Dragon Trail Interactive Corporate Background

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Dragon Trail Interactive Corporate Background

Dragon Trail Interactive Corporate Background

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  • 1. 100% DIGITAL 100% TRAVEL 100%CHINA Dragon Trail Interactive Corporate Background Contact us for more information: info@DragonTrail.com www.DragonTrail.com
  • 2. 100% 100% TRAVEL 100% CHINA DIGITALReach and connect with affluentChinese consumers online BEIJING – SHANGHAI – XI’AN
  • 3. 100% 100% TRAVEL 100% CHINA DIGITALClient Testimonials"As a global hotel group we recognize the importance of maintaining unique social media strategies for each target market. The Chinese socialmedia landscape is unlike any other in the world, and for that reason we sought the expertise of Dragon Trail. With years of social media marketingexperience combined with an in-depth understanding of the Chinese travel industry, Dragon Trail has been instrumental to our social mediasuccess in China.“Kristin Ruble, Vice President MarketingMandarin Oriental Hotel Group"China is a very promising but also complex market and we are happy that we have partnered with Dragon Trail to build and maintain our brandpresence and engage with the Chinese online community. They created a comprehensive online marketing program for our destination, including acaptivating and flexible website, presence on major social media sites, engaging online contest and much more. The Dragon Trail teams highefficiency, passion and knowledge of Chinese web and social media space is invaluable for the success of our online presence in China."Julie Canning, President & Chief Executive OfficerBanff Lake Louise Tourism BEIJING – SHANGHAI – XI’AN
  • 4. 100% 100% TRAVEL 100% CHINA DIGITALAwards BEIJING – SHANGHAI – XI’AN
  • 5. Agency Overview
  • 6. 100% 100% TRAVEL 100% CHINA DIGITALDragon Trail is an award-winning digital marketing agency and next few years, and it is important for companies to build their brandtravel technology company focused on helping travel, tourism, and awareness now.hotel companies to reach and connect with affluent consumers inChina. Dragon Trail achieves its goals by leveraging technology, In order to better service the needs of our clients and moredigital marketing, and social media, and focusing on the trends of the effectively target the Chinese consumer market the company hasgrowing importance of the Internet, and changing consumer created four key strategic divisions.behaviour trends, as well as the shift of traditional group travel tomore individual and experiential travel, both domestic and outbound a) Digital Marketing AgencyChina. b) Technology Solutions Provider c) Consumer-facing travel websitesWith offices in Beijing, Shanghai, and Xi’an, Dragon Trail was d) Education and Evangelismoriginally started by an expert team of Chinese and internationalonline travel professionals, and has been recognized with various This allows Dragon Trail to stand out from other agencies in theawards for its innovative approach, as well as for relevant Chinese market and drive the business forward more effectively. Dragon Trailwebsites and viral digital campaigns for its growing client list, is also leading the field in terms of technology development. It is notranging from tourist boards to hotel companies from all over the just a digital marketing agency but an innovator in the field of travelworld. As a technology-driven marketing company, Dragon Trail technology. By constantly researching and monitoring the marketleverages its proprietary technology applications and platforms for trends Dragon Trail is aware of the need for new technologies whichclients, which are also licensed to travel companies, including can be integrated into a travel companies’ operations to make theChinese tour operators, such as CITS. workflow more efficient and stream-lined as well as increasing the overall marketing impact for the business. Dragon Trail is nowAs a digital marketing agency and technology solutions provider, developing new travel technology solutions and tools (online portals,Dragon Trail does not replace the travel agent, either online or applications, social media products etc.) that can be used by itsoffline for transactions, but increases the awareness of the brand by clients to maximize efficiency and marketing value.leveraging social media channels, and digital marketing initiatives.The goal is to make sure there is a buzz about products and services D ra g o n Tra i l r u n s a i n d u st r y re s o u rce p o r t a l a tvia online influencer marketing and content penetration. The www.chinatraveltrends.com and publishes a booklet titled “Essentialcompetition for Chinese travellers is expected to increase over the China Travel Trends.” Page 01 BEIJING – SHANGHAI – XI’AN
  • 7. History
  • 8. 100% 100% TRAVEL 100% CHINA DIGITALDragon Trail started as a Beijing-based R&D house for US online travel companies and has subsequently developed into a full service digitalmarketing agency with a strong background in online travel technologies.·2005 - Dragon Trail Co-founder returned to Beijing from Silicon Valley to set up the company·2005 - Helped launch Search Party, one of the first hotel meta search engines in the US, based in Mountain View, California·2005 - Launched Go10000.com, one of the first two travel meta-search engines in China·2007 - Helped launch Groopvine by Groople. Groopvine was one of the early travel social networking sites in the US that focused on collaborative group travel planning· 2007-209 - Dragon Trail evolved into a digital marketing agency and started signing up clients from tourist boards, hotel companies and tour operators, and was appointed as the digital agency of record for the Canadian Tourism Commission in China in 2009·2010 - Helped launch Expotia.com by Hubs1, the official hotel booking engine of the WorldExpo 2010 in Shanghai·2010 – Opened its Shanghai office·2010 – Won its first Adrian Awards, including a gold award for web site development and a silver award for online marketing campaign·2011 – Opened its third office in Xian·Was appointed as a Preferred Partner of the Pacific Asia Travel Association (PATA)·2011 - Won additional awards for clients, including Best e-Marketing Campaign by Travel Weekly for the “Hello Canada” campaign·2012 – Plan to launch new social media applications TripShow and ChinaTravelBuzz Page 02 BEIJING – SHANGHAI – XI’AN
  • 9. Team
