Overview
With New York being the #1 dream destination for the 2016 travel-savvy Chinese tourist, it was time for Rockland County to welcome them with a clear-cut brand. Rockland County was already seeing the economic impact of Chinese tourism, but they needed someone to help them go the extra mile. The Chinese tourist has the time and financial capacity to spend approximately 10 days on vacation with the current issuance of 10-year visas. This makes it easier for the Chinese to travel and increases the likelihood of repeat visitors to the US. At that time, travel agents began focusing on the Chinese traveler and were looking for locations that welcome their traveler.
Services Provided
• Advertising
• Branding
• China-Ready Training
• Group Tour Marketing
• Lead Generation
• Marketing Automation
• Public Relations
• Social Media
• Strategic Planning / Research
• Web / Digital
Challenge
Bridging the cultural gap between Chinese tourist and U.S. business was no easy task. These travellers need to feel welcomed and see acceptance of their culture and language.
Solution
Using colors and symbols that are familiar to the Chinese, the branding we developed communicates what it would feel like for them to visit the U.S. and Rockland County. Our “Welcome” solution echoes throughout our social media posts, video posts, advertising, online presence, signage, collateral, travel tools, and more.
BBG&G also built the “China Ready” program as free workshops that prepared local business to welcome Chinese tourists. Maintaining the Discover Rockland brand, we developed and coordinated the entire program, including training content, email invitations, a China Ready handbook, an FAQ pamphlet; common phrases cheat sheet and more.
Our multi-media advertising strategy utilized key Chinese media outlets, both print and digital, to entice Chinese tourists and Chinese Americans to feel Welcome in Rockland. Print ads appeared in the Epoch Times and World Journal NY, and the emblem we designed has appeared in sticker form inside store windows.
The dedicated micro-website we developed contains market-specific content and can be co-hosted on Chinese third party online travel agencies. Everything a Chinese tourist might be looking for – from history and culture to shopping and cuisine – can be found and translated on the micro-site.
Identifying key tour operators, we reached out to collaborate with them by attending trade shows such as IPW and RTO Summit, and holding a FAM tour with I Love NY. We met with them and provided helpful information such as our Rockland fact sheet, to prepare them to bring their groups to the county.
Rockland County Welcomes You
Less than an hour’s drive from New York City, Rockland County has great shopping, American historic sites, parks with amazing views of the Hudson River and the Ramapo Mountains, and delicious world-class dining. There are more than 32,000 acres of parklands and waterfront, offering a variety of outdoor activities.
