WeChat advertising plan for the tourism industry!

I. Basic Overview of Tourism Industry

With the continued growth of the tourism industry, according to statistical data, the tourism market has been in a continuous growth process from 2010 to 2019. In 2017 and 2019, the number of tourists continued to exceed 5 billion and 6 billion, and in 2019 the number of tourists exceeded 6.006 billion.

The following table shows the statistics of domestic tourism industry's total revenue from 2010 to 2019. From 2010 to 2019, the total tourism industry's total revenue increased from 1.57 trillion yuan to 6.63 trillion yuan.

Data source: compiled by Qianzhan Industry Research Institute

2. Why does tourism now compete in the form of brands?

Currently, competition in the tourism industry is no longer simply a competition in quality, price, and service. The creation and dissemination of a good image is an important means for the tourism industry to expand its market and is a huge wealth and intangible asset for the tourism industry.

Different scenic spots are different from each other. In the modern market competition, the positioning of the tourism industry must have its own characteristics and precise market positioning. Ensure the development of tourism. At the same time, it can reduce publicity costs, and tourists can understand the tourism value of the scenic spot more effectively and directly.

At present, with the continuous development of the tourism industry, new tourism enterprises and scenic spots are constantly emerging, and the choices for tourists are also increasing. Therefore, only by accurately positioning one's own image and promoting with brand image can we effectively save publicity costs, deepen impressions, and attract more tourists.

The core of the tourism industry is brand communication. For tourism companies, brand communication is the creation and dissemination of tourism image and brand building to make users fascinated and motivated to travel, thus attracting tourists to convert to the tourism industry.

3. What can Tencent Advertising bring to tourism brand marketing?

1. Basic Introduction | WeChat Advertising and Tourism Industry

WeChat: As the largest social tool in China, it allows 1.04 billion users to experience a refreshing mobile lifestyle.

WeChat & Wechat monthly active users total 1.04 billion+;

50% of users use WeChat for an average of 90 minutes per day;

The penetration rate of core user groups in first-tier cities is over 95%;

Every day, 750 million people visit Moments to check their friends’ updates or share their experiences.

More than 1 million mini programs, with an average of 4.25 openings per day.

WeChat Advertising: Based on the WeChat ecosystem, it reaches users through multiple scenarios and rich advertising formats.

Moments Ads-Social Scenario

Classic gameplay: regular video ads, card video ads, full-width + first-screen vertical ads.

Creative ways to play: multi-image native page, plot·selection card ads, topic·voting card ads.

Social gameplay: XX friends may see it, @advertiser interaction, @friend interaction.

Public account advertisement-reading scene

Advertising styles: bottom ads, in-text ads, and video interstitial ads.

Three major modes:

Mode A: Massive exposure to interested groups;

Mode B: Customized soft articles;

Mode C: High-quality accounts are guaranteed to be disconnected.

Mini Program Advertising-Application Scenarios

Advertising style: mini program banner ads, mini program interstitial ads, mini game incentive videos.

Two major modes:

Mode A: Massive exposure to people of interest.

Mode B: Mini games/mini programs can be customized through mutual selection.

3 unique advantages: Let WeChat advertising become a communication channel between the tourism industry and customers.

Advantage 1: Make advertising closer to life

WeChat advertising scenarios with high traffic and high-quality environment.

There are a total of 230 million daily active mini programs and 20 million active public accounts.

Advertising content is strictly reviewed and the push frequency is low.

Advantage 2: Let the advertisement meet the right people

Accurate data targeting to efficiently reach the target population.

Basic population dimensions: basic targeting, interest targeting, LBS targeting, etc.

Customized industry groups: groups of people who want to go/have been to a certain place, fan groups, etc.

Diffusion of circle population: people who highly match the target user portrait.

Advantage 3: Let users endorse the advertisement

WeChat ads are easier to spread among friends layer by layer.

