Dragon Trail China Digital Marketing - Dec 2010

REACH & CONNECT
WITH AFFLUENT
CHINESE CONSUMERS
BY LEVERAGING DIGITAL
MARKETING, TECHNOLOGY
AND SOCIAL MEDIA TO
INCREASE BRAND AWARENESS
AND GENERATE DEMAND

REASONS TO PARTNER WITH IN CHINA

UNMATCHED EXPERTISE ENGAGING CHINA-HOSTED WEBSITES
HOSTED RELEVANT SOCIAL MEDIA MARKETING

TARGETED SEARCH & DIGITAL ADVERTISING INTERNATIONAL CLIENT LIST
AWARD-WINNING SERVICES & CAMPAIGNS
“…Dragon Trail has been vital
to our social media success in
China.“

“…Dragon Trail team's high
efficiency, passion and TOURISM INDUSTRY AFFILIATIONS
knowledge of Chinese web and
social media space is invaluable
for the success of our online
presence in China."

DRAGON TRAIL is the leading travel technology and digital
marketing company in China that helps international travel and
tourism organizations reach and connect with Chinese consumers.

Founded by international leading experts
in social media, e-tourism and travel technology
tourism technology-
Recognized for most innovative new service for China Outbound Tourism

STRATEGY SOCIAL MEDIA

Dragon
LOCALIZED
TECHNOLOGY Trail CONTENT
RELEVANCY
Team The Senior Team, led by the founders,
consists of top experts, having worked
in leading social media sites in China,
headed PR/Communications for global
luxury hotel brands in China, and having
MOBILE
spearheaded the expansion of western
E-MARKETING
travel businesses into China, and worked
for English-Chinese translation companies.
Advisors include the most senior experts in
travel and tourism for China and globally.

BEIJING - SHANGHAI

曹志刚
Co-Founder & CEO
Founder
GEORGE CAO

• Award-winning working experience in China and USA
winning
- Developed Revenue Management systems and provided RM consulting to leading hospitality
companies including Choice Hotels, Omni Hotels, La Quinta Inns and Harrah's Entertainment
- Holds a US patent in Event Revenue Management
- Developed travel distribution technologies for WorldRES and Search Party
- Created and evangelized cutting edge internet technologies in Silicon Valley
- Hotel Operations experiences with Hyatt Hotels and Holiday Inn in China
• Consulting experience with Hotel Companies and Online Travel and Technology Companies
- Global Client List includes organizations in USA and Asia Pacific
always with the goal to increase revenues and increase consumer engagement and loyalty
• Company Start-up Experience
-Founded online travel ventures, including SearchParty.com (USA), and Go10000.com (China)
ounded
• Graduated with an MBA from the School of Hotel Administration at Cornell University
University.

DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

晏子
Co-Founder & President
Founder

JENS THRAENHART

• Award-winning working experience
- National Tourism Organization
(Headed up Marketing Strategy and E-Business/CRM for the Canadian Tourism Commission)
Business/CRM
- Luxury Hotel and Vacation Ownership Industry
(Headed e-Commerce for Fairmont Hotels & Resorts, and Marketing/CRM for Fairmont Heritage Place)
Commerce
• Consulting experience with Hotel Companies and Destination Marketing Organizations
- Global Client List includes organizations in Canada, USA, Europe, Middle East, Africa, Asia, Pacific
• Company Start-up Experience
-Started three online travel ventures, and founded four online travel conferences and e
Started e-Tourism Awards
- Editor and avid blogger (TourismInternetMarketing.com & DestinationExperiences.com)
-Co-Founded global travel blogging community (Tips from the T
Founded T-List) & Canadian e-Tourism Council
• Industry Awarded for marketing and sales excellence and recognition for Travel e e-Commerce
- Won several awards in website design and e-marketing, and is listed as one of the
marketing,
‘Top 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel’ in 2004 and 2005,
and was recognized as one of the ‘travel industry’s top 100 rising stars’ by Travel Agent Magazine in 2003.
• Solid relationships with industry associations, such as UNWTO, PATA, HSMAI, HEDNA, IFITT, ETC, IOETI.
• Highly Educated: Graduated with an MBA from the School of Hotel Administration at Cornell University
University.


