Suzhou Tourism Reaches More Than 3.1 Billion North American Travelers Through Year-Long Global Social Media Campaign

A view of the canals in Suzhou

Today, Suzhou Tourism announced the successful completion of its year-long, global social media campaign that ran from June 2016 through May 2017 and targeted North American travelers – “A Curated Look at Suzhou’s Arts & Culture – No Visa Required.” The program reached more than 38.6 million consumer impressions through social media and 3.1 billion consumer impressions total across all media outlets. Utilizing core engagement tactics, Suzhou Tourism implemented a comprehensive social media strategy that included content creation, monthly giveaways, four offline and four online events, and engagements with consumers, media, travel professionals, and influencers, to increase visibility and awareness for the destination across a variety of online platforms, specifically its website, TravelToSuzhou.com, Instagram, YouTube, Facebook, and Twitter.

Suzhou Tourism utilized the most influential social media channels in North America to create excitement for its unique positioning among a passionate audience of new consumers. The channels indicated that North American travelers showed a great appreciation for scenic images of Suzhou, specifically those of the city’s classical gardens and water towns, and experiential travel offerings such as crafts, culture, cuisine, and festivals. Collectively, the social media channels gained more than 400,000 new followers over the 12-month time period, while the official hashtag, #TravelSuzhou, was used in more than 8,200 social media posts.

Four impactful online campaigns capitalized on the theme of arts and culture to generate excitement for Suzhou across Facebook, Twitter, and Instagram. The most popular online event, the “Suzhou Noodles” contest on Instagram,…

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