Most tourists travel with family, friends, and colleagues, and thus have a strong social nature. WeChat advertising’s unique innovative styles such as @advertiser, @friend, and visible to xx friends increase users’ desire to participate. The Moments will prioritize exposing “high-influence users” of the brand, and then gradually spread the exposure to their friends. Users’ likes and comments will affect their friends’ engagement with the advertisements.

More and more tourism customers choose to place WeChat advertisements and achieve good results.

OTA

Tourist attractions

Tourism bureau

Hotel Accommodation

Travel Agency

Tourism industry brand ads are often placed before holidays:

Investment growth period; Spring Festival travel; Spring Festival travel.

Stable investment period; Qingming Festival holiday; May Day holiday.

Peak season for advertising; summer vacation; "National Day" Golden Week.

Off-season; Christmas; New Year’s Day holiday.

Product Capabilities | Advertising Styles and Functions

Mainly promote three major advertising positions: support tourism brand advertising

Moments Ads:

Public account advertising:

WeChat Moments Advertisement Style

Basic style;

Conventional advertising;

Card-style ads.

Preferred style budget ≥ 1 million

Selective cards;

voting cards;

Full deck of cards.

Fee-based purchase

Fee-based bidding purchase

Introduction to Public Account Advertising

Video card styles;

Image card style.

Paid bottom advertising

Landing Page Capabilities

2. Delivery strategy | Material production and targeting selection

Overview of material production techniques:

Material example-real scene

Material example-real scene + character

Directional Selection

Directional capability LBS regional orientation

All ad positions supported: support for more than 4,400 business district options.

Moments ads also support:

POI point radiation orientation;

Targeting overseas business travelers;

Targeted targeting of people who are resident overseas.

How to find people interested in traveling

– Behavioral interest targeting

1. Use the existing tourism interest orientation of the system , such as: tourism control, overseas travel control, theme travel control, customized travel, travel route planning...

2. Use a large number of travel-related behavioral keywords for targeting , such as: travel-related keywords: travel, air tickets, overseas travel, domestic travel hot spots related keywords: Jiuzhaigou, Disney, Singapore, Malaysia, Thailand, Bali, Kanas...

- Crowd Pack

1. High-end and high-spending population.

2. People who have been to ** place/people who want to go to ** place.

3. One-party data: the number of fans of the public account of the same entity; existing customer data; historical advertising interaction data.

4. One-party data expansion: Lookalike expansion; WeChat relationship chain expansion.

Detailed explanation of packet mining capabilities

Detailed explanation of packet mining capabilities

The figure below shows the dimensions of a regular full-volume standard population package, one time.

The scheduling is available for friends circle ≥ 1 million/public platform ≥ 500,000.

In addition to keywords, the demand for mining packages should be provided as standardized as possible according to the expressions in the table below. For example, if high-spending people are needed, the demand can be expressed as "high-spending people". Please do not express it as "people with monthly consumption > ** yuan".

Mining of data such as designated third-party apps, public accounts, and advertising interactions is not supported.

3. Excellent Cases | Cases and Their Delivery Plans

OTA Airbnb

TOP 10-18 users’ favorite Moments ads

Industry-TOP1 click-through rate & landing page dwell time;

Tourism Bureau - Tourism Australia;

Opt-in card ads.

Express different travel attitudes and attract interaction. In the second half of 2018, the Australian Tourism Bureau invested in WeChat Moments.

Place ads using the optional card style. This method is highly participatory, creative, and can quickly improve the interactivity of advertising.

10,000 times shared to dialog boxes;

2x total engagement click-through rate higher than the industry.

Singapore Tourism Board

Basic card ads were chosen for this campaign. The outer layer is larger in size, making the display of celebrity promotional videos more eye-catching.

1.42% like rate;

34.1S The average duration of stay of the advertisement.

Tourist Attractions-Hong Kong Disneyland

Check in at Hong Kong Disneyland

5.23% total interactive click rate;

4.84% image click-through rate.

Tourist Attractions Jiuhuang Mountain

Rendering strongly attracts users to click.

3.11% total interactive click rate;

1300 shares.

Yalong Bay Marriott Hotel

13.5% interactive click rate;

1,000 followers added in a single day.