How do you launch a completely new destination to the UK market? Our starting point was there was no awareness in the UK of Sanya as a destination (zero Google searches for Sanya as a tourism destination in the UK) with no content to effectively market the destination to a UK audience.
Research showed us Sanya would appeal to a younger demographic, 25–45, with a passion for exploring new places, enjoying local cuisine, culture and history of the destination and enjoy sunshine year round.
Sanya is China’s only tropical resort city with expansive beaches, lush rainforests, bustling nightlife and great hotels. Our challenge was to find an organising idea that would instantly tell people not just what Sanya is but also where it is. This led us to ‘Sanya. China’s Tropical Paradise.’
To activate the campaign we shot both film and photographic content within the destination that specifically targeted a UK audience. The creative told a journey of a UK couple travelling through the top tourist attractions and experiences – showing the natural environment, rich culture, stunning beaches and exciting nightlife.
The campaign was activated within the trade and consumer world of Thomas Cook. Including digital advertising, booking page design, social activation, in–store, print and Trade events.