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Project background

To expand Shandong’s inbound tourism market，Further enhance the international reputation of Shandong tourism，Increase the promotion and marketing of Shandong’s tourism resources and products in the U.S. market，In 2017, the Shandong Provincial Department of Culture and Tourism (formerly the Shandong Provincial Tourism Development Committee) followed the integration of online and offline activities，Image Marketing、Information Marketing、Tourism marketing ideas combined with product marketing，Increase tourism promotion and marketing efforts in the US inbound market，Carry out US inbound tourism marketing work。

Commissioned by Shandong Provincial Department of Culture and Tourism，Our company carries out Shandong Province inbound tourism marketing project in the US market，Project includes inbound tourism brand building、Inbound tourism product optimization、Travel agent channel development and management、Media placement、Five parts of marketing activities，The project execution period is one year。

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Project content

1. Shandong inbound tourism brand building

Brand building system includes US market promotion logo、Promotion slogan、Promotional poster、Promotion brochure、Promotional videos and souvenirs, etc.。

(1) Relying on the characteristics of Shandong tourism resources，And the advantages of being the birthplace of Confucian culture，Combined with American consumers’ travel 188bet app preferences，Refining the iconic tourism element symbols of Shandong tourism in the international market，Use an abstract image of Confucius，Creative design of Shandong Tourism US market image logo。

(2) Tourism image logo design echoing “Friendly Shandong”，Combined with Shandong Culture Study and Tourism Theme，Based on the thinking habits and language usage habits of consumers in the US market，Use powerful and contagious words，Creative design of Shandong tourism promotion slogan，Stimulate the audience’s willingness to travel to Shandong。

Visit Shandong，Meet Confucius！（Visit Shandong，Meet Confucius！）

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2. Shandong inbound tourism product optimization

Comprehensive review of Shandong tourism resources、In-depth research，Form a team of experts，Coordinating American travel agents，from quarter、Topic、Target customer group and other dimensions，Optimizing inbound tourism products for the US market in Shandong Province，Develop an annual inbound tourism route product strategy with the theme of cultural study tourism products。

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3. American travel agent channel development and management

A total of 3 travel wholesalers and 1 online travel platform were selected in the United States as Shandong Tourism’s US cooperation channel for in-depth cooperation，In addition, 9 travel agency stores were selected as the Shandong Tourism US Marketing Center，Open up 10 channels for American universities and Confucius Institutes。

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Project innovation and communication effect

Carry out Shandong Tourism US inbound tourism marketing work，And make tourism marketing work effective，Achieve long-term and stable development，Must innovate in ideas，Improving the scientific nature of marketing through field research，Improve the conversion rate of tourism destination marketing in a targeted manner。The overall marketing of the U.S. inbound tourism market in Shandong Province is based on the statistical data of tourists entering Shandong from source areas、Line Products、Current business of travel agencies in the province、Complete and analyze the current status of tourism communication and media placement，Combined with precise research on the outbound population in source areas，Thus formulating a pragmatic and effective marketing plan。

In terms of marketing strategy，Shandong Tourism US Marketing from Brand Building、Product optimization、Channel expansion and construction、Marketing Center Construction、Media placement and offline marketing activities、The travel expert program and other aspects have closely cooperated with Shandong Tourism’s cooperative travel agencies in the US market for marketing and promotion，Form an integrated marketing system in the American customer source market。The project has been successfully implemented in the US market for one year，“Visit Shandong，The brand image of "Meet Confucius" has already gained certain popularity and influence in the American market。

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About the author

Liu Yang，Expert from China 188bet Online Sports Betting and Casino Travel Service Association Research Center、Deputy Secretary-General of the Study and Travel Working Committee of the Chinese Red Culture Research Association、General Manager of Destination Marketing of Hong Kong Chaofan Group。Graduated from the Computer Science Department of Zhengzhou University，University of International Business and Economics MBA。Has rich experience in overseas marketing of Chinese cultural tourism，was in charge of Beijing、Shaanxi、Shandong、Sichuan、Henan、Chongqing、Jiangsu、Anhui、Gansu、Hangzhou、For North America、Europe、Southeast Asia、Inbound tourism marketing and global new media marketing projects in Japan, South Korea and other regions。

*We welcome pre-orders and have a chance to get the author's signature.Contact: Shi Yanbing，WeChat ID: bing878919，Mobile number: 18515550582