A total marketing solution for promoting destination marketing via WeChat and cross media in the total travellers journey, cover all single steps!

1. WeChatapp.com
Integrated
Promotional
Strategy
for
MGTO
Case Study: 11 March 2013

4. Source: GroupM Search study with comScore.
“The Virtuous Circle: The Roleof Search and Social Media in the Purchase Pathway February 2011”

5. Source: GroupM Search study with comScore.
“The Virtuous Circle: The Roleof Search and Social Media in the Purchase Pathway February 2011”

6. Source: GroupM Search study with comScore.
“The Virtuous Circle: The Roleof Search and Social Media in the Purchase Pathway February 2011”

9. WeChatapp.com
To
INFLUENCE
prospect
visitors’
decisions
To
ENGAGE
prospect
visitors
in
the
long
run
To
PRINT
perfect
image
of
Macau
in
tourists’
minds
To
EARN
word-­‐of-­‐mouth
from
Macau
visitors
at
LEAST
cost…
We
need
to
impress
them
at
the
very
beginning,
remind
them
frequently
on
their
journeys,
engage
them
at
different
moments…
How
to
achieve
these?
We
will
show
you
an
amazing
journey!

10. WeChatapp.com
Planning:
Search
At
home
-­ Video
-­ Photo
-­ Article

11. WeChatapp.com
Planning:
Booking
At
home

12. WeChatapp.com
Fact
Sheet:
-­‐70,000+
passengers
on
the
first
operation
day
-­‐Average
daily
passengers
50,000+
-­‐Travel
time
between
Guangzhou
and
Zhuhai
cut
short
to
just
1
hour,
it
brings
huge
convenience
from
tourists
to
visit
Macau
-­‐With
cozy
environment
and
time-­‐saving
feature,
China’s
high-­‐speed
network
attracts
millions
of
affluent
passengers.
80%
is
business
trips.
-­‐GZ
Intercity
Railway
provides
vigorous
connection
of
transportation
hubs
and
Pearl
River
Delta
make
it
a
golden
platform
for
advertising.
Guangzhu
Intercity
Railway
On
the
way
Set
off:
Affluent
Travelers

13. WeChatapp.com
§ Guangzhu
Intercity
Railway
links
several
booming
cities
with
Guangzhou
and
Zhuhai.
§ It
offers
a
non-­‐stop
railway
service
between
Zhuhai
and
Guangzhou
South,
and travel
between
Zhuhai
(Gongbei)
and
Zhuhai
Airport
will
be
cut
down
to
25
minutes.
16 stations shown in the map
on left-­hand side with green
highlight.
Guangzhu
Intercity
Railway
25 mins
Zhuhai
Airport
Zhuhai
Gongbei
On
the
way

14. WeChatapp.com
When
travelers
enter
the
Guangzhu
Intercity
Railway
Stations,
they
will
be
caught
by
the
MGTO
advertisements...
During
the
average
26-­‐minute
waiting
time,
you
can
give
prospect
tourists
a
moment
of
touch.
Set
off:
First
Impression
On
the
way

15. WeChatapp.com
• The
signage
is
attached
with
a
magazine
tray,
where
people
can
get
free
magazines
and
leaflets.
It
is
easy
for
them
to
notice
your
advertising.
You
can
also
place
your
brochure
there.
• It
ties
your
information
closely
with
your
target
audience.
• Size
of
the
advertising
is
of
78
cm
(H)
x
52
cm
(W).
Ad on magazine stand
On
the
way
Set
off:
Dig
into
your
mind

16. WeChatapp.com
Engage Prospects at
Fragmented Time
• Advertising
on
magazine
stand
will
be
presented
by
HD
format.
• Size
of
the
advertising
is
49
cm(W)
x
42
cm(H),
with
film
of
HD
nonwoven.
On
the
way
Set
off:
Call
for
Pull
&
Engagement

17. WeChatapp.com
Senior
Manager
Middle
Manager
White
Collar
TechnicianTeacher/
Doctor/
Lawyer
Individual
Business
Student Freelance Laid off Retired Others
Passengers
are
basically elites
like
senior/middle
managers,
white
collars,
teachers,
doctors,
lawyers
Male
58% 42%
Female
45
years
old
5%
36~40
years
old
16.6%
25~35
years
old
44.2%
20~25
years
old
30.8%
Others
3.4%
• We
can
clearly
see
from
the
data
that
number
of
male
readers
exceeds
that
of
female
readers
by
16%.
• 44.2%
of
the
readers
are
of
25~35
years
old,
and
30.8%
of
20~25,
which
are
the
main
customers
force.
Passenger
Research
On
the
way
Set
off:

