) “This was a very important and insightful seminar, organized by Dragon Trail. Social Media in China looks very complex and like a whole lot of work, but then again, people are talking with or without us - so we are definitely better off if we take part and try to influence it." Oliver Sedlinger - China Director, German National Tourist Board (DZT)Select Speaking Engagements: DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

DRAGON TRAIL APPROACH

Consumer Strategy – How to win affluent Chinese Tourists• Online influencer marketing: creating buzz of the product so the client makes up the mind before visiting the travel agent• Chinese consumers heavily use the Internet to make purchase decisions• Travel agents in China recommend travel packages that they have either known or offer the best incentives if the consumer does not have a special destination in mind• To be in the consumers mind prior to contact a travel agent is the target• Have a relevant and engaging Chinese website, optimized for Chinese search engines and hosted in China, and leverage social media websites with touch points to drive traffic back to the website in order to spread the word about the brand , capture consumer data, and start communicating with the consumer to build a value value-based relationship. 15 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Dragon Trail Digital Strategy ApproachGOAL: Increase Brand Awareness & Direct Sales– Guide Strategy Execution– Build a foundation for brand engagement (Social Media ready and Search Engine optimized Website for the Chinese Market)– Create online touch-points– Develop relevant content– Maintain, monitor, engage, and evaluate– Gain insights from data and social media– Combine and offline and online tactics– Drive campaigns that convert– Increase revenues 16 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Dragon Trail Digital Strategy Planning DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Dragon Trail Multi-Touchpoint Ring Strategy Touchpoint 1. Relevant Brand Chinese Website 2. SEO Lifestyle & Regional Satellite Sites 3. Targeted Chinese Social Media Profiles 4. Content Syndication & Blogger Interaction 5. Mobile Presence DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

The Power of the Internet Community in China:Redefining the Brand/Consumer Relationship DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Dragon Trail Program Execution5. Interact with influential bloggers 1. Determine the best possibleand manage Dragon Trail’s market strategy to build brandFamiliarization Trip 2.0 Program, awareness and reach thedesigned to create buzz about target audiencethe brand.4. Execute an innovativesocial media campaign thatdrives traffic and capturesconsumer data, leveraged 2. Develop a culturally-for future initiatives. relevant Chinese Website, consistent with the brand message, optimized for Chinese search engines, designed for the Chinese target market, with3. Set-up profiles on targeted Chinese engaging content, andSocial Media profiles, seed relevant hosted in China with statecontent, engage with the audience, and of the art technology.monitor for brand reputation. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Dragon Trail China Online Marketing Platform Pull Marketing External Efforts CGM Marketing PPC / SEM Blogs Web Analytics Affiliate Marketing SNS Media Buying Campaign Pages Viral Marketing Your Digital Site Web / Mobile Web Optimization Push Marketing SEO RSS Marketing Satellite Sites Usability Email Marketing LPO Web Analytics Widgets / Apps Conversion Zone Marketing Database DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Understand Principles Be useful Be live Videos: YoukouDragon Trail Images: YupooSocial Spaces Platforms Social Space Micro-Blog: SinaFramework Bookmark: Zhuaxia SNS: RenRen Networks Active listening M&S assets Research & Listen Measure Plan/iterate Optimise assets Editorial On-site UGC Processes Content Widgets / tools Aggregation Outreach Moderation Curation Connecting APIs DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Strategic Focus & KPIs:1. Brand Awareness2. Relationships3. Sales- Build relevant web presence- Develop engaging content- Increase touch-points online- Drive traffic of interested individuals- Focus on capturing relevant Consumer data Online (and Offline)- Leverage data to qualify via targeted offers- Refer potential guests to tour operators and travel agents- Test direct sales online