Select Clients in 2010


Recent Awards in 2010


Testimonials
"As a global hotel group we recognize the importance of maintaining unique
social media strategies for each target market. The Chinese social media
landscape is unlike any other in the world, and for that reason we sought the
expertise of Dragon Trail. With years of social media marketing experience
combined with an in-depth understanding of the Chinese travel industry,
depth
Dragon Trail has been instrumental to our social media success in China.“

Kristin Ruble, Vice President Marketing
Mandarin Oriental Hotel Group

"China is a very promising but also complex market and we are happy that we have
partnered with Dragon Trail to build and maintain our brand presence and engage
with the Chinese online community. They created a comprehensive online
marketing program for our destination, including a captivating and flexible website,
presence on major social media sites, engaging online contest and much more. The
Dragon Trail team's high efficiency, passion and knowledge of Chinese web and
social media space is invaluable for the success of our online presence in China."

Julie Canning, President & Chief Executive Officer
Banff Lake Louise Tourism


ChinaTravelTrends.com
e-Magazine & Online Community
Magazine
(Premium Section includes a collection of hundreds of reports)


Essential China Travel Trends Book
With forewords from UNWTO, WTTC, and PATA

“… Already the world’s fourth most
visited destination today, by 2020,
China is expected to become the
leading international tourism
destination and the fourth largest
outbound travel market. This
comprehensive study of travel trends in
China provides invaluable insights into
one of the fastest growing travel and
tourism markets in the world."

Taleb Rifai - Secretary General,
World Tourism Organization (UNWTO)


China Travel Social Media Seminars
(DT also organizes company-specific seminars upon request,
specific
and is available for speaking engagements world
world-wide.)

“This was a very important and
insightful seminar, organized by
Dragon Trail. Social Media in China
looks very complex and like a whole
lot of work, but then again, people
are talking with or without us - so we
are definitely better off if we take part
and try to influence it."

Oliver Sedlinger - China Director,
German National Tourist Board (DZT)
Select Speaking Engagements:


Consumer Strategy – How to win affluent Chinese Tourists

• Online influencer marketing: creating buzz of the product so the client
makes up the mind before visiting the travel agent
• Chinese consumers heavily use the Internet to make purchase decisions
• Travel agents in China recommend travel packages that they have either
known or offer the best incentives if the consumer does not have a
special destination in mind
• To be in the consumers mind prior to contact a travel agent is the target
• Have a relevant and engaging Chinese website, optimized for Chinese
search engines and hosted in China, and leverage social media websites
with touch points to drive traffic back to the website in order to spread
the word about the brand , capture consumer data, and start
communicating with the consumer to build a value
value-based relationship.

15

Dragon Trail Digital Strategy Approach

GOAL: Increase Brand Awareness & Direct Sales

– Guide Strategy Execution
– Build a foundation for brand engagement
(Social Media ready and Search Engine
optimized Website for the Chinese Market)
– Create online touch-points
– Develop relevant content
– Maintain, monitor, engage, and evaluate
– Gain insights from data and social media
– Combine and offline and online tactics
– Drive campaigns that convert
– Increase revenues

16

Dragon Trail Digital Strategy Planning


Dragon Trail Multi-Touchpoint Ring Strategy
Touchpoint

1. Relevant Brand
Chinese Website

2. SEO Lifestyle &
Regional Satellite Sites

3. Targeted Chinese
Social Media Profiles

4. Content Syndication
& Blogger Interaction

5. Mobile Presence


The Power of the Internet Community in China:
Redefining the Brand/Consumer Relationship


Dragon Trail Program Execution

5. Interact with influential bloggers 1. Determine the best possible
and manage Dragon Trail’s market strategy to build brand
Familiarization Trip 2.0 Program, awareness and reach the
designed to create buzz about target audience
the brand.