18. WeChatapp.com
• Guangzhu
Intercity
Rail
had
partly
commenced
operation
on
7
Jan,
2011.
By
the
same
time
of
the
next
year,
accumulative
number
of
passengers
has
reached
16.87
MM.
The
average
monthly
number
of
passengers
is
around
1.4
MM.
• By
the
end
of
2012,
the
construction
of
GZ
Intercity
Rail
had
completed.
Daily
traffic
is
forecasted
to
be
210,000
passengers,
which
aggregates
into
6.3
million
per
month.
It
is
absolutely
a
golden
chance
that
you
can’t
miss.
On
the
way
Set
off:
Passenger
Volume
Grows
Rapidly

19. WeChatapp.com
WuGuang High-­Speed Railway
•Commenced operations in 2009, connecting
Wuhan (Hubei) and Guangzhou in China, one of
the world's fastest train services.
•Total investment is estimated as 93 billion RMB.
•Shorten Wuhan to Guangzhou travel time from
10.5 hours to just 3 hours.
On
the
way
Set
off:
Travelers
from
Central
&
North
China

20. WeChatapp.com
Passenger Service Guide is a manual offered by WuGuang High-­‐speed Railway for passenger
to check details of the train. Size is 21cmW x 28.5cmH, around 80 pages, regular content 45
pages.
Contents:
-­‐ Railway
Service
Guideline
-­‐ Passenger
Travel
Notice
-­‐ Safety
Notice
-­‐ Food
&
Beverages
Menu
-­‐ Map
of
Guangzhou
Metro
-­‐ Map
of
Shenzhen
Metro
-­‐ Bus
and
Metro
Information
-­‐ Hotel
Recommendation
-­‐ Attractions
Recommendation
Distribution Route:
-­‐京太西鄭武深高鐵
-­‐廣深城際動車組
-­‐廣九直通車組
-­‐海南東環動車組
-­‐廣珠城際動車組
Distribution
Channel:
-­‐Seat
Back
Published:
150,000
per
issue
(Monthly)
On
the
way
Set
off:
CRH
Passenger
Service
Guide

21. WeChatapp.com
Route
1
武廣、廣深港、鄭武、鄭西、
太武、京太動車組
-­‐ 76组
-­‐ 216趟/次/日
Route
2
廣深城際動車組
-­‐ 20组
-­‐ 140趟/次/日
Route
3
廣九直通車
-­‐ 4组
-­‐ 28趟/次/日
On
the
way
Set
off:
Distribution
Routes

22. WeChatapp.com
Route
4
海南東環動車組
-­‐ 9组
-­‐ 56趟/次/日
Guangzhu
Intercity
Railway
Route
5
廣珠城際動車組
-­‐ 9组
-­‐ 120趟/次/日
On
the
way
Set
off:
Distribution
Routes

23. WeChatapp.com
• Kill
idle
time
with
nicely
illustrated
advertorial
and
advertisement.
• Allow
prospects
to
learn
more
about
Macau
and
coming
up
fantasy.
• Extended
Bind-­‐in
art
card
will
lead
prospects
to
a
special
page
with
MGTO
x
WeChat
QR.
• You
have
successfully
signed
up
prospects
(who
may
become
a
Macau
Visitors
very
soon)
or
Macau
Visitors
for
on-­‐going
promotions.
On
the
way
Set
off:
Magnify
your
Call
to
Engage

24. WeChatapp.com
Xung Long Ferry
•120,000 passengers per month (2012).
•Bringing in high-­income individual travellers and VIPs from the Pearl River Delta.
•60 sailings per day between Shekou, Macau, Hong Kong, HK International Airport, and Shenzhen
Airport.
•Only one hour sailing to Macau.
•Direct from Shekou port in Shenzhen (Population size is 14 million).
On
the
way
Set
off:
Direct
from
Shenzhen

25. WeChatapp.com
Arrival:
Wow
Effect
When
passengers
arrive
in
Gongbei,
they
will
see
a
huge
iPhone-­‐like
LED
Lightbox showing
the
latest
attractions
in
Macau,
surprisingly
eye-­‐
catching
At
the
border

26. WeChatapp.com
Stay
in:
Dine,
Shop,
Play
&
more…
Inside
resorts
• The
region’s
leading
luxury
lifestyle
publication
• A
contemporary
and
stylish
design
with
exciting,
international
content
reflecting
the
new
Macau
• Written
in
Chinese
and
English
and
celebrates
the
best
that
Macau
has
to
offer
in
luxury
lifestyles,
fashion,
fine
dining,
entertainment,
wellbeing,
and
leisure
• Available
in-­‐room
at
Macau’s
finest
resorts
and
hotels
and
at
select
coffee
shops
and
restaurants,
spas,
and
leisure
venues
• Distributing
in
China
via
China
Post
database