  • 10. 100% 100% TRAVEL 100% CHINA DIGITALDragon Trail was founded by international leading experts in socialmedia, e-tourism and travel technology and is recognized as themost innovative new service for China Outbound Tourism.The Senior Team, led by the founders, consists of top experts thathave worked in leading social media sites in China, headedPR/Communications for global luxury hotel brands in China, and thathave spearheaded the expansion of western travel businesses intoChina. Advisors include the most senior experts in travel and tourismfor China and globally.The composition of the senior team differentiates Dragon Trail fromother companies as it brings in critical components from traveltechnology development in China and USA, market entry ofinternational companies into China, intimate relationships with traveland online media companies in China and abroad, and Chinese andglobal online marketing expertise.In-house execution teams made up of technology developers, as wellas content, social media, and online marketing account teamsprovide in-house quality control, cost savings, as well as speed tomarket, and flexibility. Page 03 BEIJING – SHANGHAI – XI’AN
  • 11. 100% 100% TRAVEL 100% CHINA DIGITALSenior Management TeamGeorge Cao, Co-Founder & CEOGeorge leads an international team of travel and tourism industry veterans in digital marketing, social media and travel distribution aswell as aspiring young software engineers, product managers and internet marketing specialists to provide Best in Class solutions inhelping travel organizations to reach Chinese consumers online.Prior to co-founding Dragon Trail, George founded or co-founded two travel meta-search engines, based in Silicon Valley and Beijing.As co-founder of Mountain View, California based Search Party, George led product development for the internet based service thathelped users perform Total Price Comparison on tens of thousands of hotels in the US, across hundreds of supplier-direct and OTAchannels. As founder of Go10000.com, George helped introduce the concept of travel meta-search into the Chinese market.Previously, George worked in Silicon Valley for Rich Internet Application software company Altio Inc. As Director of Solutions at Altio,George worked closely with Fortune 500 clients to implement the most advanced web technologies at the time. Also, in Silicon Valley,George worked as a staff product manager for one of the earliest hotel B2B distribution platform companies, WorldRES.George spent many years in revenue management, first as a corporate manager of revenue management at Choice Hotels and then asa business consultant at Talus Solutions (DFI/Aeronaumics). He has extensive experience in revenue management systems andbusiness processes for hotels, casinos and events. Earlier in his career, George worked for Hyatt Hotels and Holiday Inn in China.George holds a Master’s Degree in Hospitality Management from Cornell Hotel School. Page 04 BEIJING – SHANGHAI – XI’AN
  • 12. 100% 100% TRAVEL 100% CHINA DIGITALJens Thraenhart, Co-Founder & PresidentSpecializing in digital and social media marketing for the global travel and tourism industry, Jens has over 15 years of international hospitalitymarketing and operations experience. His career spans from positions in rooms and food and beverage operations, to revenue management, tostrategic planning, and to e-business for such companies such as Four Seasons, Ian Schrager Hotels, Kempinski, Fairmont Hotels & Resorts, andMarriott International.Prior to co-founding Dragon Trail, he was the Executive Director of Marketing Strategy and Customer Relationship Management for the CanadianTourism Commission, where oversaw e-marketing, campaign management, and customer relationship management. Under his direction as Directorof Internet Strategy for Fairmont Hotels & Resorts as well as Marketing and CRM for Fairmont’s Vacation Ownership division, the company wonmultiple prestigious awards in website design and online marketing. Regarded as a thought-leader by his peers, he was listed as one of the ‘Top 25Most Extraordinary Sales and Marketing Minds in Hospitality and Travel’ in 2004 and 2005. He was also recognized as one of the ‘travel industry top100 rising stars’ by Travel Agent Magazine in 2003.He is frequently quoted in industry trade magazines, and speaks at travel and tourism conferences all over the world. His blog“TourismInternetMarketing.com” is widely respected and frequently quoted, and he is the co-founder of the “Tips from the T-List” travel bloggingcommunity.He founded the HSMAI Travel Marketing Special Interest Group (2003), the HSMAI Internet Marketing Strategy Conferences (2003), the Canadian e-Tourism Council (2006), the Online Revealed Canada Conference (2006), the Canada-e-Connect Strategy Conference (2007), and the Canadian e-Tourism Awards (2007). He has been on various advisory boards, including the Global and Americas Board of Directors of the Hospitality Sales andMarketing Association International (HSMAI), and the International Federation of Information Technology in Tourism (IFITT). Presently, Jens is thechair of the PATA China Chapter. A dual citizen of Germany and Canada, Jens now lives in Beijing, China.Jens holds an MBA-accredited Masters of Management in Hospitality from the School of Hotel Administration at Cornell University, and a jointBachelor of Science in International Hospitality Management from the University of Massachusetts, Amherst, and the University Center ‘Cesar Ritz’ atBrig, Switzerland. Page 05 BEIJING – SHANGHAI – XI’AN
  • 13. 100% 100% TRAVEL 100% CHINA DIGITALQing Chen, General Manager, Shanghai OfficeQing Chen, a native of China with over ten years of experience in Germany, is a well-known figure in the development of China’s onlinetravel industry. Mr. Chen manages Dragon Trail’s Shanghai office, and leads the development of critical travel trade relations in China tofurther help our international clients connect with Chinese consumers.Mr. Chen joins Dragon Trail directly from his previous post as managing director for Care Insurance China, which is owned by the secondoldest health insurance provider in Germany, Hanse Merkur. He established the company in the Chinese market, and developed itsChinese online presence.Previously, Mr. Chen was the Managing Director China for Finland-based leading online travel agency Hotelzon, where he established thecompany’s Chinese online presence and market strategy, developed a 24/7 toll-free call center, and generated 15% sales growth for thecompany.In 2002, Mr. Chen was in charge of operations of one of the earliest travel distribution companies in China, 4Oceans, which was lateracquired by Blackstone. 4Oceans connected global hotels via its booking platform to over 3,000 travel agents in China. Before joining4Oceans, Mr. Chen established the Chinese presence for the leading German online travel agency, HRS (Hotel Reservation System), firstas a Product Manager in Cologne, Germany, and later as Chief Representative Asia.With deep roots in the China outbound travel market, Mr. Chen started his career 20 years ago as a tour guide and translator for Chinesetour operator, CITS. Fluent in Chinese, German, and English, Mr. Chen was educated at the Foreign Language University of Tianjin, Chinawith a Bachelor in German Literature, and with a Masters in German Literature and International Communications from Germany’sprestigious Ludwig-Maximilians University in Munich. Page 06 BEIJING – SHANGHAI – XI’AN
