San Francisco Travel Association

Golden Week Campaign

Challenge

A growing demographic of free and independent Chinese travelers are hungry for fresh, new destinations. But as digital and travel trends change and economic tensions rise worldwide, Chinese visitation is seeing double digit declines.

Insight

The US remains the top long-haul destination for China’s largest national holiday and outbound travel window, Golden Week - and San Francisco is a huge draw for an emerging group of young, digital-forward FIT travelers.

Idea

As the first of its kind in DMO marketing, SFTA created the Golden Week campaign, partnering with United Airlines, SFO, Napa Valley and Concord to position San Francisco as not only the top destination for Golden Week travel, but also as the best place to start and end the ultimate NorCal road trip. SFTA launched an integrated, innovative social campaign on apps Chinese FIT travelers love and use daily, each with its own unique features and advantages. Travelers were inspired to book trips on China’s premier online travel site, Ctrip. The campaign didn’t just reawaken Chinese travelers’ desires to visit San Francisco, it showed that social media savvy and creative campaigns are the key to engaging with China’s digital-forward FIT travelers, all while yielding big results.

Social Media

Kiki Fang

Ranked Douyin’s #1 Travel influencer, Kiki Fang was the inspirational star of our four-part travel vlog series featuring branded experiences that captured San Francisco’s distinct charm.

Kiki shared her personal wisdom with viewers and invited them not only to see San Francisco and its surrounding destinations in a new light, but to step back and take in the experience of travel itself.

Kiki's Followers
Douyin: 6.4M Toutiao: 6.5M Weibo: 463,914

Social Engagement

I’m just a baby
真的好爱啊 9-18

I love this so much

近距离
自由,啤酒,眼光,什么都不干9-3

Freedom, beer, sunshine, what a life!

潜心
时间不运输我在机场游荡9-9

I wish I had more time to explore the Airport!

陈前
大卡,小可爱9-10

Checking in, cute!

骑无止境
不过觉得有房琪就会火,先占个位置9-25

Kiki makes this looks awesome, I have to reserve my seat immediately!

The Work

Campaign Page

Go to Campaign Page

Results

85M
views
3.5M
likes
6,000+
room nights booked in a one month period
21%
year over year increase in bookings