4. Execute an innovative
social media campaign that
drives traffic and captures
consumer data, leveraged 2. Develop a culturally-
for future initiatives. relevant Chinese Website,
consistent with the brand
message, optimized for
Chinese search engines,
designed for the Chinese
target market, with
3. Set-up profiles on targeted Chinese engaging content, and
Social Media profiles, seed relevant hosted in China with state
content, engage with the audience, and of the art technology.
monitor for brand reputation.


Dragon Trail China Online Marketing Platform

Pull Marketing External Efforts CGM Marketing
PPC / SEM Blogs
Web Analytics
Affiliate Marketing SNS

Media Buying Campaign Pages Viral Marketing

Your Digital Site
Web / Mobile
Web Optimization Push Marketing
SEO RSS Marketing
Satellite Sites
Usability Email Marketing

LPO Web Analytics Widgets / Apps

Conversion Zone Marketing
Database


Understand

Principles Be useful

Be live

Videos: Youkou

Dragon Trail Images: Yupoo

Social Spaces Platforms Social Space Micro-Blog: Sina

Framework Bookmark: Zhuaxia

SNS: RenRen

Networks Active listening M&S assets
Research & Listen
Measure Plan/iterate

Optimise assets Editorial On-site UGC
Processes Content
Widgets / tools

Aggregation Outreach Moderation
Curation
Connecting APIs


Strategic Focus & KPIs:

1. Brand Awareness
2. Relationships
3. Sales

- Build relevant web presence
- Develop engaging content
- Increase touch-points online
- Drive traffic of interested
individuals
- Focus on capturing relevant
Consumer data Online (and
Offline)
- Leverage data to qualify via
targeted offers
- Refer potential guests to tour
operators and travel agents
- Test direct sales online

A couple important points…

1. Website hosting in China is critical in order to ensure organic
local search engine optimization, and optimal accessibility.
2. Constant optimization of the social media landscape is
critical in order to ensure content seeding, consumer
engagement, and brand reputation.
3. Local representation, especially with intimate knowledge and
relationships in the travel and internet space in China critical
in order to ensure successful strategy execution.

…in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA.


Chinese Website
• Website developed consistent with brand message, aligned to English
English-language
website, designed with cultural nuances in mind.
• Website will be integrated with website measurement tools, as well as a dynamic content
management system, and will be mobile-ready.
ready.
• Chinese social media integration, as well as integration of engagement tools, including
mapping, slide shows, video embedding, bookmarking, event calendar, internal search,
Tell-a-Friend, online postcards, etc.
• The website will encourage permission-based data capture to grow a powerful database
based
that can be used for campaigns and building customer relationships.
• Referral mechanism to travel trade partners (toll free number, contact form).

DMO and SME Partner Program:
1. DMO: Mini-site, integrated into the client’s Chinese Website plus content inclusion in the
site,
client’s social media profiles. The mini-site would be indexed by internal search and
site
accessible via a vanity URL (for promotion on business cards and marketing collateral)
COST: : Euro 2,500 one-time set-up fee + Euro 925/Month
up
2. SME: One-page enhanced listing with description about the hotel or travel supplier,
page
picture gallery, embedded video (uploaded on a major Chinese video sharing site), as well
as location on the map. The mini-site would be indexed by internal search and accessible
site
via a vanity URL (for promotion on business cards and marketing collateral)
COST: Euro 500 one-time set-up fee + Euro 80/Month
up