  • 14. 100% 100% TRAVEL 100% CHINA DIGITALSam Woollard, Director of Client RelationsSam has almost 10 years’ experience in the China market and wide knowledge and understanding of China’s business and travel environment.His background and specialities vary across a large number of fields including marketing, public relations, advertising and sales, editorial andresearch, China corporate establishment, business advisory, accounting and tax.At Dragon Trail, Sam manages all client relationships, and is heavily involved in the firm’s marketing and sales activities. Sam helps managethe coordination of service delivery teams in social media, digital marketing and technology development across three locations.Prior to joining Dragon Trail Sam directed the Asia marketing operations of a specialist Asia foreign direct investment practice providingbusiness advisory services to multinational companies investing into Asia. As the Asia Marketing Director, Sam successfully developed thecompany’s marketing operations in China, India and Vietnam as well as internationally. He also helped to create and launch a mediapublishing platform providing Asia business news, regulatory information and reports to business executives based in over 165 countriesworldwide.Prior to moving China, Sam lived and worked in Australia for three years on a number of different projects encompassing marketing, salesand public relations thus gaining a wide knowledge of Australia’s business and travel environment. Sam has also previously worked for theBritish Airways Executive Club as part of the European team assisting over 2 million corporate members with business travel and carrying outmarketing, sales and promotional activities worldwide.Sam brings with him extensive media experience, in both new media (online) and publishing and a strong skill set related to multiple areas ofmarketing, public relations and sales, event organisation, and assisting companies in doing business in China. Page 07 BEIJING – SHANGHAI – XI’AN
  • 15. Philosophy and Strategy
  • 16. 100% 100% TRAVEL 100% CHINA DIGITALWe apply strategic thinking and storytelling across a spectrum of marketing to execute Dragon Trail’s “China Influencer Marketingcommunications execution in China to get brands noticed, increase System” (CIMS), with the goal to capture permission-based targetedmarketing exposure, enhance reputation and help our clients to and relevant consumer data that will lead to a sustainable businessreach the Chinese consumer. Ultimately, our job is to help companies to drive sales, compared to a campaign and advertising drivengenerate, and increase the amount of travelers and break into the strategy, which will not be sustainable on its own.booming Chinese market. Content development is a critical and mostly overlooked componentDragon Trail leverages its proprietary Multi-touch point Ring when developing a Chinese language website. Dragon Trail does notStrategy to develop a customized “China Online Marketing Platform” solely employ straight translation, and does not use any translation companies (which do a great job if you are looking for translation, but cultural relevance is the key). In short, Dragon Trail writes content optimized for Chinese search engines, writes content in a way which really focuses on articulating the brand message, and packages the content so it makes the most sense and is also very relevant to the SALES Chinese market. SRM-CUSTOMER Within its range of services including website development and RELATIONSHIPS digital marketing, Dragon Trail also fills content gaps. Dangerous CIMS-CHINAINFLUENCER content gaps are created by translation agencies that do not MARKETING SYSTEM understand the travel industry, the Chinese market, and the brand. Chinese people look for various pieces information that are important COMP-CHINA ONLINE to make a decision, however these pieces may not be important to a MAEKETINGPLATFORM European or North American audience, for example Chinese food. DRAGON TRAIL TRSIL PROPRIETARY MULTI-TOUCHPOINT RING STRATEGY Dragon Trail also takes into account market-specific content infrastructure differences when carrying out its work especially in(COMP), which goes way beyond a traditional website. This website and technology development. In a market like the US, UK,engagement platform is the foundation for social media and digital and many non-English European countries, most tourism suppliers Page 08 BEIJING – SHANGHAI – XI’AN
  • 17. 100% 100% TRAVEL 100% CHINA DIGITALhave English websites, so it is a given to link off to partners so the lifestyle publications is also of importance in order to put the brandconsumer can obtain additional information or even transact. When into the consideration set of tourism destinations and hotels to bedeveloping a Chinese language website for example, this content visited.infrastructure is not in place, as many tourism partners may not havea Chinese language website, so linking off from the Chinese website Dragon Trail helps to lay the foundation of a highly effective onlineto an English website will not convert. So Dragon Trail makes sure marketing platform in China. The new Chinese language web sitethat some of this external information which is important is included becomes the center of concentric rings of online touch pointson the new Chinese website, however these critical information strategically placed in China’s web and social media environments.would not be included as it would simply be linked to the partner This platform is augmented by a new consumer database of pre-website (in English). Chinese consumers associate an irrelevant qualified travel consumers, combined with existing CRM databases,website with a bad offline experience, therefore engaging and which can be leveraged in future campaigns and promotions. On allculturally relevant websites are critical. touch points in the new online marketing platform, call to action will be prominently featured which will either drive traffic to the newThis philosophy also translates across the broad spectrum of Chinese web properties, and/or generate sales leads to approvedservices that Dragon Trail offers. Attention to detail is critical and trade partners.understanding the Chinese consumer and the travel market is of vitalimportance if you really want to succeed in this market. We also work with influential bloggers and media agencies that have a unique sphere of influence in the upscale segment of ChineseDragon Trail believes that spreading the word about a brand is best travel market. We run specially designed campaigns that make useachieved through a combination of traditional marketing & PR, viral of online communities and interactive digital technology, developingcampaigns, direct consumer engagement and influencer marketing. content around mini-travelogues fronted by influencers. TheDragon Trail will help establish direct relationships with Chinese travelogues are shared through a range of online platforms;travel consumers by engaging them on various social media including blogs, social media sites and through the Chinese-platforms, including exclusive SNS’s for affluent Chinese consumers, language website.and by communicating with them throughout the campaign (andpossibly beyond) via blogs, micro blogs, video sharing, e-newsletters While traditional advertising activity in China can build awareness, itand other means of communications. While exposure in travel is essential to start telling a more detailed story of what the brandpublications, both online and offline is critical, presence in related can offer to Chinese visitors. By sharing the experiences of real Page 09 BEIJING – SHANGHAI – XI’AN
