Dragon Trail Interactive Company Introduction 2019

Celebrating 10 years
of marketing the world
to Chinese consumers
Company Credentials 2019

2 | WWW.DRAGONTRAIL.COM © 2019
Why Dragon Trail Interactive?
We are a digital marketing and tech solutions agency working exclusively for
the travel industry since 2009.
Our positioning – 100% China; 100% Travel; 100% Digital – sets us apart
and guides everything we do.
From social media campaigns through to bespoke tech solutions,
we help your travel brand to reach and connect with China’s affluent
consumers and the Chinese travel trade online.
With more than 150 million outbound trips made from China in 2018, there is
no better time to enter the market – and no better partner to help you do it.

Who We Are
We are a Chinese company with a global outlook and a passion for travel.
In 2019, Dragon Trail Interactive celebrates 10 years of marketing the world to affluent Chinese consumers. To
commemorate our anniversary year, we are hosting the inaugural Dragon Trail summit, China – The Future of
Travel, from May 19-21, 2019 in Beijing.
We are driven by a multicultural, multilingual team of more than 100 digital and travel experts across five
offices in China, the UK and the USA
Beijing
Xi’ an
Shanghai
London
Lexington

Who We Are

Our Clients
Our clients span the globe and every travel industry vertical

Our Clients – Tourism Boards
Xi’ an

Our Clients – Hotels

Our Clients – Other Travel-related Clients

Services – Getting Started
WeChat Weekly
Rankings
Our resources, tools and services will get you started in your marketing initiatives in China to attract the right
outbound travelers.
Essential Resources: We are industry thought leaders,
creating articles and reports, WeChat rankings, the
China Outbound Travel Pulse short video
series, webinars, presentation decks, and a monthly
newsletter. We also share the latest news in Chinese
tourism and digital marketing on LinkedIn and Twitter.
China Starter Pack: A market entry training kit, a
personalized audit, a listing for your company in our
database accessed by Chinese travel agents and tour
operators, and a market entry strategy session.
China
Outbound
Travel Pulse
video series

Services – Consumer Marketing
We help our clients build awareness and consumer engagement, and drive travel sales with digital
campaigns and tech solutions at every touchpoint along the travel customer journey
- Web & Mobile Development
- Web Hosting & CMS
- Social Media & Content Creation
- Media Buys & Campaign Activation
- Video Creative & Production
- Reputation Management
- Chat-based Sales & Consumer Support
Norwegian Cruise Line WeChat campaign

Services – Travel Trade Marketing
Trade Marketing Cloud – Cost-effectively scale your trade marketing, business development & training,
leveraging the power of mobile and WeChat. Continuously build and evaluate your trade partnerships in China.
- Training & Certification
- Online Roadshows & Event Management
- Trade WeChat Marketing
- Company & Product Listing
- Trade CRM and Analytics
- Travel Trade Media
- Online Tradeshow – The Next Travel Market
The Tourism Authority of Thailand WeChat
travel agent training & product listing

Services – Payment & Distribution
We combine technical development capabilities, knowledge of the global travel distribution technology
stack and the Chinese user experience to deliver local payment processing solutions, localized booking
engines and loyalty schemes.
- Mobile Payment Gateways
- Booking Engine Localization
- Loyalty Program Localization
Leading Hotels of the World’s Chinese booking engine

Web & Mobile Development for Global Travel Brands
Spain Tourism:
www.hellospain.cn
Los Angeles Tourism & Convention
Board’s award-winning
neighborhood map: www.hellola.cn
Emirates Holidays’ e-commerce site
with WeChat customer service:
www.emiratesholidays.cn

Trade Marketing Cloud
Switzerland Tourism live WeChat roadshows and
trade partner data management
Clients like Los Angeles Tourism and Convention Board, Princess Cruises, and Switzerland Tourism are using our
cloud services to build awareness among the trade, empower trade sales and enhance trade relationships –
all online – and tapping into our database of 35,000 Chinese travel agents.
Los Angeles Tourism & Convention Board
training courses