Chinese Social Media Marketing
• Set up profiles on three key social media websites, including a major video sharing site, a
social network, and micro blog (Youtube, Facebook, and Twitter equivalents), including all
necessary site application procedures and Chinese government approval processes.
• Seeding of relevant content on these sites, based on the delivery of content and stories by
the client. A healthy balance of stories with promotions is essential. We will leverage
content from the corporate websites, from profiles on English
English-language social media sites
(if available) as well as from partners.
• Engaging with users to attempt to drive viral spread. This includes frequent checking on
checking-in
the profiles in order to respond to questions, monitor comments, and identify trends.
• Protect the brand reputation of the client by being alert on specific comments, and avoid
escalation of potential situations, especially offline occurrences related to client’s
products and services. Comments will be carefully monitored and recorded, and provided
with an approved response.
• Via other channels (such as BBS, external sites, blogs, etc.), Dragon Trail will focus to
acquire new fans and followers, to drive interest and buzz.

SOCIAL MEDIA CAMPAIGN:
• Development of a landing page for the campaign, integrated into the Chinese website.
• Design a call to action, which should be focused on capturing customer data.
• Integrate the campaign on the social media profiles, and attempt to get blogger engagement


Go10000.com
• Membership Discount of an enhanced listing on the soon
to be re-launched Go10000.com (
launched (Go10000 was one of the
first travel search engines in China, first launched back in 2005
Visit: http://www.eyefortravel.com/node/9503 & http://tinyurl.com/267rsg8)
• Go10000 will fill a void for Chinese consumers to search for domestic and international
hotels, destinations, cruises, tours, leveraging sophisticated taxonomy, mapping, and
search technology, enabling Chinese consumers to find information about travel
products and services in Chinese language, by being able to search using detailed
keywords. A powerful branding and demand generation tool for companies.
• Go10000 will be re-launched in the fall of 2010 as the “Official Chinese Travel Search
launched
Engine”, and will be fully optimized for Chinese search engines, and drive traffic
,
directly to the Go10000 members websites (preferably Chinese websites).
• Go10000 will feature its own social media profiles on major and niche social media
websites in China, as well as various BBS.
• Go10000 will have its own mobile website and mobile applications (China had 800
Million mobile users by July 2010, and over 40 Million people that access the Internet
only on mobile devices).
• Content translation and content publishing , as well as tagging will all be included.


Research studies indicate that attitude towards websites,
the site’s interactivity and usability, as well as purchase
intentions of users are enhanced when sites are congruent
with the target customers’ cultural predispositions.
(“The Culturally Customized Website”, Elsevier, 2005.)

Collectivism: Emphasizing values
important in collectivist cultures.
For example, emphasizing family
theme.

Power Distance: Adding elements
that emphasize power distance. For
example, displaying awards or
honors that a company or brand has
received.


Brand Articulation
The Chinese consumer, unlike the Western consumer is not familiar with
the brand (hotel or destination) – it requires Contextual Relevance

Content Gap


Context


Relevancy


VisitBritain’s new Website – great use of Web 2.0

…and VisitBritain.com in Chinese

Is it really Relevant???

DRAGON TRAIL CHINA MARKETING SERVICES

Dragon Trail Influencer Marketing Program
1. Developing a culturally relevant web presence, including am engaging website, and possible
satellite sites and blogs in order to increase touch
touch-points and visibility.
2. Leveraging existing and developing relevant content to be published on the website(s).
3. Setting up profiles on various social media websites, including image sharing, video
sharing, social networks, as well as blogs on prominent portals and websites.
4. Maintain a consistent and interesting presence on the Chinese social web, including
publishing relevant content, monitoring comments, responding to comments, and engage
on other relevant social media profiles, in order to increase fans and followers, awareness,
and traffic.
5. Syndicate branded content to third party sites, such as travel agency websites, lifestyle
sites, blogs, communities, BBS forums, and more.
6. Drive traffic by executing online marketing techniques, such as online advertising, search engine
optimization, search engine marketing, affiliate marketing, and other online marketing
campaigns such as contests, and sponsored partner marketing. Possibly integrate offline tactics to
the execution, such as offline advertising, trade and media relations, as well as events.
7. Leveraging relationships with bloggers and celebrities in order to engage in innovative
influencer marketing to generate content and assist in the decision making process of potential
customers.
8. Integrate various technology applications, based on strategy, such as ee-Learning, online
community, individual trip planning, group trip planning, meta search, booking engine, and
others in order to further increase engagement and drive conversion.
9. Leverage the huge mobile opportunity in China, including applications (Android, Symbian,
Blackberry, iPhone platforms) and mobile websites, as well as mobile advertising to further
increase engagement.
10. Listen by aggregating brand sentiments from thousands of social media sites, blogs, and forums
to measure and understand consumer perceptions and trends.

