Case Study

Challenge

Drive travellers to purchase Experience England holiday packages on Chinese online travel agency Qunar.com

Strategy

Integrate offline activities with online marketing campaign to spread awareness

Leverage KOL influencers and multiple media channels to generate social buzz


Making it happen

Sina Weibo, one of the key social platforms in China, worked with Hylink to select 10 Top KOLs in the culture and history sectors to further enhance the experience of visiting the locations within the Experience England tour packages. These KOLs provided more in-depth insights into the destinations, and aligned with the Chinese government’s initiatives to further promote culture and history.

Hylink strategically aligned Sina’s ‘Read The City’ project with campaign objectives and delivered a seamless experience for KOL collaborators

#ExperienceEngland# became the highest trending hashtag during that period resulting in the client now owning the hashtag

Results

150m
views
25k
active discussions
400
posts generated within 1 week
1
Best Partnership Award from Sina

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