In 2019, ITL secured a destination marketing contract for a destination. There were many challenges in the international tourism market with US-China geopolitical tensions and intense competition for the Chinese outbound tourism market coupled with the constant evolution of consumer behavior. In addition, the destination had its own concerns about environmental sustainability and finding a balance on tourism and its impact to local infrastructure. All of this and more came to a halt with COVID-19. In order to tackle these challenges and a global pandemic, creative and innovative brand building destination solutions are required.
We introduced to the destination a holistic and strategic plan filled with an enormous range of resources to leverage and elevate the destination as a premier destination brand in China. Focusing on a mobile digital marketing strategy utilizing strong partnerships with Tencent, WeChat, Alibaba (Fliggy), Douyin (TikTok), Ctrip, Mafengwo, Xiaohongshu and all major airlines to communicate compelling messages and innovative approaches to our targeted customer segments from multi-generation families, millennials to high net-worth individuals. In addition, ITL incorporated key aspects of local culture, responsibility and sustainable tourism within the integrated digital strategy. With the global pandemic, ITL shifted and pivoted quickly to focus on virtual education seminars and virtual trade shows to brand the location as a premier global destination as well as crisis communications.