A couple important points…1. Website hosting in China is critical in order to ensure organic local search engine optimization, and optimal accessibility.2. Constant optimization of the social media landscape is critical in order to ensure content seeding, consumer engagement, and brand reputation.3. Local representation, especially with intimate knowledge and relationships in the travel and internet space in China critical in order to ensure successful strategy execution. …in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Chinese Website• Website developed consistent with brand message, aligned to English English-language website, designed with cultural nuances in mind.• Website will be integrated with website measurement tools, as well as a dynamic content management system, and will be mobile-ready. ready.• Chinese social media integration, as well as integration of engagement tools, including mapping, slide shows, video embedding, bookmarking, event calendar, internal search, Tell-a-Friend, online postcards, etc.• The website will encourage permission-based data capture to grow a powerful database based that can be used for campaigns and building customer relationships.• Referral mechanism to travel trade partners (toll free number, contact form).DMO and SME Partner Program:1. DMO: Mini-site, integrated into the client’s Chinese Website plus content inclusion in the site, client’s social media profiles. The mini-site would be indexed by internal search and site accessible via a vanity URL (for promotion on business cards and marketing collateral) COST: : Euro 2,500 one-time set-up fee + Euro 925/Month up2. SME: One-page enhanced listing with description about the hotel or travel supplier, page picture gallery, embedded video (uploaded on a major Chinese video sharing site), as well as location on the map. The mini-site would be indexed by internal search and accessible site via a vanity URL (for promotion on business cards and marketing collateral) COST: Euro 500 one-time set-up fee + Euro 80/Month up DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Chinese Social Media Marketing• Set up profiles on three key social media websites, including a major video sharing site, a social network, and micro blog (Youtube, Facebook, and Twitter equivalents), including all necessary site application procedures and Chinese government approval processes.• Seeding of relevant content on these sites, based on the delivery of content and stories by the client. A healthy balance of stories with promotions is essential. We will leverage content from the corporate websites, from profiles on English English-language social media sites (if available) as well as from partners.• Engaging with users to attempt to drive viral spread. This includes frequent checking on checking-in the profiles in order to respond to questions, monitor comments, and identify trends.• Protect the brand reputation of the client by being alert on specific comments, and avoid escalation of potential situations, especially offline occurrences related to client’s products and services. Comments will be carefully monitored and recorded, and provided with an approved response.• Via other channels (such as BBS, external sites, blogs, etc.), Dragon Trail will focus to acquire new fans and followers, to drive interest and buzz.SOCIAL MEDIA CAMPAIGN:• Development of a landing page for the campaign, integrated into the Chinese website.• Design a call to action, which should be focused on capturing customer data.• Integrate the campaign on the social media profiles, and attempt to get blogger engagement DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Go10000.com• Membership Discount of an enhanced listing on the soon to be re-launched Go10000.com ( launched (Go10000 was one of the first travel search engines in China, first launched back in 2005 Visit: http://www.eyefortravel.com/node/9503 & http://tinyurl.com/267rsg8)• Go10000 will fill a void for Chinese consumers to search for domestic and international hotels, destinations, cruises, tours, leveraging sophisticated taxonomy, mapping, and search technology, enabling Chinese consumers to find information about travel products and services in Chinese language, by being able to search using detailed keywords. A powerful branding and demand generation tool for companies.• Go10000 will be re-launched in the fall of 2010 as the “Official Chinese Travel Search launched Engine”, and will be fully optimized for Chinese search engines, and drive traffic , directly to the Go10000 members websites (preferably Chinese websites).• Go10000 will feature its own social media profiles on major and niche social media websites in China, as well as various BBS.• Go10000 will have its own mobile website and mobile applications (China had 800 Million mobile users by July 2010, and over 40 Million people that access the Internet only on mobile devices).• Content translation and content publishing , as well as tagging will all be included. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

STRATEGIC CONSIDERATIONS

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Research studies indicate that attitude towards websites, the site’s interactivity and usability, as well as purchase intentions of users are enhanced when sites are congruent with the target customers’ cultural predispositions. (“The Culturally Customized Website”, Elsevier, 2005.)Collectivism: Emphasizing valuesimportant in collectivist cultures.For example, emphasizing familytheme.Power Distance: Adding elementsthat emphasize power distance. Forexample, displaying awards orhonors that a company or brand hasreceived. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Brand ArticulationThe Chinese consumer, unlike the Western consumer is not familiar with the brand (hotel or destination) – it requires Contextual Relevance

Content Gap DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Context DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Relevancy DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

VisitBritain’s new Website – great use of Web 2.0

…and VisitBritain.com in Chinese Is it really Relevant???