  • 18. 100% 100% TRAVEL 100% CHINA DIGITALpeople – who are well-known and respected by our target market inChina – we can fill in the knowledge gaps in the minds of potentialvisitors. We often propose running online contests that will mobilizebloggers to help spread the word about the client’s services andwebsite, as well as the brand in general. Furthermore, we providereal-time coverage of their entire trip via blogging and micro-blogging, as well as uploading of pictures and videos. Dragon Trailwill then syndicate the content to the various Chinese media, socialmedia profiles, and the Chinese website. The content will be taggedso it will be optimized for local search engines in China. By creatingboth online and offline buzz via these targeted contests and byeffectively channelling the true marketing value of the social medialandscape in China, Dragon Trail is able to capture valuable data thatcan be used for future campaigns and reach the target consumermuch more effectively that a traditional PR agency. Page 10 BEIJING – SHANGHAI – XI’AN
  • 19. Capabilities
  • 20. 100% 100% TRAVEL 100% CHINA DIGITALTravel Industry experiences social media landscape and generated a huge response from the Chinese consumer resulting in over 1.2 billion overall mediaDragon Trail has a lot of experience working with NTO & DMO clients impressions as well as 3.3 million visitors to the campaign website,including Canadian Tourism Commission, Tourism Malaysia, Banff which was integrated into the main Chinese portal of the CanadianLake Louise Tourism, as well as the regional tourism offices for Tourism Commission. Dragon Trail not only understands the trendsAlberta, Quebec, Edmonton, and Jasper, among many other clients. and behavior of the Chinese tourists in this specific industry but alsoFrom the very beginning, Dragon Trail chose to focus 100% on travel leverages all its strong marketing channels and tools to engage withand work exclusively with travel clients to reach and connect with the consumer and increase the overall impact and of each initiativeaffluent consumers in China. Dragon Trail has and continues to across multiple areas.leverages travel technology products and digital marketing tosuccessfully penetrate the China market for multiple clients Chinese and global Internet marketing experienceincluding hotels, tourism boards and tour operators. Having been recognized by the industry on many occasions withFor many of it’s travel clients, Dragon Trail has successfully various awards for its innovative approach, and development ofincreased their branding and exposure in China through a relevant Chinese websites and viral digital campaigns for its growingcombination of powerful and effective digital marketing strategies client list, Dragon Trail’s technology team is consistently studying andincluding social media campaigns, email marketing, design and analysing the China travel market as well as developing new toolsdevelopment of a China portal, as well as management and execution and applications which can be licensed to travel companies and theof strategic digital marketing campaigns. When working closely with like.these clients Dragon Trail is able to fully comprehend the needs ofthe client, and effectively leverage the marketing channels and align As the Chinese outbound market continues to grow at breakneckthem with the Chinese consumer behaviour and changing trends in speed the competition for Chinese travellers is expected to increasethe travel market. over the next few years. Companies need to align their marketing strategies and branding with the China market and adapt accordingly.The hugely successful “Hello Canada” campaign for the Canadian Dragon Trail offers high-level consulting services to travel andTourism Commission designed and executed by Dragon Trail tourism companies to promote their travel products and services todemonstrates our understanding of both the client and the market. the fast changing and lucrative Chinese leisure travel market, byThis multi-phase campaign leveraged the very active and engaged leveraging digital marketing and Web 2.0 techniques, including social Page 11 BEIJING – SHANGHAI – XI’AN
  • 21. 100% 100% TRAVEL 100% CHINA DIGITALnetworking to connect with Chinese consumers. consumer voices in social networks towards a brand, product, or service within a certain market, including travel intentions, withDragon Trail has a wide experience in a number of areas. This is the benefit to optimize campaigns and listen to the communityincludes but not limited to the following: · Leveraged innovative travel technology planning and consumer·Developed and maintained an online presence in China for multiple engagement tools to increase exposure of multiple clients clients including translation, web copy writing, content syndication, web development, social network sites, and blog · Leveraged influencer marketing, from design to execution. management Established strategic relationships with Chinese celebrities and key opinion leaders, including actors and bloggers.· Planned, developed, executed, and analysed digital marketing and social media campaigns for multiple clients including consumer Sepecific Capabilities market research, technical development, business development, content creation, content syndication, identifying metrics, and Dragon Trail is a competent market leader in the China, digital, travel measurement of success space and boasts and number of strengths and advantages over the traditional firms. Our key competencies include:· Technology Development, specifically designed for the travel ·Complete focus on China, travel, and digital marketing industry to engage consumers in China, from trip planning, meta- search, to social media and mobile applications, customized for ·Intimate relationships in China’s tourism and digital industry clients, and developed in-house. · Global client base from Europe, Middle East, North America, Asia,· Leveraged extensive relationships with the Chinese celebrity including China blogging community to organize highly targeted and specific Blogger Familiarization Trip Tours of Chinese bloggers to ·In-house technology development and execution capabilities destinations globally including Dubai, Canada and the US, in order to tap into networks of influencers to increase brand awareness ·Experience in tourism, hospitality, luxury, and online travel, both in China and globally· Leveraged innovative brand insight tools in order to gather Page 12 BEIJING – SHANGHAI – XI’AN
