Suzhou Culture, Radio, Television and Tourism Bureau Celebrates Success by Inspiring Travelers to North America and Europe to Experience “The City of Arts and Culture”
“I am proud that we have continued to bring the unique aspects of Suzhou culture to foreign travelers, despite the challenges over the past two years,” said Rudong Wang, head of the international communication and cooperation department at Suzhou Culture Bureau, Radio, Television and Tourism.
NEW YORK (PRWEB)
September 27, 2021
The Suzhou Culture, Radio, Television and Tourism Bureau recently marked the completion of a two-year integrated marketing campaign that included promotional efforts positioning the historic Chinese destination as “the city of the arts. and culture ”. The multi-faceted international program – which has been executed by PHG Consulting, Suzhou’s North American marketing and representation partner since 2014 – is part of an ongoing promotional partnership designed to raise the city’s profile as a must-see destination for English-speaking travelers in North America and Europe.
Ahead of the onset of COVID-19, activities that included a press trip focused on photography and the 20th anniversary sponsorship of the New York Chinese Scholar’s Garden, which was designed and built by a team of artisans from Suzhou. When international travel was cut short due to the pandemic, efforts focused on encouraging consumers to consider travel when travel to China is possible again. Once domestic travel in China revived, PHG Consulting pivoted its plan and launched tactics that promoted Suzhou to English-speaking expats living in the country. These included a campaign with Time Out Shanghai that inspired expats to understand why Suzhou is the perfect weekend destination, and a cultural showcase at Beijing’s 798 Arts District that showcased the destination’s cultural heritage to people. hundreds of dignitaries, media, key opinion leaders and consumers.
Meanwhile, international social media users learned about iconic Suzhou cultural and craft events through interactive and thematic video and social and digital media campaigns. Engaging content was shared with target audiences via Instagram and Facebook Stories, IGTV, YouTube and Twitter, resulting in the destination’s highest social media engagement since 2014. From September 2019 to August 2021, over 50,000 impressions and 28,000 social media users interacted with the campaign content online, resulting in over 25,000 visits to the destination’s English-speaking website, TraveltoSuzhou.com. The distinctive cultural celebrations that PHG Consulting helped bring to life virtually through Suzhou’s social media included the city’s New Year’s Eve ringing festival at Hanshan Temple, Lunar New Year activities, and tea harvest season. Biluochun.
Despite the challenges posed by the pandemic and its travel restrictions, over the past two years, Suzhou’s social media channels have grown exponentially across the largest and most extensive platforms in North America, including Facebook, Instagram, Twitter and YouTube. Monumental milestones include the growth of @VisitSuzhou channels on Facebook, Twitter and Instagram to 870,000 likes, 200,000 followers and 30,000 followers, respectively, as well as over 86,000 views of the destination’s YouTube videos to date.
PHG Consulting has also engaged with the North American travel business community on behalf of Suzhou, hosting more than 50 one-on-one trade show meetings, including the United States Tour Operator Association (USTOA) 2019, The New York Times Travel Show, the Educational Travel Consortium, and Travel and Adventure Show. PHG Consulting and Suzhou also engaged in a marketing campaign in cooperation with the international travel booking engine Tour Radar, which included the development of a personalized landing page to promote trips that include Suzhou, as well as a competition for travel giveaways and a promotional campaign which resulted in 209,436 social media impressions and 5,300 entries.
During PHG Consulting’s seven-year partnership with Suzhou, the destination has penetrated North American media in a very impactful way and, for the first time, has targeted European travelers this year. A dedicated Beijing-based team promotes the destination and its international marketing efforts through a targeted media relations program that includes one-on-one meetings with top business and consumer media, distribution of press releases and events. In the past 24 months, more than 1,000 positive editorial articles were published in North American and European media, generating more than 300 million media impressions, while in China, 86 positive articles on marketing efforts international and domestic generated more than 41 million impressions.
“I am proud that we have continued to bring the unique aspects of Suzhou and Jiangnan culture to foreign travelers on various platforms, despite the challenges over the past two years,” said Rudong Wang, head of the international communication department. and cooperation in Suzhou. Office of Culture, Radio, Television and Tourism. “It has been a joy to share our posts with travelers via traditional media and also to engage directly through our social media platforms during a time when we cannot accommodate them in person – something we look forward to. do very soon. ”
For over 2,500 years, Suzhou has been known as a center of art and culture. Leading intellectuals, artists and public figures have long been drawn to the city’s romantic canals and beautiful classical gardens, nine of which have been declared a UNESCO World Heritage Site. The performing arts, including Kunqu Opera and Pingtan storytelling, originate in Suzhou, and the city is also important to the design and fashion worlds as a center of silk-making and embroidery. In addition to its arts and culture, Suzhou is home to many natural spaces that allow limitless outdoor activities. Visitors seeking the modern side of Suzhou will find five-star hotels, iconic Jinji Lake, limitless shopping, and China’s largest stilted Ferris wheel in the upscale and contemporary SIP district. Each year, millions of tourists flock to Suzhou to experience the destination’s more than 400 attractions, ranging from pagodas and temples to historic districts and world-class museums.
Suzhou is located in the center of the Yangtze River Delta, about 60 miles west of Shanghai. Suzhou is easily accessible via direct air service from North America and Europe to Shanghai Pudong International Airport (PVG.) And is well connected to nearby cities like Shanghai, Hangzhou and Nanjing by trains at frequent high speed.
For more information about Suzhou, visit TravelToSuzhou.com and follow the destination on Instagram, Twitter, Facebook and YouTube.