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Imperial Ambassadors Bring Incredible Travel Stories to the World – Discovering the Imperial Heritage of Beijing, China

August 29, 2017 Destination North Asia No Comments Email Email

Launched by Beijing Municipal Commission of Tourism Development as part of the Belt and Road Initiative, the global marketing campaign of “Imperial Ambassador” aims to promote Beijing’s global tourism image and establish its reputation in the travel and tourism industry, and is a fresh attempt to transform the city into an “international exchange hub”.

The official Imperial Ambassadors Family Fizz takes group photo with leaders from Beijing Municipal Commission of Tourism Development and Air China

Thanks to the tremendous support of the strategic partner Air China, the “Imperial Ambassador” campaign officially came to an end, featuring Chinese Royal Gastronomy Museum’s cultural performance “Yu Xiandu Millennium Taste”. Mr Song Yu, Director of Beijing Municipal Commission of Tourism Development and Mr Wang Jie, Secretary of Air China Commission of Commerce attended the closing ceremony and delivered a speech. The event also welcomed Mr Cao Pengcheng, Deputy Director of Beijing Municipal Commission of Tourism Development together with about 150 representatives from government departments including China National Tourism Administration, Overseas Chinese Affairs Office of the People’s Government of Beijing Municipality, Beijing Municipal Information Office and Beijing Municipal Office of the Central Leading Group for Cyberspace Affairs, as well as District Tourism Administrations of Beijing, tourist attractions, travel enterprises and media.

During the event, Mr Song Yu, Director of Beijing Municipal Commission of Tourism Development talked about the concept behind the campaign and expressed gratitude to the two winning teams of “Imperial Ambassador” for having traveled a long way. “Thank you for sharing your incredible travel stories in Beijing to the world and helping promote Beijing’s tourism image using social media platforms.” Satisfying the growing demand for Beijing’s cultural tourism and boosting the city’s tourism image and unique charm as a popular travel destination, Beijing Municipal Commission of Tourism Development launched this innovative marketing campaign and established strategic partnership with Air China to promote the city’s travel attractions.

Mr Wang Jie, Secretary of Air China Commission of Commerce also reviewed the highlights of the campaign and said there will be more collaboration between Air China and Beijing Municipal Commission of Tourism Development following “Imperial Ambassador”. With its main base in Beijing and being the largest air carrier between China and the United States and Central Europe, Air China will continue to work with the Commission closely on projects like joint promotion and tour package showcase to attract more overseas travelers to choose Air China when traveling to Beijing.

Four highlights of the “Imperial Ambassador” campaign include:

  1. Reaching the target audience:
    Responding to travelers’ demand, the campaign developed marketing strategies using social media platforms and working with social media influencers to promote what interests tourists most – Beijing’s well-acclaimed imperial culture, and help boost Beijing’s tourism image in the global tourism market.
  2. Innovative media strategies:
    The campaign adopted an innovative “3D matrix” marketing model, working with mainstream online and print media, TV companies and more in China and overseas while making effective use of social media platforms including Facebook, Twitter, Instagram and YouTube to post event updates. In addition, Imperial Ambassadors also posted live updates and showed Beijing to the world, which helped boost social engagement and promote the imperial culture of Beijing.
  3. Focusing on resource integration:
    The campaign strengthened linkages between the Chinese government and enterprises, local and overseas travel agencies as well as media, especially involving China’s top three travel agencies, China Youth Travel Service, China International Travel Service and China Travel Service, and using the world’s leading travel service distribution websites, Travelport, Sabre and Amadeus, to improve promotion performance and increase inbound tourism to Beijing.
  4. Being product-oriented:
    Imperial Ambassadors visited World Heritage sites, imperial attractions and accommodations and other local spots. The campaign was all about a theme of Beijing’s imperial culture. It turned their travel route into useful travel information and encourages overseas travelers to go traveling to Beijing.

Mr Cao Pengcheng, Deputy Director of Beijing Municipal Commission of Tourism Development said the “Imperial Ambassador” campaign has tremendously helped promote Beijing’s imperial culture and got positive feedback and social media engagement. From now on, the Commission will further promote the unique charm of Beijing and improve the city’s brand image. The Commission is also going to work with more travel companies and optimize travel products while collaborating with travel agencies to launch various travel packages and stimulate the development of Beijing’s inbound tourism industry.

Imperial Cultural Experience: A journey traveling back in time

Since the launch of the “Imperial Ambassador” campaign in May, the recruitment mini-site has generated more than 50,000 views, with over 2,000 applications from 80 different countries, and gained 60,000 new followers on social media platforms, with over 35,000,000 post impressions. In addition, Beijing Municipal Commission of Tourism Development launched its first official VR promo video. “Imperial Ambassador” winners are an internet-famous British family (Family Fizz, whose YouTube channel has over 37,000,000 views) and a popular post-90s vlogger (Parker Ferris).

Both “Imperial Ambassador” teams took an in-depth three-day tour to experience the imperial culture of China as first-time visitors to Beijing. They visited imperial palaces, hutongs (traditional Chinese courtyard homes), World Heritage sites, royal gardens, luxury hotels and enjoyed imperial cuisines and traditional performances, experiencing Beijing in all aspects.

Travel Back In Time – Royal Tour Climb the “dragon’s track” (visit Mutianyu Great Wall), try on a dragon robe (photo shooting at Imperial Ancestral Temple), visit the Imperial Garden (boat rowing to appreciate the graceful lotus at Beihai Park), enjoy royal cuisine (imperial banquet at Fangshan Restaurant) and watch an imperial show (Yu Xiandu Millennium Taste at Chinese Royal Gastronomy Museum), to experience the royal courtesies of the ancient emperors.

Modern Beijing – Explore the Imperial City Motorbike city tour (enjoy the sights of Tian’anmen Square, the Forbidden City and Ming Dynasty City Wall Relics Park), local Food tour (Qianmen Quanjude Roast Duck Restaurant, Lao She Tea House and King’s Joy), traditional handicraft making (Peking opera at Huguang Guild Hall, long pot tea pouring performance at Lao She Tea House and shadow play at Shichahai Shadow Art Performance Hotel), experience the daily lives of local citizens (morning workout with Beijing locals at the Temple of Heaven), to discover Beijing’s culture.

As travel experts and social media influencers, Imperial Ambassadors filmed highlights of their journey in Beijingevery day to share with their fans from all over the world, and they are all hoping to visit Beijing again like no other!

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