  • 22. 100% 100% TRAVEL 100% CHINA DIGITAL influential bloggers, journalists, socialites, and celebrities to· Reliable handling of government regulations and applications in stimulate content generation and syndication China (like domain name registration and management; applications to setup social media profiles; etc) · Access to preferred pricing of proprietary travel technology· Offering expert advice on relevant and engaging content for applications (booking engine, trip planning, meta search, e- website, social media profiles, and blogs Learning, online community, social media applications, etc.)·Access to in-market expertise, relationships, and ongoing research In summary, by working closely with experienced industry partners (i.e. changes in regulations) in PR, event marketing and traditional marketing, and combined with digital, social media and technology capabilities, Dragon Trail is able· Ongoing research of new social media sites, travel sites, lifestyle to offer a comprehensive one-stop shop for all China marketing sites, portals, blogs, that are relevant to the both the client and needs for global travel clients. consumer· Access to Dragon Trail partners (DT has formed and will continue to form strategic partnerships with social media sites in China, some of these partnerships give DT exclusivity over the travel category)Leveraging of preferred advertising pricing negotiated by Dragon Trail (corporate access to Chinese social media sites is paid most of the time, compared to free access on sites like Facebook)· Ability to execute campaigns (based on budget) that create buzz and drive traffic (Dragon Trail focuses on building an online brand platform and only uses campaigns to stimulate demand and create buzz)·Execution of influencer campaigns (based on budget) to familiarize Page 13 BEIJING – SHANGHAI – XI’AN
  • 23. Differentiation
  • 24. 100% 100% TRAVEL 100% CHINA DIGITALDragon Trail is still the only agency that solely focuses on China, Dragon Trail feels it is well suited to deliver innovative and culturallytravel, and digital. As such, Dragon Trail is well positioned in the relevant solutions and marketing services in China for the followingmarket, and recognized by global industry associations, from PATA, reasons:to HSMAI, to UNWTO. Dragon Trail founders are frequently consultedand invited to speak at industry conferences about digital marketing 1. Complete focus on China, travel, and digital marketingand social media in China. 2. Intimate relationships in China’s tourism and digital industryDragon Trail has also been frequently recognized for digitalmarketing results in China, either due to achieving high ROI, 3. Global client base from Europe, Middle East, North America,delivering innovative solutions, winning awards for clients, or a 100% Asia, including Chinaclient retention rate. Dragon Trail has been the digital marketingagency of record for the China market for various tourist boards and 4. In-house development and execution capabilitieshotel companies, and has conceptualized and executed the award-winning “Hello Canada” Campaign for the Canadian Tourism 5. Experience in tourism, hospitality, luxury, and online travel,Commission in 2011. both in China and globallyIn order to really position and market your brand effectively in China, Dragon Trail also has advantages over traditional marketing agenciesit is vital that your agency has an in-depth understanding of both the due to its extensive expertise and contacts with key industry players.travel industry and the consumer. Dragon Trail’s senior team has This allows Dragon Trail to streamline much of the workflow and as ayears of experience in the travel sector and not only understands the result the marketing activities can be executed better and have aclient’s needs much better than a traditional agency but also more bigger overall impact. Specifically, Dragon Trail differentiateunderstands how to dig deep and reach the Chinese consumer more itself wih the following expertise :effectively. Travel and tourism industry expertise - globally and in ChinaDragon Trail fully appreciates the inner workings and operations ofthe travel sector and knows how to best target the marketing · Hotel Management expertise at companies from Hyatt Hotels,channels in China and reap the most benefits. Choice Hotels, Fairmont Hotels, Marriott International, and Four Seasons (Americas, Europe, Asia) Page 14 BEIJING – SHANGHAI – XI’AN
  • 25. 100% 100% TRAVEL 100% CHINA DIGITAL·Tourist Board experience at the Canadian Tourism Commission·Online Travel Experience at Go10000.com (China), WorldRes (USA), · Online Travel Ventures including Go10000.com (China), WorldRes HotelZon (China), HRS (China), Wow.travel / Kiwi Collection (USA), HotelZon (China), HRS (China), Wow.travel / Kiwi Collection (Canada), MyLeisureTime (USA) (Canada), MyLeisureTime (USA)· Served on various industry boards including HSMAI (Americas & Global), IFITT (Europe & Global), PATA (China), IH-RA (Europe), China based UNWTO (Global)· Organized and chaired various travel industry conferences ·Headquartered in Beijing with offices in Shanghai and Xi’an including Canada-e-Connect (Canada), Online Revealed (Canada), China Responsible Tourism Forum (China), Mekong Tourism Forum Online media relationships, globally and in China (Laos), HSMAI Internet Strategy Conferences (USA), Middle East Online Travel Forum (Egypt) · Relationships with the main online media player in travel and·Online Travel Blogger, both industry and consumer consumer in China, USA, Canada, as well as key players in Asia,·Frequent speaking engagements at travel industry conferences Europe, and Middle EastStrong marketing expertise – globally and in China Online travel relationships, globally and in China·Hotel Companies including Fairmont Hotels, Choice Hotels, as well ·Relationships with the main OTA (Online Travel Agencies) in China, as consulting projects with various hotel companies USA, Canada, as well as the key players in other markets globally· Tourist Boards including Canadian Tourism Commission and Tourism Malaysia, as well as consulting projects at various tourist In-market campaign development and execution capabilities in China boards including European Travel Commission, Tourism Vancouver, Mekong Tourism · Developed campaigns in China for clients including CTC, Travel· Online Travel Ventures including Go10000.com (China), WorldRes Alberta, Banff Lake Louise Tourism, Atlantis the Palm Dubai, and (USA), HotelZon (China), HRS (China), Wow.travel / Kiwi Collection others. (Canada), MyLeisureTime (USA) China content creation expertiseOnline travel expertise – globally and in China Page 15 BEIJING – SHANGHAI – XI’AN
  • 26. 100% 100% TRAVEL 100% CHINA DIGITAL· Developed content in China for clients including CTC, Travel Alberta, Banff Lake Louise Tourism, Atlantis the Palm Dubai, Mandarin Oriental Hotel Group, Malaysia Tourism, Langham Hotels, Tourism Calgary, Tourism Quebec, PATA, and others.China social media expertise· Managed social media presence in China for CTC, Travel Alberta, Banff Lake Louise Tourism, Langham Hotels, Small Luxury Hotels of the World, Tourism MalaysiaIn-house travel technology development capabilities· Developed campaign platforms for CTC (Hello Canada Campaign), websites for various clients including Banff Lake Louise Tourism, Interstate China, Travel Alberta, Atlantis The Palm Dubai, Tourism Quebec, official travel planning website for the EXPO 2010 in Shanghai (for Hubs1), and meta search engines (Go 10000)( Page 16 BEIJING – SHANGHAI – XI’AN
