Airport Marketing for the Chinese Connected Traveler


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Many destinations have turned their focus to attracting the Chinese traveler. In turn, airports are now exploring Chinese social media to complement their western focused programs. But where to start?

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Airport Marketing for the Chinese Connected Traveler

  1. 1. Airport Marketing Many destinations have turned their focus to attracting the Chinese traveler. In turn, airports are now exploring Chinese social media to complement their western focused programs. But where to start?
  2. 2. Airport Marketing Airport Marketing 02 Airports are the first gateway for Chinese entering a destination. This provides unprecedented opportunities for airports to engage these Chinese travelers via social media. Although many airports have started to connect with travelers via Facebook & Twitter, these platforms are not available in China so new Chinese social media platforms are needed. While getting many fans and followers is a start, it is only the beginning. The real challenge lies in engaging them and driving results from this engagement. Has your airport identified how to think beyond fan numbers and instead tie social media to specific business objectives? Whether you are new to social media or are an airport with an existing social base, a strategic plan needs to be in place in order to make social media work for your airport. DIGITAL JUNGLE UNDERSTANDS CHINA
  3. 3. 1 3 Chinese travelers are the most numerous overseas arrivals at many global airports Chinese travelers are the world‟s biggest traveling spenders 4 2 Fast Facts CHINESE OUTBOUND China‟s broad Tourism Law went into effect on October 1, 2013 Outbound trips from China continued to increase, boasting more than 18 % YoY Growth 5 Individual tourism represents a larger percentage of overall Chinese overseas travel In April, 2013 President Xi Jinping noted that in the next five years China will probably have over 400 million tourists traveling abroad. Everyone is scrambling for a share of the spoils. In October, the British government announced plans to simplify UK visa procedures for nationals from China, with the goal of trebling Chinese tourists to Britain by 2015. India has launched Chinese-language Life of Pi tours after the film was a box-office hit in China, while Greece is promoting "idyllic island honeymoons" to the Chinese market. Even the Mugabe regime in Zimbabwe
  4. 4. Connected Travelers 04 The Connected Chinese Traveler The „connected Chinese traveler‟ phenomenon is rising with 420 million Chinese owning a smartphone. • Over 600 million internet users in China. Over 300 million people downloaded WeChat. Over 450 million people use Weibo. • Chinese are interested in sharing their experiences (good & bad) with their friends and follows • Leveraging this social media dynamic will help your airport increase revenue and spend per PAX • A Mobile platform should be main focus for developing a communications and branding strategy with Chinese travelers. INDIVIDUAL & GROUP TRAVEL – BOTH DEMOGRAPHICS ARE BOTH HIGHLY CONNECTED TRAVLERS
  5. 5. First Impressions First Impressions MATTER 05 For almost all Chinese entering an international destination the airport is their first stop on their journey. A welcoming social media message or information on the ways to get around or even a short video in Chinese will go a long way in establishing a positive impression for the airport and destination being visited.
  8. 8. Earned Media 08 Earned Media = Trust Eighty-six percent of consumers in China say they trust word-of-mouth recommendations from friends and family, a form of earned media , above all other sources of advertising. In terms of advertising messages, health-themed (46%), high-energy/action (43%) and humorous (41%) resonated most with Chinese consumers. In particular, health-related ads created a most memorable brand identity for more women (54%) than men (41%). * 信任 The Nielsen Global Trust in Advertising Survey was conducted between August 31 and September 16, 2011 and polled more than 28,000 online consumers in 56 countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America.
  9. 9. Growth Earned Media: Growth Like a tree, growing your earned media (Social) takes time and hard work. Digital Jungle understands the subtle nuances that make particular content more attractive and engaging for a Chinese audience. Seeding Feeding Weeding Nurturing Harvesting Establishing the first discussion on a particular topic. Responding or commenting on a thread or post for a topic of interest. Removing „troll comments‟ or neutralizing them with a response. Using a form of inducement or incentive to motivate engagement. Often in the form of a competition, give-away or discount. Leveraging your community for some benefit. Often just soliciting feedback on a topic or maybe a request for some form of favor, i.e., „like‟ my post or „follow me‟. 09
  10. 10. Content Focus 10 Content Focus For both a Chinese and Western focused social media program the content areas will generally be within four broad categories. For each of these categories the social marketer will need to look for opportunities to establish a relationship through content and relevant, interesting activities. Increase awareness Marketing partnerships • • • Get Airport top-of-mind, on a nationwide and global level Increase the awareness of our destination portfolio • Brand development • • Claim positioning themes through off and online campaigns Prove these themes through operation and communication Cooperation with aviation and non-aviation partners Both outside and in the terminal Interactions • • • Focus on connected traveler through online, e-mail and social Optimize conversion possibilities (search engine marketing a.o.) Accelerate on mobile
