Tahoe is an easily accessible destination for Chinese travelers from U.S. West Coast entry points and serves as a new and exciting destination for them to explore due to its offerings of both outdoor and gaming pursuits that are attractive to the China market. Reno Tahoe sought to promote further the destination and bolster its brand in the Chinese market, particularly targeting China’s top gateway markets.
Client
Reno Sparks Convention and Visitors Authority
Industry
Tourism
Services
PR & Media Relations
Travel Trade & Product Development (Tourism)
Digital Marketing & Social Media
The Solution
Charged with launching Reno Tahoe tourism promotions in the Chinese market for the first time, PTG Consulting implemented a multidisciplinary strategic plan that catered to Chinese consumers, travel trade, and media . PTG Consulting identified and targeted the ideal traveler for Reno Tahoe - affluent, well-traveled visitors and those interested in niche activities like winter adventure tours and golf. To support sales and marketing initiatives, PTG Consulting endeavored to build brand awareness, establish industry relationships, and support the growth of arrivals from China by targeting travel trade that reached the destination’s target consumers and already sold trips to cities in the western region of the United States.
The Results
PTG Consulting ran a successful multidisciplinary campaign with the following results:
Conducted 478 face-to-face meetings and sales calls with Chinese tour operators, travel agents, wholesalers, airlines, and OTAs resulting in new Reno Tahoe product development
Conducted 11 FAM trips for 31 high-profile tour operators and media partners in key Chinese outbound markets
Planned and conducted 29 destination trainings on Reno Tahoe to travel trade partners in Beijing, Shanghai, Hangzhou, Guangzhou, and Shenzhen
Engaged Chinese travel trade partners at 11 tradeshows and events, inclusive of the Brand USA Shenzhen Roadshow and Brand USA China Sales Missions in Beijing, Shanghai, and Guangzhou; CITM; IPW; ITB China; and SWTF
Developed a Chinese travel trade database for Reno Tahoe consisting of 275 key wholesalers, tour operators, travel agents, key OTAs, and bespoke agent contacts
Secured more than 820 media placements with an advertising value of $297,447,122
Developed and managed WeChat and Weibo social media accounts direct to consumer destination awareness resulting in more than 1,000 social media followers and 144,787 impressions over a five month period
Launched and managed Reno Tahoe Chinese language website
820+
Media placements
$297 million+
Public Relations ad value
40
Training sessions, tradeshows, and events
11
Familiarization trips