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Destination Marketing Essay

4366 words - 18 pages

Let your soul and spirit fly
Let your soul and spirit fly
PANDA EXPRESS
 ON THE SILK ROAD
PANDA EXPRESS
 ON THE SILK ROAD

TABLE OF CONTENTS

Introduction3 - 5
Introduction of China and its features3 - 4
Marketing objectives of campaign : entertainment 4 - 6
Theme design: Avatar Project 6 - 12
French target markets and motivations 5
Reasons and selection of themes 6
Implementations of a virtual animated journey 7
Different steps (media planning)8
Online network and virtual technology support and promotion9
Management of the effects 4
Budget 5
Evaluations of the outcomes 6
*

A. Introduction

Introduction of China and its features

China is situated in ...view middle of the document...

Much of the landmass is situated in the temperate zone, with the tropical and subtropical zones to the south, and reaching the frigid zone in the north.

Beijing, Shanghai, Guilin, Xian are the five best known tourist cities in China. Beijing is well-known for its mixture of ancient culture and modernation. The most famous attractions in Beijing include the Great Wall of China and the Forbidden City. Shanghai is China's largest and most prosperous city. It is feature a combined culture of East and West.  Guilin is famous among tourists due to its beautiful natural scenery of water and mountains. The Li River, one of the most beautiful river in China, runs through Guilin. A visit to Xi'an is a journey into China's long history. Xi'an served as capital for 12 dynasties over 1,000 years. 

China is a multiracial country with 55 ethnic groups, including Korean, Dai, Hui, Manchu, Mongolian, Miao, Tibetan and some others. The ethnical groups account for only 8 percent of the population. Most of these ethnic people lives in China's southwestern and northwestern frontiers, such as Guizhou, Sichuan, Yunnan province, and Xinjiang and Tibet autonomous regions.

China has been a multi-religion country since the ancient times. It is well known that Confucianism is an indigenous religion and is the soul of Chinese culture, which enjoyed popular support among people and even became the guiding ideology for feudalism society, but it did not develop into a national belief. It makes the culture more tolerant to others.

In China, there are various religious beliefs and practices, including Buddhism, Taoism (native), Islam, and Christianity.

Marketing objectives of the campaign : entertainment

Marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition. Good campaigns follow a theme and include a series of touches with the market.

Our objectives correspond to the goals that must achieve through communication.

We can set goals in three ways:

* Cognitive Objectives: awareness, information of the target
* Conative Objectives: to act, and to make target have a new behaviour
* Affective Objectives: to make love, it is the level of appreciation. Communication is about attitudes. It aims to stimulate interest, desire and preference of individuals.

Our main objectives are:

* Build China destination awareness : A marketing effort can be focused at invigorating interest in a destination that has been on the market for a few time
* Enhance customer relationships: The transformation of people’s behaviours is very important to take into account. Furthermore, we notice that nowadays tools are insufficient. The reality of the choices and behaviours become complex and erratic. Cognitive criteria do not reflect the motivations and products have become very experiential, that is why we want to offer a unique experience to each of them, so that...

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