DRAGON TRAIL CHINA MARKETING SERVICES

Dragon Trail Influencer Marketing Program1. Developing a culturally relevant web presence, including am engaging website, and possible satellite sites and blogs in order to increase touch touch-points and visibility.2. Leveraging existing and developing relevant content to be published on the website(s).3. Setting up profiles on various social media websites, including image sharing, video sharing, social networks, as well as blogs on prominent portals and websites.4. Maintain a consistent and interesting presence on the Chinese social web, including publishing relevant content, monitoring comments, responding to comments, and engage on other relevant social media profiles, in order to increase fans and followers, awareness, and traffic.5. Syndicate branded content to third party sites, such as travel agency websites, lifestyle sites, blogs, communities, BBS forums, and more.6. Drive traffic by executing online marketing techniques, such as online advertising, search engine optimization, search engine marketing, affiliate marketing, and other online marketing campaigns such as contests, and sponsored partner marketing. Possibly integrate offline tactics to the execution, such as offline advertising, trade and media relations, as well as events.7. Leveraging relationships with bloggers and celebrities in order to engage in innovative influencer marketing to generate content and assist in the decision making process of potential customers.8. Integrate various technology applications, based on strategy, such as ee-Learning, online community, individual trip planning, group trip planning, meta search, booking engine, and others in order to further increase engagement and drive conversion.9. Leverage the huge mobile opportunity in China, including applications (Android, Symbian, Blackberry, iPhone platforms) and mobile websites, as well as mobile advertising to further increase engagement.10. Listen by aggregating brand sentiments from thousands of social media sites, blogs, and forums to measure and understand consumer perceptions and trends.

1. Insight: Social Voices Extracting brand sentiments from millions of consumer reviews across the Internet in China. We then turn that knowledge into action, shaping campaigns to increase awareness, revenues, and data capture. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

2. Relevant Chinese Website Presence DevelopmentDesign Your Own Trip User Video User Feedback User Blogs DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

3. Chinese Social Engagement Automation 1. Online Trip Planning Application If travelers book your travel related product online, you have a great opportunity to engage them in pre-trip planning and post- trip sharing with a white label solution backed by advanced technologies and services. 2. Social Engagement Tools Besides maintaining your existing Chinese websites, we can develop custom social networks and communities, forums and blogs, online games, as well as widgets that encourages your consumers to engage with your content, and create a viral loop that spreads around and creates buzz. These tools are designed to achieve certain objectives, such as capturing data, increasing awareness, or referring leads and booking travel. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

4. Chinese Digital Marketing Campaigns Holistic Campaign Execution Complete digital campaign execution from planning to measurement, understanding the target market based on goals and budget, and focused on achieving the highest possible ROI (Return on Investment) and ROE (Return on Engagement). DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

5. Grass-roots Local Social Media Marketing roots Social Media Marketing If on our network of partner websites and blogs, or via platforms such as micro- blogging (i.e. Twitter), or writing on our own lifestyle cluster websites, blogs, and wikis, we ensure that your message gets out to the targeted audience, the “old- fashioned way”, by crafting customized messages and posting them manually. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

6. Influencer Marketing Influencer Marketing via Blogger Relations Leveraging extensive relationships with the Chinese celebrity blogging community, we organize highly targeted and specific Blogger Fam Trip Tours of Chinese bloggers to destinations globally, in order to tap into networks of influencers to increase brand awareness. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

7. Online Advertising Chinese Online Travel Advertising Leveraging our relationships to allow travel companies to place media on Chinese portals, travel and lifestyle websites, social networks, and blogs. Search Engine Marketing Bidding on relevant and competitive keywords on Chinese search engines, such as Baidu, Yahoo and Google China, are important to get traffic to the various websites and online campaigns. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

