Tourism Richmond

Enticing Chinese visitors to experience Richmond.

Project Scope

Strategy, content, and managment of WeChat & Weibo, Chinese OTA ad placements, website translations

Tourism Richmond is a nonprofit organization dedicated to promoting Richmond, BC as a travel destination. They connect visitors with amenities such as restaurants, accommodations, activities, and attractions.

Tourism Richmond wanted to recruit tourists from China to Richmond, but didn’t have the means to reach this audience — and so turned to Periphery.

Our Process

Periphery had the unique challenge of positioning Richmond as the place to be considering the likelihood of being overshadowed by Vancouver as a vacation destination. We worked with Tourism Richmond to develop a strategy to accomplish this by defining possible roadblocks, outlining objectives, and selecting the right channels and messaging.

Deliverables

After auditing the market, Periphery developed parterships with Chinese online travel agencies to ensure Richmond was searchable on their networks. We created WeChat and Weibo accounts to reach audiences in Mainland China and built a calendar filled with compelling content to accomplish their goals.

Media Buying

WeChat Banner Ads

Weibo

Results

Tourism Richmond greatly exceeded their expectations in terms of social, content, and paid campaign KPIs. Their Chinese social accounts received many positive comments from excited prospective visitors.

12,000
WeChat + Weibo Followers

640
Avg Views per Post

19,000,000+
Impressions

39,600+
WeChat Clicks

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