1. Insight: Social Voices

Extracting brand sentiments
from millions of consumer
reviews across the Internet in
China. We then turn that
knowledge into action, shaping
campaigns to increase
awareness, revenues, and data
capture.


2. Relevant Chinese Website Presence Development

Design Your
Own Trip

User Video

User
Feedback User Blogs


3. Chinese Social Engagement Automation
1. Online Trip Planning Application
If travelers book your travel related product
online, you have a great opportunity to
engage them in pre-trip planning and post-
trip sharing with a white label solution
backed by advanced technologies and
services.

2. Social Engagement Tools
Besides maintaining your existing Chinese
websites, we can develop custom social
networks and communities, forums and
blogs, online games, as well as widgets that
encourages your consumers to engage with
your content, and create a viral loop that
spreads around and creates buzz. These
tools are designed to achieve certain
objectives, such as capturing data,
increasing awareness, or referring leads and
booking travel.


4. Chinese Digital Marketing Campaigns

Holistic Campaign Execution
Complete digital campaign execution from
planning to measurement, understanding
the target market based on goals and
budget, and focused on achieving the
highest possible ROI (Return on Investment)
and ROE (Return on Engagement).


5. Grass-roots Local Social Media Marketing
roots

Social Media Marketing
If on our network of partner websites and
blogs, or via platforms such as micro-
blogging (i.e. Twitter), or writing on our
own lifestyle cluster websites, blogs, and
wikis, we ensure that your message gets
out to the targeted audience, the “old-
fashioned way”, by crafting customized
messages and posting them manually.


6. Influencer Marketing

Influencer Marketing via Blogger Relations
Leveraging extensive relationships with the
Chinese celebrity blogging community, we
organize highly targeted and specific
Blogger Fam Trip Tours of Chinese bloggers
to destinations globally, in order to tap into
networks of influencers to increase brand
awareness.


7. Online Advertising

Chinese Online Travel Advertising
Leveraging our relationships to allow travel
companies to place media on Chinese
portals, travel and lifestyle websites, social
networks, and blogs.

Search Engine Marketing
Bidding on relevant and competitive
keywords on Chinese search engines, such as
Baidu, Yahoo and Google China, are
important to get traffic to the various
websites and online campaigns.


8. Affiliate Marketing

Providing incentives for websites
and bloggers to feature
sponsored content and write
stories about the brand’s
products and services, are vital to
get the word out and build strong
relationships.


9. Mobile Marketing

We create mobile websites and
applications specifically designed for a
Chinese mobile foot print. Typical mobile
websites contain 15-20 pages including
animated photo galleries, one click
direct dial to the travel suppliers and
links to popular social media sites.
Additionally, special coding to
automatically detects and redirect
visitors using Apple iPhones, Nokia,
Android, and Blackberry devices, or
other mobile platforms. To display the
most appropriate website rendering, all
seamlessly to the user. A customized
Mobile Content Management System
(M-CMS) enabling clients to easily
modify their mobile website in real time.


CHINA INTERNET & SOCIAL MEDIA LANDSCAPE

CHINA’S CONSUMERS
China’s Elite and nouveau riche: In China
more than 400 million people live on less than
$2 a day but there is an emerging and fast growing
elite class which shops at Armani, Gucci, Cartier,
Ferrari, Bentley, and Hugo Boss. These are the high
brand-conscious and prestige-oriented Chinese
consumer segments who like to indulge in
conspicuous consumption.

