BMA349 Pitch Presentation

1. Campaign for
Huangshan City
Ruixue Li
McCann: Australia’s top ranked creative
agency.
•Rated top ranked Australian Agency in
the world advertising research Centre‘s
annual report in 2015.
•6th ranked agency globally.
source：http://baike.baidu.com/album/2312/5837055，2015

2. Huang Shan City
• Tourism city in China
• Both mountain views and traditional
cultural buildings
• A UNESCO World Heritage Site
• IUCN listed
Resource:.http://zh.travelchina.gov.cn/tirms/front/zh_HANT/spot_10.html

3. Lack of promotion of marketing of Huangshan city
Specific Problems with the current promotion
tools:
• The official website is incomplete
• The introduction and explanation is too simple
• There is no direct contact with the Australian
tourism market
source：http://baike.baidu.com/album/2312/5837055，2015
Problems with the current campaign

4. Target market
Australian travellers：
2013: 770,000 Australians
travelled to China
2014: the increase in the
number of tourists shows the
majority are aged 20 to 39.
source：
http://baike.baidu.com/album/2312/5837055，2015
http://www.360doc.com/content/15/0216/07/866454_448902764.shtml
http://www.ifenglei.com/show-43-5998-1.html

5. Proposing a new campaign
• Aims to promote Huang Shan City to
Australian travelers by increasing
awareness of the city to Australians
travelling to China
source：http://baike.baidu.com/album/2312/5837055，2015

6. Website：
Improving the official website:
• The contents need more English introduction and
explanation
• Needs to be more attractive, for example: use it to
promote more adventure options to meet the demands
of younger Australian tourists
Communication Tools
source：http://baike.baidu.com/album/2312/5837055，2015

7. Communication tools
Digital marketing:
Establish official tourism
accounts about Huang Shan
City on social media.
• Facebook page ，Twitter，
Instragram,and
banner advertising on
websites
• Trip advisor：More
information on it
source：http://baike.baidu.com/album/2312/5837055，2015

8. Communication tools
Video：
• the use of a short video to
be promoted on social
media and “YouTube”.
• Many excellent introductory
tourist videos are placed in
the public video sites (Flight
Centre and other travel
agents), in order to attract
more attention to the area
source：http://baike.baidu.com/album/2312/5837055，2015

9. • Print advertising
Flight Centre：Print advertising in their in house magazine
(because Flight Centre stores offer free travel magazine).
• With airlines. Qantas, Virgin：Advertising could be
provided via their online booking services. (print
advertising in flight magazines)
Communication tools
source：http://baike.baidu.com/album/2312/5837055，2015

10. • Huang Shan City
This is a place with rich tourism resources
• Solution: new campaign to improve the website, and use
more communication tools
Huangshan will become a more attractive choice for
Australia tourists in future
Conclusion
urce：http://baike.baidu.com/album/2312/5837055，2015