Suzhou Tourism

Situation

As North American travelers began to seek more off-the-beaten-path experiences in China, secondary cities with desirable attractions and existing tourism infrastructure were well poised to capture more share from this high-spending market. PHG Consulting was tapped to help generate consumer interest in Suzhou’s UNESCO World Heritage classical gardens, rich culture, and ancient architecture through trade relations, media outreach, industry and consumer events, and a robust social media program.

Approach

  • Execute a comprehensive research study to assess perceptions and behaviors among the North American consumer and travel trade; study results were used to develop an integrated marketing strategy rooted in research  
  • Create a plan with the ultimate goal of driving arrivals, length of stay, and spend from the North American market

Our Solution

  • Developed and managed traveltosuzhou.com as the official website for North American travelers
  • Introduced Suzhou Tourism to North American travel agents and operators that specialize in selling Asia
  • Represented Suzhou at major North American travel events including the USTOA Annual Conference & Marketplace and New York Times Travel Show
  • Worked with the local receptive operators in Suzhou to develop and upgrade tourism product for the North American market
  • Engaged in ongoing proactive and reactive media relations
  • Developed multiple large-scale events to engage with the travel trade, media, influencers, and consumers
  • Produced multiple online sweepstakes and contests
  • Coordinated and host FAM trips for media and members of the travel trade
  • Created and managed Suzhou Tourism channels on Facebook, Twitter, YouTube and Instagram
  • Issued a bi-monthly newsletter to the travel trade

Results

  • Built awareness of Suzhou in North America as a desirable travel destination with the ultimate goal of driving arrivals, length of stay, and spend
  • Generated more than 1.9 billion media impressions in the first two years of the campaign
  • Travel + Leisure named Suzhou one of the “50 Best Places to Travel in 2017”
  • Exceed audience growth rates by establishing a sustainable and engaging social media program across multiple platforms


Visit Suzhou Website

Our Work

Services Provided to Suzhou

Travel Trade Representation & Outreach
We help our clients build relationships with tour operators, travel agents, travel trade, and other business-to-business groups that increase awareness of their destination and drive more arrivals.
Tourism Product Development
We analyze and evaluate existing tourism product, identify appropriate and profitable segments, and respond to market challenges by recommending enhancements to improve the customers’ experience before, during, and after their trip.
Web Development
We create engaging, responsive websites that inspire and educate visitors.
PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.
Social Media
Our integrated, multi-faceted social media approach creates awareness, engagement, and loyalty for your destination or hotel while building a virtual community across platforms.
Training Solutions
Our accredited training team offers professional development services in hospitality and destination management, hotel revenue and distribution, and group sales. We create and deliver custom workshops, classes, and extended courses for a broad range of audiences and topics.
Marketing Campaigns & Advertising
An integrated marketing campaign that incorporates both traditional and digital channels will keep your company or organization in focus. We design strategic marketing and advertising plans, gather and create image and content components, and implement and track placements to ensure success.
Digital Marketing
Today’s consumers look to real-time video and inspirational images more than ever as they are making their purchasing decisions. We will help you capture their attention by providing a complete suite of digital marketing services including campaign design, website development, search engine optimization (SEO) and marketing (SEM), regional programs, and promotions.
Events
Our team creates innovative trade, media, and consumer events, handling all of the details from start to finish.

How May We Help You?