  • 27. Clients
  • 28. 100% 100% TRAVEL 100% CHINA DIGITALSelect Dragon Trail Clients Page 17 BEIJING – SHANGHAI – XI’AN
  • 29. 100% 100% TRAVEL 100% CHINA DIGITALCase Study 1: Banff Lake Louise Tourism(Online Website Presence & Marketing campaign)BackgroundBanff Lake Louise Tourism (BLLT) wanted to increase brand awareness of the Banff National Park region in Alberta Canada.BLLT does not have an office in China, however collaborates with the Canadian Tourism Commission on various in-marketinitiatives.Scope of workDragon Trail developed a China-hosted culturally relevant Chinese website, by not translating the content, but rather re-writing the content forrelevance, and search engine optimization. In order to be more relevant to the Chinese market, the website was also rebranded as“CanadianRockies.cn” in order increase awareness, and leverage key icons, based on extensive research, that Chinese consumers were morefamiliar with. While the look and feel of the BLLT website was kept, the site was designed to suit an affluent Chinese target audience. Dragon Trailalso set up social media profiles for BLLT, and the Account Director for BLLT visited Banff to develop content (including video content that received amany views on Chinese video sharing sites). In order to launch the website, on the exact same day as Canada received Approved Destination Status(ADS) from China, Dragon Trail executed an innovative campaign without any advertising spend, and only drove traffic by leveraging influencers andsocial media websites in China, including Kaixin001 (social networking), Sina.com blog, and Youku (video sharing).ResultsDuring the length of the six week campaign, the website attracted almost 200,000 visitors, and over 80,000 consumerdata records (mobile phone, email, name, and residence) were captured. A viral spread (registered users inviting newparticipants) of over 90% was also recorded. The campaign received lots of offline media attention, and was recognizedfor various awards, including the best digital marketing campaign by the Tourism Industry Association of Canada (TIAC)Tourism Excellence Awards, best campaign by the Canadian e-Tourism Awards, and the Gold Award at the HSMAIAdrian Awards. The consumer records were leveraged to launch the BLLT e-Newsletter in China and execute furthermarketing initiatives. Page 18 BEIJING – SHANGHAI – XI’AN
  • 30. 100% 100% TRAVEL 100% CHINA DIGITALCase Study 2: AtlantisThe Palm Dubai(Online Website Presence & Marketing campaign)BackgroundAtlantis The Palm Dubai (ATPD) originally wanted to enter the Chinese market, mainly due to the fact that its main competitor Jumeirah had been receivingan increasing number of Chinese tourists. With nearly no brand awareness in China, ATPD did not have an office nor a GSA or PR representation in China,and the digital initiatives were tests to see if China should be pursued as a market going forward (two years later, ATPD has increased its budget and hirednew staff focusing on the China market).Scope of workDragon Trail developed a culturally relevant, yet brand identical Chinese website for ATPD. While the look and feel was the same as the other global websites for ATPD, the content wascompletely re-written for relevance and search engine optimization in China. Minor modifications were also made from a design stand-point (such as the integration of Chinese social mediaprofiles), and more content below the fold to satisfy specific Chinese web user behaviour. Dragon Trail set up social media profiles for ATPD on the major Chinese social media websites, andmanaged them in order to track and engage with users.Dragon Trail developed a digital marketing campaign to position ATPD in unique way due to the huge awareness that the Dubai icon, the Jumeirah Burj Al Arab had been generating in theChinese market. The campaign was focused on families and leveraged the Chinese social media space. Before the actual campaign was launched, Dragon Trail executed small social mediacampaigns on Sina Weibo (the main micro-blogging platform in China) by giving out small prizes from ATPD. The increase in followers (over 10,000 in a two week period) was then leveraged todrive traffic to the main campaign by reducing advertising cost. Chinese web users were asked to submit a picture of their family and asked friends and family to vote for themselves.The major social media platforms in China were chosen to engage users to participate in the campaign. People spread the word on social media, from micro-blogging, social networking, aswell as their own blogs.ResultsOver 10,000 registered families participated and uploaded pictures, as well as invited friends to vote for them, for a chance to win a trip to Dubai. Thewebsite received a lot of visitors leading to increased brand awareness, as well as increased followers on Sina Weibo. The campaign as well as theATPD Chinese website received various awards due to its innovation and ROI. Page 19 BEIJING – SHANGHAI – XI’AN
  • 31. 100% 100% TRAVEL 100% CHINA DIGITAL Case Study 3: Canadian Tourism Commission (Online Marketing Campaign) The “Hello Canada” campaign () was the first of a multi-phase campaign execution in China by the Canadian Tourism Commission, followed by the second phase of the overall strategy, Explore Canada (). The campaigns leveraged the very active and engaged social media landscape, and featured a highly interactive and engaging, social media driven online game, built on Dragon Trail’s proprietary TripShow platform. Chinese consumers virtually traveled to Canada by flying from Beijing, Shanghai, or Guangzhou to Vancouver or Toronto to complete one of three virtual itineraries in Canada to either explore Canada’s west or east coasts or complete a coast to coast trip. Each completed virtual trip was eligible to win one ofthree ‘real’ Canada trips. Various components in the game were designed to increase viral spread, and social media engagement on China’ssocial media sites including SNS, micro-blogging, video and photo sharing websites.ResultsIn the six-week campaign period, over 1.2 billion overall media impressions resulted in over 3.3 million visitors to the campaign website,which was integrated with the Chinese version of Canada.travel, driven by a combination of media spend executed by advertising agency DDB,search engine marketing, email marketing, social media marketing, and viral spread, where participants invited friends or spread themessage on social media sites. Over 230,000 clean consumer data records were captured, and the followers on Sina Weibo increased toalmost 40,000 from 0. Page 20 BEIJING – SHANGHAI – XI’AN