27. WeChatapp.comWeChatapp.com
Leaving
Macau
Engage
&
Viral
at
ALL
stages:
MGTO
x
Whole
Journey

28. WeChatapp.com
In 17 Sept 2012, WeChat doubled user base to
200,000,000
in 6 months, making it the world’s largest mobile chatting application.
WeChatapp.com
WeChat
users
can…
Leaving
Macau
Engage
&
Viral
at
ALL
stages:
MGTO
x

29. WeChatapp.com
World Top Ranking -­ App download
SINGAPORE
TAIWAN
VIETNAM
TURKEY
Saudi
Arabia THAILAND
CHINA
MALAYSIA
HK
WeChatapp.com
Engage
&
Viral
at
ALL
stages:
MGTO
x
Whole
Journey

30. WeChatapp.com
1 2
Engage
&
Viral
at
ALL
stages:
MGTO
x
Call
prospects
&
visitors
to
sign
up
with
Official
MGTO
WeChat
Account
在澳门，钱纳利是一个家喻户晓
的人物。这位来自英伦的画家，
在照相术还未普及之前，以其生
动的笔触，为南中国作了多方位
的描写。这些近两百年前的旧景
，业已成为今人认识其时中国风
貌的珍贵材料。而且时间越推移
，当一处一处旧貌，一座又一座
历史建筑..
速写澳门－－钱纳利素描展
澳門旅遊局
MGTO
•Send
latest
promotions
to
registered
MGTO
WeChat
users.
•Promo
could
be
text,
photo,
video,
voice.
•Campaign
could
be
interactive
&
sharable.
Whole
Journey

31. WeChatapp.com
3 4Welcome /
Lucky Draw
Incentive
To collect Macau souvenir
@MGTO office
or
@Partners’ Location
Interactive Virtual Travel Guide
Engage
&
Viral
at
ALL
stages:
MGTO
x
SEND RECEIVE
Location Surrounding
Attractions
特色小吃
預設
1/
葡撻
2/
杏仁餅
3/
豬肉乾
回覆：“1”會收到有關
葡撻的介紹
問答遊戲 回覆將會收到預設答案。
Whole
Journey

32. WeChatapp.com
To
Pay
is
for
Own
&Earn
Engage
&
Viral
at
ALL
stages:
MGTO
x
Paid Community
Owned Community
Earned Community
Outdoor
Print
Online
Mobile
Users
interested
in
Macau
Whole
Journey

33. WeChatapp.com
Hong
Kong
Tourism
Board
x
WeChat
for
promoting
Hong
Kong
Left: Encourage WeChat download on HK Tourism Board website
Right: The HK Tourism Board’s WeChat account
Case
Study:
Whole
Journey

34. WeChatapp.com
The
account
will
show
on
the
chat
list
with
updates.
Content
will
be
sent
to
HKTB
subscribers
regularly.
Updates
can
be
shared
with
friends
via
many
channels
Hong
Kong
Tourism
Board
x
WeChat
for
promoting
Hong
Kong
Case
Study:
Whole
Journey

35. WeChatapp.com
Challenge
HKTB
WeChat
subscribers
with
questions.
HKTB
subscribers
interact
with
HKTB
by
attempting
to
reply.
Forward
your
answers
to
your
circles
and
have
fun.
Hong
Kong
Tourism
Board
x
WeChat
for
promoting
Hong
Kong
Case
Study:
Whole
Journey

36. WeChatapp.com
South
Australia
Tourism
Commission
x
WeChat
for
promoting
Australia
Case
Study:
Whole
Journey

37. WeChatapp.com
Integrated
Promotional
Proposal
Benefits
to
MGTO
§ Awareness. Capture
eyeballs
from
high
relevance
via
strategic
promo
channels.
§ Influences.
Change
travelers’
behaviour:
choose
Macau
as
travel
destination.
§ Engagement.
Engage
people
who
have
interests
in
Macau
travel.
Give
them
reasons
to
make
a
trip
while
sharing
Macau
updates
with
friends.
§ Database.
Own
and
groom
a
quality
user
base
with
highly
expandable
network.
§ Real-­‐time.
All
updates
could
be
sent
in
just
one-­‐click
at
your
own
schedule.
§ Cost-­‐effective.
Educate
Macau
visitors
of
our
different
attractions
continuously
at
least
cost
approach.
§ Interactive.
Be
a
virtual
Macau
travel
guide
to
introduce
Macau
attractions.
Whole
Journey

38. WeChatapp.com

39. WeChatapp.com
Welcome All Questions!
Thank you!