VisitBritain has teams throughout the world managing their inbound tourism and China is no exception. Following a global proposition every region is in charge of creating and distributing inspiring and engaging content to entice more travelers to visit the United Kingdom. Various goals are set for these teams but what is often the case with these global marketing plans the execution for China tends to be different.
AgencyChina supported the Social Marketing agency appointed by VisitBritain to do a Global Audit and provide a Strategy for the next years to come. The first step in this Audit and Strategy project were Strakeholder interviews with the Chinese teams involved in running the social channels for VisitBritain in China. AgencyChina was able to gather requirements in Europe and execute the interviews locally in China due to our international presence.
Next up, AgencyChina evaluated the Social channels and content published on them over the past 6 months. Comparing statistics and engagement rates to the other regions VisitBritain is active in.