Promotion case in circle of friends in tourism industry!

This article shares with you a case study of WeChat Moments promotion in the tourism industry . We promote online travel services to overseas Chinese, gaining over 900 customers with a cost per customer of less than 4 yuan !

Advertiser Rover City Player is a "write anywhere, play anytime" travel OTA platform that can help tourists around the world get a better offline travel experience through sharing travel experiences. City Players is an online travel OTA platform that started from overseas Chinese communities to serve overseas Chinese and introduce overseas local tourism development, promotion and experience.

First, let’s look at the delivery data:

Exposure: 790,000 times

Number of hits: Over 40,000

Overall click-through rate: 5.22%

Converted customers: 905

Conversion cost: 3.87 yuan Promotion product: Online travel service platform serving overseas Chinese

1. Marketing Pain Points

1. The advertising traffic cost of overseas Chinese community in Australia is high;

2. How to leverage the tourism resource advantages of red wine merchants in South Australia to enhance their popularity;

3. There are many competitors in the Australian tourism industry. How to establish the reputation and brand image of a newly established tourism OTA platform?

4. Acquire more customers and secondary customers in the fierce competition of the tourism industry, create unique star tourism products, and increase profit margins.

2. Marketing Objectives

1. Increase brand exposure and visibility;

2. Expand the number of fans of the city player’s official account;

3. Collect potential customer information.

3. Delivery plan

1. Native landing page, AB testing

This time, three native landing pages with similar content were set up: video, single photo of 640x800px, and single photo of 800×640 px, to test the user conversion rate. The test results showed that the opening rate of the outer layer of 640x800px was as high as 7%. At the beginning of the advertising, AB testing was integrated into the advertising plan.

2. Novel themes and precise delivery

This WeChat Moments advertisement is based on the theme of South Australia’s local red wine, and has designed a three-day and two-night South Australia “red wine tour”. Since the theme tourism project is novel, this advertisement is more likely to attract more users with smaller benefits.

This promotion targets people of the right age across Australia, and is targeted at those aged 40-60 who have a strong desire to travel and have achieved financial freedom. The main delivery time is set to 6pm-9pm (Australian time is 7pm to 10pm, taking into account the time difference), and the delivery time lasts for four days.

3. Efficient and flexible, with clear links

Run ads of the type "Promote my official account" to guide users to first follow the official account; after entering the official account, they will receive an H5 link in the welcome message, guiding customers to open the pre-set form link.

4. Timely improvement and content optimization

This time, the WeChat Moments advertisement adopted the form of "Scan the QR code to sign up if interested", leaving the information of customers who are interested in this wine tourism product, including age, contact information, preferences, region, etc., providing important reference for customers' next step of placement and product design;

At the same time, through information analysis of ad browsing users, especially secondary conversion customers, we can optimize the next advertising and product delivery time, content, and target population, and establish a good "product-advertising-market-product-advertising" virtuous cycle.

4. Customer Feedback

The advertiser was very satisfied with the marketing promotion of this event. With up to 900 groups of registered tourists , the revenue brought to us far exceeded the advertising costs. At almost zero cost, we have acquired a series of current and potential business opportunities, including tourism resources and in-depth cooperation. At the same time, consumers gave positive comments. They believed that the travel product was consistent with the description in the advertisement and had rich content. The advertisement itself was concise and clear, and the affordable marketing strategy designed in the advertisement also gave them more motivation to sign up.

In short, not only the product itself, but also WeChat Moments advertising, a relatively new form of advertising for overseas Chinese, can greatly increase the promotion benefits if used and designed properly.

Author: City Player

Source: City Players