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Overview

Increased Chinese travel bookings 185% YOY through an integrated campaign on eLong.com.

The Opportunity

VisitBritain wanted to expand its reach to the fast-growing Asia Pacific market. They specifically wanted to carry their message to Chinese travelers—positioning Britain as a desirable destination both now and in the future. Their goal was to build awareness of Britain and bring incremental business to the UK.

The Solution

Expedia Media Solutions built a VisitBritain page on eLong.com, a market leading online travel agency in China, within the Expedia, inc. brand family. the page focused on building brand awareness around Britain and also provided an easy method for booking transactions.

The 3-month integrated campaign was promoted across several ad placements, as well as a targeted email newsletter and through the Chinese social media channel, Weibo.

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The Results

 

Targeting the Chinese audience was an enormous success for VisitBritain. The campaign resulted in increased market share taken from other top European destinations.

The email newsletters had an open rate of approximately 20%, there were almost 19 million advertising impressions served throughout the campaign and the response rate from eLong customers was over 1%.

As of May 2013 the overall room night production for the UK market on eLong had reached 90% of the entire production of 2012. Not only did the number of Chinese travelers to London increase, but other British markets like Windermere, Bristol, Nottingham and Liverpool saw an increase in visitors from China. For the duration of the campaign hotel and air bookings saw major increases over the same period in 2012.

Air & Hotel Gross Bookings

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168%
Feb 2013 vs Feb 2012
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196%
March 2013 vs March 2012
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190%
April 2013 vs April 2012
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185%
Total YOY Hotel and Air Bookings

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