8. Affiliate Marketing Providing incentives for websites and bloggers to feature sponsored content and write stories about the brand’s products and services, are vital to get the word out and build strong relationships. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

9. Mobile Marketing We create mobile websites and applications specifically designed for a Chinese mobile foot print. Typical mobile websites contain 15-20 pages including animated photo galleries, one click direct dial to the travel suppliers and links to popular social media sites. Additionally, special coding to automatically detects and redirect visitors using Apple iPhones, Nokia, Android, and Blackberry devices, or other mobile platforms. To display the most appropriate website rendering, all seamlessly to the user. A customized Mobile Content Management System (M-CMS) enabling clients to easily modify their mobile website in real time. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

CHINA INTERNET & SOCIAL MEDIA LANDSCAPE

CHINA’S CONSUMERSChina’s Elite and nouveau riche: In Chinamore than 400 million people live on less than$2 a day but there is an emerging and fast growingelite class which shops at Armani, Gucci, Cartier,Ferrari, Bentley, and Hugo Boss. These are the highbrand-conscious and prestige-oriented Chineseconsumer segments who like to indulge inconspicuous consumption.China’s Generation Y: Success-driven, educated, driven,information savvy and surprisingly loyal to Chinesevalues and culture but also open to Western ideas.They are good candidates for Western brands and arefashion-conscious.Trendy, Perfectionist Consumers: These arepredominantly females who love to shop andassociate foreign brands with quality and style.Traditional, Pragmatic Consumers: Theydon’t like to shop much and basically look forproducts based on price and not style. Predominantlymale consumers and generally go for less expensivelocal brands rather than expensive or stylish foreignbrands.

Travel Motivation • Rising Incomes China Outbound Travel • • Easier to get visas, hard currency and passports Travelling abroad for business and education Total Outbound Travel 40,891.4 10,000 inspires them to return to 40,000 Total Long-haul Travel the same destinations for leisure • Travel (especially to 8,000 Europe) as a status symbol 30,000 • In-depth travel is becoming more popular than multi- 25,330.9 country packages 6,000 • Status, novelty, culture, 4,808.4 shopping, time, cost, food 20,000 4,000 Travel Needs 3,151.4 11,174.0 • Safety of a destination • Ease of getting a visa 10,000 5,643.2 2,000 • Other factors: -Natural Scenic Beauty 1,834.7 -Well-known landmarks 1,216.2 -Friendly local people 0 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007p 2008f 2009f 2010f 2011f But… • Good Chinese food not always availableData from China National Tourism Office and Global Insight – Global Travel Navigator May 2008 • Quality level not according to Chinese expectations 59 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

China Outbound Tourism 2010:Greater interest in in-depth travels by Chinese travellers: depth• The survey of the China Tourism Academy2009/2010 shows that Chinese tour operators areincreasing their range of products, meeting ,the growing demand for more sophisticatedtravel offers from Chinese customers.• Niche market and special interest productsgain opportunities to attract Chinese visitors visitors. Published in cooperation with the China Tourism Academy (CTA) and the China Outbound Tourism Research Institute (COTRI) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000420 million Internet users in July 2010, representing 30% of the Chinese population Most engaged country online: 92 % contributed to social media 85% of Chinese online users approve Internet CensorshipThe Internet is their most important information source for 84.3% of netizens More bloggers in China than in Europe and USA combined Source: CNNIC; Trendspotting; Forester; iResearch DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

China has 21% of the global internet population – USA: 13% / Europe: 22% / Asia: 43% Total Global Internet Users: 1,8 Billion / Europe: 425 Mill. / North America: 260 Mill. / India: 82 Mill. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Online Travel Research in China Source: Nielsen, 2009 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

China’s digital media landscape is dominated by local players. Government censorship Local players appeal to domestic users DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

CHINA SOCIAL MEDIA DOMINATES THE US:Chinese netizens are more engaged in creating/sharing content Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed, reveals rapid growth in adoption, 2008/10/20 2009/01/23 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

“Social Media is the most influential communications medium in modern China”Two-thirds of surveyed public affairs executives – thirdsEdelman Media Influence Survey, November 2009

