New York-based travel specialist Spring O'Brien is handling the revamp and re-launch of the China National Tourist Office's campaign to woo U.S. travelers beyond the country's "bucket list" sites.
Yaping Xue, director of the CNTO, said the campaign aims to broaden China's appeal to U.S. travelers and enhance the country's brand. That includes a new trade advertising push, logo and branding campaign created by SO and based on an in-depth consumer study by travel research firm PhoCusWright.
The study found that while "bucket list" sites like the Great Wall and Forbidden City were well-known among U.S. travelers to Asia, few knew of other experiences available in China. The SO-devised campaign will aim to urge Americans "off the beaten path" to active and cultural experiences in the country.
The unveiling of the campaign – trade outreach starts this month followed by a consumer campaign next year -- comes after a year of work by the agency. SO president Chris Spring said the logo is intended to "marry" China's traditional and contemporary images as its Temple of Heaven in Beijing forms the "A" in the logo and the country's tallest building, Canton Tower in Guangzhou, marks the "I."
China's outreach to U.S. travelers is focused on four niches: luxury, soft adventure, educational, and senior travel.
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