"Spotlight on Suzhou" , Suzhou Tourism Celebrates Its Culture With The Star-StuddedNorth American Social Media and PR Campaign 2018 - 2019
Suzhou Tourism is celebrating another monumental year of marketing the destination and its unique cultural attractions to North American travelers through an innovative and integrated social media, public relations, digital marketing, and travel trade program. Through one year promotion, tourism had presence at the most prolific celebrity events in North America, hosted some of the travel industry’s top influencers and media on experiential familiarization trips, and partnered with fashionable lifestyle brands to reach new audiences. Results were impressive and include more than 21 million social media impressions, more than 2,000 positive articles, more than 185,000 new social media followers achieved from June 2018 to May 2019.
Suzhou’s distinct culture highlighting one-of-a-kind aspects of the destination including local crafts such as silk making, embroidery, and tea harvesting; performing arts such as the Kun Opera; and natural wonders like the UNESCO World Heritage designated classical gardens, meandering canals, peaceful water towns have been captured through the integrated promotion executed by PHG Consulting, Suzhou Tourism’s North American marketing and representation partner since 2014.
One major goal of the campaign was to connect Suzhou Tourism with top tastemakers, encouraging them to spread the word about Suzhou to their influential friends and fervent fanbases. To do so, Suzhou Tourism took center stage at several exclusive celebrity events. During New York Fashion Week in September 2018, actors, influencers, models, and TV stars learned about the “Venice of China” at an invitation-only gifting suite and private party hosted by Celebrity Page TV. Boldfaced names from NBC, Miss USA, BRAVO’s The Real Housewives series, and more were personally introduced to the destination and its silk-making heritage, with top talent taking home a goodie bag including a locally produced Xiu Niang Silk scarf and a gift certificate for a complimentary stay at W Suzhou. The destination was also the subject of a Celebrity Page TV that aired in 150 markets across the United States including New York City, Los Angeles, and Dallas. During the 91st annual Academy Awards in Los Angeles in February 2019, more than 60 A-list celebrities, award nominees, influencers, and media networked with Suzhou Tourism representatives and were presented with Sheng Feng Fans made in Suzhou, Suzhou-grown Biluochun Tea, and a three-night gift certificate to the Kempinski Suzhou.
Those interested in getting an inside glimpse at Suzhou and the immersive cultural experiences that await travelers can follow the destination’s Instagram, Twitter, Facebook, and YouTube channels, follow #TravelSuzhou on social media and visit TravelToSuzhou.com.