2016 SUMMER
JOINT CAMPAIGN
Tourism in Skåne &
Malmö Tourism & Wonderful Copenhagen
CAMPAIGN FOCUS
AWARENESS
PREFERENCE
How to make Chinese travellers think of
our destinations, when planning holiday
trips?
How to make our destinations stand out?
PURCHASE
Travel products
LOYALTY
Revisits
* Our Destinations:
Copenhagen Capital Region &
Copenhagen Capital City
& Skåne Region & Malmö City
TARGET GROUP
1st & 2nd tier cities
Age 25 - 45
Mid – high income
Travelling with
family / partner
Sophisticated travellers who want to treat
their beloved ones & themselves with
a holiday trip.
SUGGESTED CAMPAIGN FLOW
Digital/Social Campaign
Focus on Destination Content
Focus on Mobile End
MEDIA CHANNELS
Content Platform
- e.g.Mafengwo
Social Media
- Weibo/Wechat KOL
- Wechat Ads
APP Media (Mobile End)
- e.g.Today’s Top Hits
- e.g.Curiosity Daily
CAMPAIGN HUB
Minisite under
Beioumanyou.Cn
H5 Interactive
Game
INCREASE DESTINATION
AWARENESS & PREFERENCE
KPI: Exposure, UV/PV, Participation
TOP 10 SELLING POINTS
• Gastronomy: New Nordic cuisine & restaurants in Copenhagen region & city, Malmö and Skåne
• City events: summer and autumn highlights in Copenhagen region and Malmö
• Bike culture including city biking in Copenhagen and Malmö, as well as in the countryside of the
two regions
• Green and sustainable cities of Malmö & Copenhagen
• Healthy life style & fit-looking locals
• Local design & craftsmanship, incl. shopping
• Hiking, ie. at Söderåsen
• Skanör Falsterbo
• Copenhagen as a modern fairytale city
CAMPAIGN BUDGET
• The total campaign budget is up to 580,000 DKK.