Travelers Flock to Unlock the Silk Road in a Race to Hangzhou China

What is known as “The Silk Road,” a route that connects China to Europe, is virtually brought to life in our new digital integrated campaign in partnership with the Hangzhou Tourism Commission. The “Silk Road Race, Explore the Living Hangzhou” campaign showcases the vast array of experiences available to travelers in Hangzhou, a city with the perfect combination of history and modernity, nature and culture. From scenic locations like the West Lake to more than 60 cultural relic sites, pagodas and temples, Hangzhou offers plenty for the traveler to see.


Along with a visual and informative Expedia microsite on Hangzhou that makes it easy to book, the campaign encourages travelers in the UK, France and Germany to participate in unlocking new information about Hangzhou by leveraging Twitter’s “Flock to Unlock” mechanism, which incentivizes followers to spread a message by tweeting and retweeting to unlock exclusive content or rewards. In this case, the challenge encourages people to retweet or create a tweet using the hashtag #SilkRoadRace to unlock Hangzhou’s “See, Do, Eat, Stay” travel tips. Taking a virtual step closer to Hangzhou with every tweet, users from the country that first reaches 5,500 interactions will enter a drawing to win a trip to Hangzhou, courtesy of China Southern Airlines and JW Marriott Hotel Hangzhou.


To further engage travelers, the campaign is supported through display advertising on Expedia sites in the participating countries in addition to Passport Ads. Join the #SilkRoadRace now and start tweeting.

Gianluca Armando

Director, Brand and Marketing, Expedia Group Media Solutions

Gianluca Armando is the Director of Brand and Marketing at Expedia Group Media Solutions, where he leads the creative advertising partnerships and implementing global marketing campaigns. Previously, Gianluca led the Expedia Group Media Solutions business development team and was responsible for the creation and implementation of digital media campaigns for marketing partners across Asian and Pacific Coasts. He started his career as an intern at Expedia Group, and over the last 11 years has gained global experience working in a variety of countries including Italy, Spain, the UK, Australia, and Singapore. Gianluca graduated with a master’s degree in tourism economics and management from Ca' Foscari University in Venice, and now lives in London with his family.

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