Travel Alberta (Canada)Strategy:- Portal for big Tourist Boards(countries, states/provinces,regions, major cities, etc.) theopportunity to develop a relevant,china-hosted web platform, tobuild the brand and increasereferrals to online and offline saleschannels- The portal is developed to giveSMEs and DMOs the opportunityto have a presence, whichotherwise would not make senseor is cost prohibitive DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Travel Alberta (Canada)Strategy:- Sub-Site within thechina.travelalberta.com portalto give smaller DMOs a low-cost online presence in China- includes branding, own URL,quarterly content updates,tagging, search engineoptimization, social mediainclusion, and if applicable tripplanner integration. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Travel Alberta (Canada) Strategy:- Sub-Site within thechina.travelalberta.com portal to giveSMEs (hotels, resorts, attractions,tours, transportation, etc.) a low-cost online presence in China- includes branding, own URL,quarterly content updates, tagging,search engine optimization, socialmedia inclusion, and if applicable tripplanner integration. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Online Family Campaign:- Unique family campaign thatmerges viral marketing andsocial media marketingcomponents, by leveraging theChinese social media landscape(especially the Chinese Twittermicro-blogging equivalent, SinaWeibo), and a uniquelydeveloped micro-site to capturedata and increase engagement- The campaign was launchedafter having run a verysuccessful Chinese social mediacampaign to increase fans onSina Weibo to over 10,000 in afew weeks, in order to leveragethese fan to ensure success forthe Family campaign-The Social Media campaignwas started after the launch ofthe relevant Chinese website ofAtlantis The Palm Dubai. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Banff National Park Chinese Web Site andSocial Media marketing Case Study

Case Study: Canadian Rockies Social Media Contest • No advertising (paid search, banner advertising, print) • Promotion via Chinese Social Media only • 90 % Viral Spread (over 90% of people who registered on were invited to join by their friends who had already signed up). Registrations including name, email, mobile phone) • After Week 1: 6,500 visits / 3,000 registrations • After Week 2: 30,000 visits / 8,000 registrations • After Week 3: 75,000 visits / 37,000 registrations • After Week 4: over 100,000 visits / over 50,000 registrations • After Week 6: 180,000 visits / 90,000 registrations DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

Step 1. Chinese Website DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

Step 2. Social Media Marketing DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

Micro-blog: http://t.sina.com.cn/canadianrockies DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

SNS: www.kaixin001.com/canadianrockies DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

Step 3. Website Launch Campaign DRAGONTRAIL.COM DRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

DRAGONTRAIL.COMDRAGONTRAIL.COM - - CHINATRAVELTRENDS.COM CHINATRAVEL TRENDS.COM

“We treat clients as partners” -Based in Beijing and Shanghai Based - Unique combination of unmatched expertise- Best in class capabilities & award award-winning solutions - Innovative cost model & strategic approach - Growing list of clientele of leading travel brands

WANT TO KNOW MORE ABOUT THE CHINESE TRAVEL MARKET? Access the latest trends on ChinaTravelTrends.com and join the online community for free.www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI

The Chinese Outbound Tourists will continue to travel all over the world. Are you ready for them?TRAINING & COACHING CERTIFICATION RESEARCH PLEASE CONTACT COTRI (CHINA OUTBOUND TOURISM RESEARCH INSTITUTE) FOR MORE INFORMATION: WWW.CHINA-OUTBOUND.COM

REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERSBY LEVERAGING DIGITALMARKETING, TECHNOLOGYAND SOCIAL MEDIA TOGENERATE DEMAND ANDINCREASE BRAND AWARENESS,REVENUES, AND RELATIONSHIPS. CONTACT US FOR OUR AWARD AWARD-WINNING SERVICES JENS THRAENHART & GEORGE CAO, CO CO-FOUNDERS WWW.DRAGONTRAIL.COM / INFO@DRAGONTRAIL.COM

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Dragon Trail China Digital Marketing - Dec 2010

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Dragon Trail China Digital Marketing - Dec 2010 — Presentation Transcript