social travel britain 2015 conference: the chinese traveller
TRANSCRIPT
www.capelachina.com
The Chinese Traveller
& the Digital World
Gary Grieve,
Capela China
Twitter: @CapelaChina
Capela China
China – the world’s most populous country
The Chinese Tourism Phenomenon
Consumer Behaviour: photography
Brighton Seafood Restaurant
China Online
• 640 million Internet users
• No major Western online platforms
• China’s own equivalent platforms are huge
• Mistrust of official info sources
• Researching and sharing travel information is very popular
Major Chinese social platforms
Cavern Club – the Chinese name game
• 洞穴俱乐部 - Cavern Club - most widely used
• 洞窟俱乐部 - 2nd translation of Cavern Club
• 卡文俱乐部 – ‘Sounds like’ Cavern - ka wen plus ‘Club'
VisitBritain: GREAT Names
GREAT Names: multi-media
GREAT Names
13,000 names suggested, including:
• Highland Games: Strong men’s skirt party (裙英会)
• Savile Row: Street of the tall, rich and handsome (高富帅之路)
• Sherwood Forest: Forest of Chivalrous Thieves (侠盗林)
• Devon Cream Tea: Grandma’s Cream Tea (阿婆奶油茶)
• Llanfair-pwllgwyn-gyllgo-gery-chwyrn-drobwll-llanty-silio-gogo-goch
Healthy-lung Village (健肺村)
GREAT Names: results so far
• 30 million Chinese saw video
• 80 Chinese KOLs engaged
• 260 media reports
• Mentions seen on Weibo and WeChat by 300 million Chinese
• 2 million visited the campaign pages
http://www.greatnames.visitbritain.com/zh-hans
GREAT Names: landing page
Chinese online presence: tips for success
• Get a memorable Chinese name
• Provide photo opps & free wifi
• Find cultural reference points
• Be good at what you do!
谢谢
Gary Grieve 戈加里
Twitter: @CapelaChina
www.capelachina.com