In order to fully display the image of Huangshan and continuously enhance the influence of Huangshan IP international brand. During the summer of 2022, Huangshan Tourism launched the "Cool Summer Travel to Huangshan" online media activity, and promoted the beautiful scenery, humanities, ecology, etc. of Huangshan tourism on Facebook and Instagram platforms in all aspects.
event lasts for 2 months. Every week, it plans and publishes interactive Q&A tweets, and provides prizes to fans with the highest Q&A accuracy rate and the highest number of likes. During the event, the number of online coverage was 3.932 million, the number of interactions reached 2.367 million, the number of tweets and likes exceeded 46,000, and the total number of fans of Huangshan Tourism Hai Media account increased by 6,337, and the event achieved good results.
This event was popular in Hainan media. The series of beautiful scenery published on Instagram with the theme of "The Beauty of the Sunset Glow" has aroused heated discussions among overseas fans. Some fans commented on "The scenery of Huangshan is so dreamy", "The beautiful scenery of Huangshan, the culture of Huizhou is a symbol of a beautiful China", "Huangshan is indeed well-known", etc. Overseas fans from different countries praised it, saying that if you come to China to travel, you must see the picturesque Huangshan Mountain to make the trip worth it. During the same period, the single message of Huangshan scenery posted on Facebook covered 10,000+ people, and the mood, comments and sharing reached hundreds of times. These are enough to demonstrate the beautiful scenery and unique charm of Huangshan.
This online event has improved netizens' awareness and impression of Huangshan on the one hand, and increased their yearning for Huangshan tourism; on the other hand, it has enhanced the stickiness and activity of fans of the Hai Media account, and further improved Huangshan's popularity and reputation overseas.
In the face of the impact of the new crown pneumonia epidemic on the entry market, Huangshan Tourism actively adjusted its publicity ideas, actively solved the problem, and continuously innovated its publicity methods overseas. It has successively participated in the Berlin International Tourism Exhibition in Germany (online), the New Year Countdown to the New Year in the New York Times Square, the New Year Celebration in London, and the China Huangshan (New York) Cultural Tourism Cloud Promotion. The launch of this online interactive activity of Hainan Media is not only one of the specific measures to implement the global promotion plan for Huangshan City’s “Creative Huangshan, Beauty in Huizhou” urban brand, but also to tell the story of Huangshan well and spread the voice of Huangshan with new expressions. The successful holding of the event vividly demonstrated the rich connotation and urban vitality of Huangshan City, actively spread the two top IPs of Huangshan and Huizhou in the international market, further promoted the internationalization of Huangshan tourism and continuously enhanced the influence of Huangshan tourism international brand.
text/Sun Yaqin
