During the event, Mr Song Yu, Director of Beijing Municipal Commission of Tourism Development talked about the concept behind the campaign and expressed gratitude to the two winning teams of "Imperial Ambassador" for having traveled a long way.
BEIJING – Launched by Beijing Municipal Commission of Tourism Development as part of the Belt and Road Initiative, the global marketing campaign of “Imperial Ambassador” aims to promote Beijing’s global tourism image and establish its reputation in the travel and tourism industry, and is a fresh attempt to transform the city into an “international exchange hub”.
Thanks to the tremendous support of the strategic partner Air China, the “Imperial Ambassador” campaign officially came to an end, featuring Chinese Royal Gastronomy Museum’s cultural performance “Yu Xiandu Millennium Taste“. Mr Song Yu, Director of Beijing Municipal Commission of Tourism Development and Mr Wang Jie, Secretary of Air China Commission of Commerce attended the closing ceremony and delivered a speech. The event also welcomed Mr Cao Pengcheng, Deputy Director of Beijing Municipal Commission of Tourism Development together with about 150 representatives from government departments including China National Tourism Administration, Overseas Chinese Affairs Office of the People’s Government of Beijing Municipality, Beijing Municipal Information Office and Beijing Municipal Office of the Central Leading Group for Cyberspace Affairs, as well as District Tourism Administrations of Beijing, tourist attractions, travel enterprises and media.
During the event, Mr Song Yu, Director of Beijing Municipal Commission of Tourism Development talked about the concept behind the campaign and expressed gratitude to the two winning teams of “Imperial Ambassador” for having traveled a long way. “Thank you for sharing your incredible travel stories in Beijing to the world and helping promote Beijing’s tourism image using social media platforms.” Satisfying the growing demand for Beijing’s cultural tourism and boosting the city’s tourism image and unique charm as a popular travel destination, Beijing Municipal Commission of Tourism Development launched this innovative marketing campaign and established strategic partnership with Air China to promote the city’s travel attractions.
Mr Wang Jie, Secretary of Air China Commission of Commerce also reviewed the highlights of the campaign and said there will be more collaboration between Air China and Beijing Municipal Commission of Tourism Development following “Imperial Ambassador“. With its main base in Beijing and being the largest air carrier between China and the United States and Central Europe, Air China will continue to work with the Commission closely on projects like joint promotion and tour package showcase to attract more overseas travelers to choose Air China when traveling to Beijing.
Highlights of the “Imperial Ambassador” campaign include:
Reaching the target audience
The campaign developed marketing strategies using social media platforms and working with social media influencers to promote what interests tourists most – Beijing’s imperial culture.
Innovative media strategies
The campaign collaborated with mainstream online and print media in China and overseas while making effective use of social media platforms to post live updates and show Beijing to the world.
Focusing on resource integration
The campaign strengthened linkages between the Chinese government and enterprises in the industry, especially involving China’s top travel agencies and using the world’s leading travel service distribution websites.
Being product-oriented
Imperial Ambassadors visited World Heritage sites, imperial attractions and accommodations and other local spots. The campaign theme is Beijing’s imperial culture, and their travel route is turned into useful travel information.
An imperial journey traveling back in time
Since the launch of the “Imperial Ambassador” campaign in May, the recruitment mini-site has generated more than 50,000 views, with over 2,000 applications from 80 different countries, and gained 60,000 new followers on social media platforms, with over 35,000,000 post impressions. In addition, Beijing Municipal Commission of Tourism Development launched its first official VR promo video. “Imperial Ambassador” winners are an internet-famous British family (Family Fizz, whose YouTube channel has over 37,000,000 views) and a popular post-90s vlogger (Parker Ferris).
Both “Imperial Ambassador” teams took an in-depth three-day tour to experience the imperial culture of China as first-time visitors to Beijing. They visited imperial palaces, hutongs (traditional Chinese courtyard homes), World Heritage sites, royal gardens, luxury hotels and enjoyed imperial cuisines and traditional performances, experiencing Beijing in all aspects.
Photo caption: The official Imperial Ambassadors Family Fizz takes group photo with leaders from Beijing Municipal Commission of Tourism Development and Air China
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