Campaign Pitch Presentation

•Tourism city Xi’An China

• McCann Australia Agency• Siyu LEI 195422

McCann Australia Agency

• more than 180 offices in over 120 countries• world’s largest advertising agency network• provide our clients with a completely

integrated and comprehensive marketing services offering

• similar successful HongKong case

Tourism city Xi’anWhat do we know?

• one of the world's four big ancient capitals, the birth place of Chinese culture and the eastern starting point of the Silk Road

• one of the greatest tourist cities in China recent years home and abroad

Current market campaign

• 70 million Chinese visitors and 1.1 million oversea visitors

• Advertisement on Chinese social media and TV show

• Xi’An tourist website

Problems/Issues

• the number of oversea visitors of Xi’an are very small compare with the Chinese visitors.

New marketing strategies

• advertise the city on global social media, such as Instagram, Twitter and Facebook

• introduce movie about Xi’an in English

Communication Tools

• Instagram• Twitter• Facebook• Movie

Changes to current market

• the tourism market for Xi’an will become bigger after these changes and the brand will become more famous.

Conclusion

• Xi’An city can improve tourism industry by transfer the focus advertisement from Chinese market to oversea market

The END

• That’s all for today and thanks for your time• Wish you all the best!

• McCann Australia Agency• Siyu LEI