Global Destination Marketing on WeChat
Los Angeles Tourism &
Convention Board: 4th most
popular DMO on WeChat in
2018
Zurich Tourism WeChat Mini-
Program Destination Guide
PromPeru’s innovative WeChat
Pop Up Store & B2B2C
campaigns

More Than Just Branding: PromPeru B2C x B2B WeChat
In addition to original content creation, video marketing and campaigns targeting China’s adventure travelers,
PromPeru’s WeChat has innovative B2B and B2B2C features. The PromPeru “Pop Up Store” actively drives
leads to PromPeru distribution partners through chat-based customer service linked to selected trade
partner itineraries and products.
Pop Up Store runs at specified time,
promoted through B2C and trade
channels – scan QR to enter
Consumers browse trade
partner products and
itineraries with chat
service call to action
Live chat with expert
travel agents for product
and itinerary enquiries

Digital Campaign Series - Air France
Dragon Trail launched two Chinese New Year
campaigns with Air France to drive fan
growth and collect customer sales leads data.
The campaigns generated significant fan
growth and a substantial customer
database for remarketing.
An innovative crowd-sharing call to action
delivered maximum engagement.
A separate campaign for the 11/11 shopping
holiday took advantage of the increased
consumer engagement and purchase intent at
this time of year, again delivering substantial
customer data and driving bookings with
WeChat coupon redemption.

Influencer Marketing – Visit Florida
Dragon Trail delivered an influencer FAM for Visit Florida to position the state as the USA’s best road trip
destination. Using our influencer recruitment database, we recruited five self-driving KOLs to take five road trip
itineraries and share their experience. Our client, Hertz, provided rental cars and helped promote the
campaign.
The result? +57 million views of KOL content and huge consumer interest in self-drive in Florida
Influencer content on Weibo and WeChatDT KOL recruitment database

Video Production to Brand a New Destination: PromPeru
After a successful KOL FAM and video shooting trip in late 2017, Dragon Trail produced a series of 20 short
videos made especially for the China market. Creative, shooting, editing and all post production was completed
in-house by our dedicated video content marketing team. Peru experienced a 30% increase in Chinese visitors in
2018.
Distributed on Weibo & WeChat
One in-depth theme per video, to
appeal to different traveler segments
Result: +4 million video views in
2018

Localization Case Study: Emirates Holidays
Shanghai
Selling travel products directly to consumers is challenging in a market dominated by major OTAs and travel
marketplaces. We help Emirates Holidays localize its marketing strategy to drive direct selling:
• Mobile first – responsive website and integration with WeChat; mobile payment
• WeChat customer service & sales – call to action to instantly chat and book with EH sales agent
1. Quick link to travel products from WeChat menu; 2. mobile website page with product info and pricing, and
quick link to KanKan Talk customer service on web page; 3. Customer service chat with Emirates Holidays sales
agent
1
2
3
Emirates WeChat
customer service is
powered by Dragon
Trail’s customer service
software, Kankan Talk

Bookings & Loyalty with Better UX: Leading Hotels of the World
Shanghai
Key features of Leading Hotels’ China digital strategy
• Mobile first – responsive website hosted inside China and integration with WeChat
• Localized booking – Chinese booking engine front end hosted in China with simplified booking flow
• Localized loyalty – convenient loyalty scheme sign up and management through WeChat
Ongoing benefits:
Fast web speed, smooth UX
Fast booking experience
Easy loyalty management
WeChat data collection & insights
The booking engine for China features
substantially simpler booking experience and
loyalty management, in line with Chinese
preferences

Mr Saxon Booth
Director of Business Development
Tel: +86 183 2140 2614
Email: saxon.booth@dragontrail.com
Website: www.dragontrail.com
www.twitter.com/dragontrail
www.linkedin.com/company/dragon-trail
HelloDragonTrail

Dragon Trail Interactive Company Introduction 2019

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