China’s Generation Y: Success-driven, educated,
driven,
information savvy and surprisingly loyal to Chinese
values and culture but also open to Western ideas.
They are good candidates for Western brands and are
fashion-conscious.

Trendy, Perfectionist Consumers: These are
predominantly females who love to shop and
associate foreign brands with quality and style.

Traditional, Pragmatic Consumers: They
don’t like to shop much and basically look for
products based on price and not style. Predominantly
male consumers and generally go for less expensive
local brands rather than expensive or stylish foreign
brands.

Travel Motivation
• Rising Incomes

China Outbound Travel •

•
Easier to get visas, hard
currency and passports
Travelling abroad for
business and education
Total Outbound Travel 40,891.4 10,000 inspires them to return to
40,000 Total Long-haul Travel the same destinations for
leisure
• Travel (especially to
8,000 Europe) as a status symbol
30,000 • In-depth travel is becoming
more popular than multi-
25,330.9
country packages
6,000 • Status, novelty, culture,
4,808.4 shopping, time, cost, food
20,000

4,000 Travel Needs
3,151.4
11,174.0 • Safety of a destination
• Ease of getting a visa
10,000
5,643.2 2,000
• Other factors:
-Natural Scenic Beauty
1,834.7
-Well-known landmarks
1,216.2
-Friendly local people
0 0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007p 2008f 2009f 2010f 2011f
But…
• Good Chinese food not
always available
Data from China National Tourism Office and Global Insight – Global Travel Navigator May 2008 • Quality level not according
to Chinese expectations
59

China Outbound Tourism 2010:

Greater interest in in-depth travels by Chinese travellers:
depth
• The survey of the China Tourism Academy
2009/2010 shows that Chinese tour operators are
increasing their range of products, meeting
,
the growing demand for more sophisticated
travel offers from Chinese customers.

• Niche market and special interest products
gain opportunities to attract Chinese visitors
visitors.

Published in cooperation with the China Tourism Academy (CTA)
and the China Outbound Tourism Research Institute (COTRI)


Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive


CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000

420 million Internet users in July 2010, representing 30% of the Chinese population

Most engaged country online: 92 % contributed to social media

85% of Chinese online users approve Internet Censorship

The Internet is their most important information source for 84.3% of netizens

More bloggers in China than in Europe and USA combined
Source: CNNIC; Trendspotting; Forester; iResearch


China has 21% of the global internet population – USA: 13% / Europe: 22% / Asia: 43%
Total Global Internet Users: 1,8 Billion / Europe: 425 Mill. / North America: 260 Mill. / India: 82 Mill.


Online Travel Research in China

Source: Nielsen, 2009


China’s digital media landscape
is dominated by local players.

Government censorship Local players appeal
to domestic users

CHINA SOCIAL MEDIA DOMINATES THE US:
Chinese netizens are more engaged in creating/sharing content

Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed,
reveals rapid growth in adoption, 2008/10/20 2009/01/23


“Social Media is the most
influential communications
medium in modern China”

Two-thirds of surveyed public affairs executives –
thirds
Edelman Media Influence Survey, November 2009

Travel Alberta (Canada)
Strategy:
- Portal for big Tourist Boards
(countries, states/provinces,
regions, major cities, etc.) the
opportunity to develop a relevant,
china-hosted web platform, to
build the brand and increase
referrals to online and offline sales
channels
- The portal is developed to give
SMEs and DMOs the opportunity
to have a presence, which
otherwise would not make sense
or is cost prohibitive


Travel Alberta (Canada)
Strategy:
- Sub-Site within the
china.travelalberta.com portal
to give smaller DMOs a low-
cost online presence in China
- includes branding, own URL,
quarterly content updates,
tagging, search engine
optimization, social media
inclusion, and if applicable trip
planner integration.