  • 32. 100% 100% TRAVEL 100% CHINA DIGITALCase Study 4: Travel Alberta(Online Marketing Strategy)BackgroundTravel Alberta wanted to launch a Chinese language website, includingsocial media management. In order to be relevant to the Chineseconsumer, it was important not to translate the website straight from English to Chinese, and develop content that was specifically written for theChinese market and optimized for Chinese search engines. It was also critical to host the website in China, as well as making several designmodifications, and integrating Chinese social media channels into the site.Scope of workDragon Trail suggested developing a website that, aside from the recommendations above, would become a platform thatwas able to integrate other DMOs and SMEs in Alberta. Since Travel Alberta had a limited budget but at the same time waslooking to demonstrate leadership within the industry, Dragon Trail suggested a model whereby travel industry partners inAlberta were able to buy-in to get a presence on the Chinese Travel Alberta portal. This created a win-win-win situation. Keyaspects included the following:1. Travel Alberta saved money by sharing costs with industry partners while at the same time demonstrating leadershipby helping smaller DMOs, attractions, tours, hotels, ski resorts and others to get a low-cost Chinese web presence.2. Industry partners in Alberta saved significant money by partnering with Travel Alberta, not only because developing a relevant Chinese websiteand managing Chinese social media profiles is not cheap for a single business or destination, but also marketing the website and social media accountsas a stand-alone requires significant resources. Page 21 BEIJING – SHANGHAI – XI’AN
  • 33. 100% 100% TRAVEL 100% CHINA DIGITAL3. Chinese consumers often come into conflict with content gaps. These are areas of the website that are either nottranslated correctly, but also links to non-China websites. Even though a number of international tourist boards may oftendo everything fairly well when it comes to developing a relevant Chinese website etc., they commonly make the samemistake of creating multiple links to partners from smaller DMOs to SMEs, from hotels to attractions, but linking toEnglish websites instead of Chinese. Dragon Trail’s different approach and attention to detail also satisfies the Chineseconsumer and allows them to have a more integrated online experience by being able to engage with the actual tourismproducts and services in the Chinese language.The social media accounts that were set up for Travel Alberta were also available to participating industry partners inAlberta, by sending content to Dragon Trail which will be made relevant and published on the Travel Alberta social media profiles.In addition, to developing the Chinese website and setting up the social media profiles in China, including completing the necessary governmentregulations, Dragon Trail also developed a process for Travel Alberta to reach out to industry partners, and a process for the industry partners to getengaged in the program. To date, Tourism Calgary, Jasper Tourism, and Tourism Edmonton have signed as partners in the Travel Alberta Program. Theentire Travel Alberta website is also integrated in the digital marketing and social media activities of the CTC. Results After the successful launch of the website, which was on time and within budget, Dragon Trail launched an innovative digital marketing campaign driven by the major Chinese micro-blogging site Sina Weibo. The goal was to increase visitation to the website and have visitors engage with the content. After increasing followers on the Travel Alberta Sina Weibo profile, an online game was developed where users had to answer questions by finding puzzle pieces on the Chinese Travel Alberta website, and then post the location of the puzzle piece on Sina Weibo for chances to win daily prizes. The result was a dramatic increase of page views (120,000+), and doubling of the existing Sina Weibo followers. Page 22 BEIJING – SHANGHAI – XI’AN
  • 34. Project Execution
  • 35. 100% 100% TRAVEL 100% CHINA DIGITALDigital Strategy Planning Externally, we communicate with client representatives closely atDragon Trail has put in place a clear strategy and quality control every stage of project execution and solicit their feedback as early asprocedures, ensuring all goods and services are delivered in possible. Based on their feedback, we resolve issues before a productaccordance with all pre-determined requirements. is released to the public or campaign is initiated. We also employ industry stand issues tracking software to systematically report,Prior to project execution, expectations are clearly communicated in track, and resolve potential issues that might affect the quality ofa set of documents including project brief, statement of work, and service delivery.possibly wireframes, in the form of stated requirements and KPI’s. Toensure all deliverables meet predetermined requirements and KPI’s,we employ both internal and external procedures.Internally, all services and deliverables are checked against pre-determined requirements and KPI’s by our Quality Assurance staff.These include but not limited to proofing copy and content, checkingweb site functionality, and checking visual design against brandguidelines etc. Page 23 BEIJING – SHANGHAI – XI’AN
  • 36. 100% 100% TRAVEL 100% CHINA DIGITALDragon Trail has also installed a sound process for managing thescope of work as well as being flexible to ongoing changes and theneeds of the client. We work closely with our clients on all marketinginitiatives. Close communication can avoid misunderstandings onrequirement and expectation and thus reduce the possibility ofrequests for changes. That said, there are always some areas wherescope changes might occur more often with the services we provideincluding campaign execution and campaign micro site development.At various check points during project execution, we get clientfeedback and approval on key documents that determine the scope ofthe project. The approved document might include a campaign brief,campaign statement of work and micro site functional spec andwireframes. If at any stage of project execution, client raisesadditional requirement for campaign execution or micro sitefunctionality, we will request that a change of request form is filled inand submitted to us either via email from client’s official emailaddress or via our issue tracking system.Once a change request is received, we will evaluate the scope of thework related to the change and provide client a confirmation onadditional cost, if any, and timeline to implement the change. If theclient approves the cost and timeline for the change, a modifiedscope document and updated implementation schedule will beprovided to the client. And at the same time, resources will beallocated to carry out the work related to the changes requested. Page 24 BEIJING – SHANGHAI – XI’AN
