Jilin Tourism Campaign with Ctrip
Jilin: Experiencing the Romance of China’s Winter Wonderland
Have you heard of Jilin? Likely, you haven’t, but it’s a region in China that’s striving to put itself on the map as popular as Harbin in the winter. We can see why.
But the reality is, unless you’re into skiing, average travelers like to escape winter’s cold for sunny beaches. And Jilin can get down to biting degrees. The best way to introduce it is by its magical winter beauty and the epic things you can’t experience in normal winters. We tout it as China’s *next* Winter Wonderland, capturing the romance of the snow and magic of the Rimes.
Paid Campaign Deliverables
Social media coverage
Based on 10,000 IG followers & 8,000 Facebook followers
For this package we offered at least one social posting a day on IG and Facebook. Overall, Christine produced over 20 winter romance images for the campaign. Hashtagged #jilin and tagged @Ctrip, just so our travelers knew who you could book with for these regions. Unfortunately, not all Chinese sponsors understand how to utilize a campaign to their advantage. Some of our most popular images were of a hotspring hotel, which did not have a social media account to tag, an English version website nor a booking agent took in bookings for it. We still get questions about that hotel, but finding and booking on the internet is literally impossible.
- 5,300 Instagram Likes
- 6,200 Instagram Story Views;
- 12,500 FB Likes/30 shares
Social Total: 21,630 Impressions
“omg, this is so pretty!! We must go!! “- Teo JF …” hahhaaa beijing got flight to jilin” – Pang YY
“This is an amazing hotel. How did you book it? I can’t find it online.”- Lara O.
“Beautiful shot! I didn’t know there were hot springs there”- auclaradelalune
“You made this place a paradise with your videos”- your_inspiring_light
“Amazing. I’m headed to Northern China in a month so hopefully I can go there and explore….I’m going to Jiamsusi City in Heilongjiang Province. I’m actually going for student exchange but I’m hoping to travel around a bit during or after my exchange.”- itsannieevie
” We love these photos. Great work!”- Ctrip
Highlights Video for Social Media on IG & Facebook
Note: This video took us 11 days to complete: 7 filming days, 4 post trip days for post-production & promotion
1- 60 sec Highlight video for social media (our top favorite social media video on Facebook, next to Kolkata)
Facebook – 89+ Likes, 27+ shares, 4,000+ views, 18,000+ impressions)
- jeromeshaw “Nice video – Jilin looks like an interesting place. I’ll be watching for more.
- lunapicks “Wow adding to my bucket list! Thanks for the clip very convincing 😍
- dalia.lourenco “All your pics from there are beautiful!”
- jgyoyo52 “Great video…now I want to go there ♡”
Welcome to my winter fairytale… When I arrived in #Jilin, it was like awakening to a Winter Wonderland dream. Would you visit China for winter? Here’s a highlights trailer. 🖥Written guide on the top 7 reasons to visit Jilin is on my website now ! 🌏 Jilin, China ✈️ cc @ctripcom 📸 Filmed with @canonusa #canon60d #gx7 #ctrip #jilin 💕#snowfestival #beautiful #beautifuldestinations #winter #lp @grrrltraveler
Complementary Written Guide with Photos
Complementary to all press packages we offer is a written article. We see it as equivalent to a journalists contribution to a press trip. With paid packages, we offer a deadline.
*Each blog article takes a minimum of 3 days for creation
1- 7 Reasons to Visit Jilin, (*Featured on first page of Google for ‘Jilin Travel’)
Work on this campaign cost us :
3 day of transit travel
7 days of filming/experiencing/daily socials
4 post trip days of video editing
3 post trip days for blog creation
17 work days
Camera & Equipment Kit used for this campaign
While clients often focus on the short term value, as content creators we acknowledge the long-term investment and impact we have on a campaign. Old and unused content only matures with time and it can be recycled for seasonal content and outside partners.
A year later, and over 33,000 subscribers stronger, we’ve uploaded more Jilin content, sustaining our winter romance with Jilin. 8 photos (ranging : 350 -1,900 Likes and comments) were uploaded during seasonal winter. We generate a lot of content to use at a later date.
YouTube & Roku TV videos
Based on 40,000 YouTube followers
Often we’ll say– if it’s not in the budget, we say we won’t do it. That’s fair business as a working professional. But if we have the time, and good content, we still give it to our audiences for a good binge watch.
- 1- Anatomy of a Chinese Hotel (video)
- 1- 9 Reasons to Visit Jilin (full video feature + article highlighting most partners in campaign)
- 1- Shopping in China
- 1- Ultimate Winter Packing Guide (for Jilin)
- 1 – Essential Tips for China Travel (mentioning Ctrip as one of the main trip planning site)
- We contribute stories to other publications with a larger reach than ours: We sent the Thrillist- with over 500,000 fans– our 9 Reasons to Visit Jilin piece (their version is below). Expect Facebook to explode with snow.