Travel Alberta (Canada) Strategy:
- Sub-Site within the
china.travelalberta.com portal to give
SMEs (hotels, resorts, attractions,
tours, transportation, etc.) a low-
cost online presence in China
- includes branding, own URL,
quarterly content updates, tagging,
search engine optimization, social
media inclusion, and if applicable trip
planner integration.


Online Family Campaign:
- Unique family campaign that
merges viral marketing and
social media marketing
components, by leveraging the
Chinese social media landscape
(especially the Chinese Twitter
micro-blogging equivalent, Sina
Weibo), and a uniquely
developed micro-site to capture
data and increase engagement
- The campaign was launched
after having run a very
successful Chinese social media
campaign to increase fans on
Sina Weibo to over 10,000 in a
few weeks, in order to leverage
these fan to ensure success for
the Family campaign
-The Social Media campaign
was started after the launch of
the relevant Chinese website of
Atlantis The Palm Dubai.

Banff National Park
Chinese Web Site and
Social Media marketing
Case Study

Case Study: Canadian Rockies Social Media Contest
• No advertising (paid search, banner advertising, print)
• Promotion via Chinese Social Media only
• 90 % Viral Spread (over 90% of people who registered on were invited to join by their
friends who had already signed up). Registrations including name, email, mobile
phone)
• After Week 1:
6,500 visits /
3,000 registrations
• After Week 2:
30,000 visits /
8,000 registrations
• After Week 3:
75,000 visits /
37,000 registrations
• After Week 4:
over 100,000 visits /
over 50,000 registrations
• After Week 6:
180,000 visits /
90,000 registrations


Step 1. Chinese Website

DRAGONTRAIL.COM
DRAGONTRAIL.COM -
- CHINATRAVELTRENDS.COM
CHINATRAVEL TRENDS.COM

DRAGONTRAIL.COM
DRAGONTRAIL.COM -

Step 2. Social Media Marketing

DRAGONTRAIL.COM
DRAGONTRAIL.COM -

Micro-blog: http://t.sina.com.cn/canadianrockies

DRAGONTRAIL.COM
DRAGONTRAIL.COM -

SNS: www.kaixin001.com/canadianrockies

DRAGONTRAIL.COM
DRAGONTRAIL.COM -

Video Sharing: http://u.youku.com/user_video/id_UMjQ5ODk5MjMy.html

DRAGONTRAIL.COM
DRAGONTRAIL.COM -

Step 3. Website Launch Campaign

DRAGONTRAIL.COM
DRAGONTRAIL.COM -

“We treat clients as partners”

-Based in Beijing and Shanghai
Based
- Unique combination of unmatched expertise
- Best in class capabilities & award
award-winning solutions
- Innovative cost model & strategic approach
- Growing list of clientele of leading travel brands

WANT TO KNOW MORE ABOUT
THE CHINESE TRAVEL MARKET?

Access the latest trends on ChinaTravelTrends.com
and join the online community for free.
www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI

The Chinese Outbound Tourists will continue to
travel all over the world. Are you ready for them?

TRAINING & COACHING CERTIFICATION RESEARCH PLEASE CONTACT COTRI
(CHINA OUTBOUND TOURISM
RESEARCH INSTITUTE) FOR
MORE INFORMATION:
WWW.CHINA-OUTBOUND.COM

REACH & CONNECT
WITH AFFLUENT
CHINESE CONSUMERS
BY LEVERAGING DIGITAL
MARKETING, TECHNOLOGY
AND SOCIAL MEDIA TO
GENERATE DEMAND AND
INCREASE BRAND AWARENESS,
REVENUES, AND RELATIONSHIPS.

CONTACT US FOR OUR AWARD
AWARD-WINNING SERVICES
JENS THRAENHART & GEORGE CAO, CO
CO-FOUNDERS
WWW.DRAGONTRAIL.COM / INFO@DRAGONTRAIL.COM

Dragon Trail China Digital Marketing - Dec 2010

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