  • 37. 100% 100% TRAVEL 100% CHINA DIGITALPerformance IndicatorsIn order to gage performance and results of each initiative DragonTrail will leverage various mediums and as well as monitor andanalysis processes and results over an extend period of time and giveconstructive feedback to the client. Some key performance indicatorsare as follows:1. Dragon Trail will measure website and social media performance, including views of posts, pictures, and videos, comments, and clicks to Chinese website.2. Dragon Trail will measure data capture (name and email address) of interested Chinese consumers3. Dragon Trail will measure referrals to travel agents and tour operators.4. Dragon Trail will measure the media feedback and engagement through a series of online and offline analysisThe following table also conveys the “matrix” used to measure andtrack results of each initiative. Page 25 BEIJING – SHANGHAI – XI’AN
  • 38. 100% 100% TRAVEL 100% CHINA DIGITALTo best serve clients’ needs and effectively deliver the scope of work agreed, we will put the following team structure in place for most clientengagements.The overall project owner on our side is our Director of Client Services, who will serve as the Client Relations Manager and the primary point ofcontact for clients.Under the Client Relations Manager, we will have four team focusing on various areas of project.1. Account Management TeamThe primary responsibility of this team is keep frequent communication with the client and respond to client’s service requests. Members of thisteam will liaise with other internal Dragon Trail Interactive teams on service delivery. Dragon Trail Position Project Role Notes Sam Woollard Director of Client Services Client Relations Manager Primary point of contact Assist the Client Relations Manager in client Tracy Ye Account Manager Account Manager communication and client service Responsible for billing, invoicing and vendor relationship Gill Shi Business Assistant Accounting support (e.g. with Chinese search engines), and government regulation compliance (e.g. domain registration, ICP filing) Page 26 BEIJING – SHANGHAI – XI’AN
  • 39. 100% 100% TRAVEL 100% CHINA DIGITAL2. Creative teamThis team is called upon to determine the overall marketing strategy and brand positioning. It will also be assembled on occasions when campaignplanning takes place and when other creative brain storming is required. Dragon Trail Position Project Role Notes Sam Woollard Director of Client Services Client Relations Manager Primary point of contact Assist the Client Relations Manager Tracy Ye Account Manager Account Manager in client communication and client service George Cao Co-founder & CEO Creative support Hui Li VP, Operations Creative support TBD Account executives Creative support Donna Deng Creative Content Manager Creative support Yong Liang Ren Senior Internet Product Manager Creative support Leigh Xin Director of Enginerring Creative support Page 27 BEIJING – SHANGHAI – XI’AN
  • 40. 100% 100% TRAVEL 100% CHINA DIGITAL3. Social media marketing teamThis team manages the day-to-day operations of social media marketing for the client. Dragon Trail Position Project Role Notes Assist the Client Relations Manager in Tracy Ye Account Manager Account Manager client communication and client service TBD Account executives Social media marketing execution Social media marketing creative Donna Deng Creative Content Manager content support Social media marketing Leigh Xin Director of Enginerring technical support Page 28 BEIJING – SHANGHAI – XI’AN
  • 41. 100% 100% TRAVEL 100% CHINA DIGITAL4. Web marketing teamThis team is responsible for developing the destination web site as well as for content maintenance, hosting of the site and general technicalsupport. Dragon Trail Position Project Role Notes Manages web site development project and Leigh Xin Director of engineering Technical lead responsible for uptime and site performance Responsible for overall site functionality and Yongliang Ren Senior Product Manager Web product management user experience. Responsible for search engine marketing and media buy and ad tracking. Web site content production Responsible for initial content production and Donna Deng Creative Content Manager and content translation ongoing content maintenance. Responsible for technology development for the TBD Software engineer Web site developer web site and ongoing technical support of the site TBD System Administrator Web site technical support Page 29 BEIJING – SHANGHAI – XI’AN
  • 42. 100% 100% TRAVEL 100% CHINA DIGITAL5. BD & Partnership Marketing teamThis team is responsible for partnership marketing and . Dragon Trail Position Project Role Notes Qing Chen General Manager, Shanghai Partnership marketing Responsible developing local partnership in China Ivy Yan Business Development Manager Partnership marketing support Marketing collateral development and brand Donna Deng Create Content Manager Marketing suppport merchandize procurement Page 30 BEIJING – SHANGHAI – XI’AN
  • 43. AppendixSample 90-day Execution Plan
  • 44. 100% 100% TRAVEL 100% CHINA DIGITAL Activity Activity - Brand strategy discussion - Web marketing planning and web site user - Social media profile set up and account verification startsWeek 1 requirement analysis Week 2 - Web site wireframe design starts - Social media planning - Launch campaign planning starts - Marketing and campaign planning - Social media marketing starts - Launch campaign concept proposal and execution - Web site wireframe design completed and draft submitted plan submitted - Web site content production commencesWeek 3 Week 4 - Web site content production continues - Partner development initiatives commences - Web site wireframe design approved and visual - Launch campaign planning continues design starts - Monthly reporting - Web site visual design draft submitted - Web site visual design approved and technology - Web site content production continues development commencesWeek 5 Week 6 - Social media marketing continues - Web site content production continues - Social media marketing continues Page 31 BEIJING – SHANGHAI – XI’AN
  • 45. 100% 100% TRAVEL 100% CHINA DIGITAL Activity Activity - Web site development continues - Web site development continues - Web site content production continuesWeek 7 Week 8 - Web site content production continues - Social media marketing continues - Social media marketing continues - SEM contracting process starts - Monthly reporting - Web site development continues - Web site development continuesWeek 9 - Web site content production continues Week 10 - Web site content production continues - Social media marketing continues - Social media marketing continues - Web site SEM kick off - Web site launch - Launch campaign ongoing management - Launch campaign kick offWeek 11 Week 12 - Social media marketing continues - Social media marketing continues - Monthly reporting (Marketing, digital & PR) - Launch campaign ongoing managementWeek 13 - Social media marketing continues - Additional press interviews Page 32 BEIJING – SHANGHAI – XI’AN
  • 46. Contact us for more information:info@DragonTrail.comwww.DragonTrail.com