  11. 11. Social Activities Social Marketing Activities: 6 Key Activities Each content and social marketing program must include activities that will be appropriate for your target audience and align to your broader social media marketing goals. Below are 6 social media activates that maybe considered for an airport looking to engage Chinese travelers. Advocacy Social care Story telling Advocacy, by those who have experienced a product or service, has always been the biggest driving force behind gaining new customers. Today‟s connected travelers are keen to get information on the go and are not shy to vent their frustration in an instant. Socially caring airports build memorable, longlasting bonds with the community using storytelling. Crowdsourcing VIP Program Virtual shopping Online platforms offer unprecedented opportunities for inviting customer participation and tapping into great ideas for product innovation. Airports are keen to build bonds with international communities too and make them feel at home. An average traveler spends at least an hour waiting to board his/her flight. How can airports and retailers penetrate into gate seating areas and sell their products? 11
  13. 13. Western Social Media 13 Western Focused Social Media Initiatives A number of western focused social media initiatives are used by airports to build their brands and drive customer engagement and loyalty. For instance: Melbourne International Airport uses Twitter to help travelers plan their journey by providing flight schedule information and special offers. London Gatwick Airport has a Twitter Flight Information Display Screen, in public view at the airport that allows travellers to Tweet any issues that need attention. The airport‟s responses are also shown. Birmingham Airport established a Facebook advertising program that was used in conjunction with social activity to reach out to travelers. Boston Logan Airport advertises flights, cruise holidays and contests on their Facebook site. Passengers are typically the main focus for social media initiatives at airports. However, social media is used by airports to connect, communicate and interact with all types of customer including airlines, the travel trade, and stakeholders in general.
  14. 14. Example Weibo Accounts Targeting Chinese Through Weibo Changi Airport Charles de Gaulle Airport (Paris) Auckland Airport Frankfurt Airport Melbourne International Airport Hong Kong Airport Authority As more airports understand the need to leverage Chinese social media, the list of Sina Weibo accounts is only set to grow. However, many have not created a verified official accounts (“V”) . Without being verified, Chinese netizens have a lower engagement rate because they are concerned about the account being „real‟. Currently, many Sina Weibo airport accounts are non verified and therefore will underperform in China. 14
  15. 15. Case Study Case Study: Christchurch Airport Christchurch Airport is one of the few International airports to embrace a Chinese social media strategy to specifically target inbound Chinese travelers using Chinese social media. Chinese Social Media Sina Weibo & WeChat In preparation for the arrival of a new Chinese carrier in early 2014, Christchurch Airport has established a verified Sina Weibo Account. Their Chinese social media strategy involves the active engagement of Chinese travelers to this region and to provide them with information relating to Christchurch and airport activities. 15
  16. 16. AND MORE...
  17. 17. About Us About Us 17 We are China's largest independent content focused, digital marketing Agency Our primary focus is to work with Western organizations to deepen their relationships between their brand and Chinese consumers; through quality content and strategic thinking, to drive consumer action, and to deliver value and measurable results for our clients. Our content uniquely touches highly targeted Chinese audiences; from Chinese students looking to study in a Western university, Chinese tourists looking travel abroad or Chinese consumers wanting to purchase brands online. DIGITAL JUNGLE UNDERSTANDS CHINA
  18. 18. Our Clients Our Clients: Corporate Over the years, Digital Jungle is proud to have represented some of the world‟s leading brands as well as some innovative SME‟s. Here is a list of Cover More Insurance Lexus BEKO Bentley Motors Reckitt Benckiser Global Blue REA Group Sileni Estate au This is a small sample of the clients we work with. Additional information can be found on our website. 18
  19. 19. Social Media & Contact 19 Social Media: with Contact Info HQ: Beijing, China digitaljungle digitaljungle cn digitaljungle +digitaljungl ecn +86 10 6561 5818
  20. 20. Office Locations 20 Office Locations: Beijing Shanghai Tokyo Sydney 4th Floor Beibiao Decheng Business Center, #25 Yong An Li Mid-Street, Chaoyang District, Beijing. 100022 Block C Suite A07, InfoShare Business Centre, #905 Yu Yuan Road, Changning District, Shanghai. 200050 4-9-3 Jingu-mae, Shibuya-ku Tokyo 1500001 Level 25, Aurora Place, 88 Phillip Street, Sydney NSW 2000, Australia
  21. 21. Any Questions THANK YOU