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China calling

Media campaign is big success

From left to right, Rob Lang, LIU Junjie, CHEN Hanxue, Graham Kelly, VisitScotland Market Manager China & East Asia, and Alice Hews. Photographer: Graham Clark

As Chinese New Year starts, Edinburgh has extra cause for celebration as a social media campaign developed to bring Chinese visitors to the city has been declared an incredible success by VisitScotland.

The Edinburgh Chinese Social Media Campaign, launched in November 2016 by the Edinburgh Tourism Action Group, has acquired almost 60,000 followers and received 66 million impressions across its channels.

Supported by a £40,000 VisitScotland Growth Fund award, it has been a dynamic and influential collaboration of China-focused businesses, securing 21 private sector industry partners, as well as providing Chinese social media briefings to 75 businesses and sharing best practice with 132.

Edinburgh businesses are already seeing the benefits with participating businesses like Edinburgh Castle, Haggis Backpackers and Laing the Jeweller reporting 20 to 40 per cent increases in visitor numbers respectively. Five additional partners, including University of Edinburgh and the Palace of Holyroodhouse, joined the campaign as its success continued to grow.

The campaign looked to position Edinburgh as a “must-see” destination for China inbound visitors and contribute to the city’s ambitions to double Chinese inbound tourism by 2020. It used influential Chinese social media sites, Weibo and WeChat, to serve up tips, itineraries and promotions in Mandarin from the city’s most popular tourism businesses, recommending key points of interest for Chinese travellers, such as history, architecture, film locations and shopping.

Adverts and promoted posts on social media and digital campaigns also promoted the destination in key cities such as Beijing, Shanghai and Guangzhou.

The increased availability of Edinburgh’s official channels on Chinese social media resulted in organisations like National Geographic Traveller China and China Central Television looking to work with the campaign on projects which include a wedding photoshoot and a live-stream of the Giant Lanterns of China at Edinburgh Zoo.

China is an important and growing market for the Scottish tourism sector with Edinburgh being the most popular UK destination after London. Edinburgh Castle figures reveal that over 177,000 visitors of Chinese origin visited the landmark attraction in 2017.

The campaign is part of the city’s China-Ready initiative – launched by ETAG in 2015 and supported by Scottish Enterprise – which has seen over 200 hotels, visitor attractions, universities, festivals and retailers across the city engage with cultural awareness workshops, guides and meetings aimed at increasing Chinese visitor numbers and developing the city’s position as a China friendly destination.

Rob Lang, Chair of Edinburgh Tourism Action Group’s China Ready Initiative, said: “The support from Edinburgh’s tourism businesses – as well as VisitScotland’s Growth Fund and Scottish Enterprise – has enabled the destination’s first ever social media channels in China to exceed all our expectations. We’re ranked among the Top 10 WeChat city accounts worldwide and our city Weibo campaigns have been seen over 60 million times in China. Working collaboratively has helped us put Edinburgh and Scotland in the best possible position to benefit from the world’s largest outbound tourism market.”

Graham Kelly, VisitScotland Market Manager China & East Asia, said: “The Chinese market has huge growth potential for tourism in Scotland so it’s fantastic to see the phenomenal success of the Chinese Social Media Campaign.

“Supported by our Growth Fund, it has helped position Edinburgh as a “must see” destination for visitors from China. It’s great that Edinburgh businesses are already reaping the benefits and I look forward to welcoming many more Chinese visitors as this campaign continues to go from strength to strength.

“Partnership and collaboration is at the heart of Scottish tourism and VisitScotland works with local industry to develop and deliver innovative initiatives that grow the visitor economy.”

Danny Cusick, Director of Food and Drink, Textiles, Tourism and Fintech at Scottish Enterprise, said: “The Edinburgh China Social Media Project is an excellent example of how Scottish Enterprise acts as the catalyst for developing new market opportunities, driving innovative new approaches and partnership investment. Scottish Enterprise staff have worked with the Edinburgh tourism industry to create unique new “pay to play” partnership model for the China market, which has resulted in investment by 21 tourism businesses, alongside Scottish Enterprise and VisitScotland. This collective “Team Edinburgh” approach has demonstrated great results, with many partners reporting significant growth of between 20% – 40% in Chinese visitor numbers and spend.”

The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience the true Spirit of Scotland. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets

For more on the Edinburgh China Ready Initiative go to www.etag.org.uk/china/

For more on the VisitScotland Growth Fund go to www.visitscotland.org

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  190. Fingers down, Apple’s app retail store wins by a mile. It truly is a large selection of all types of apps vs a as an alternative sad range of a handful for Zune. Microsoft is made up of Designs, specially inside of the realm of video games, yet I am not of course I’d will need in direction of guess upon the long term if this portion is substantial toward oneself. The iPod is a considerably superior preference within just that circumstance.

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  210. Apple previously incorporates Rhapsody as an app, which is a superior start out, however it is at this time hampered through the incapacity to shop regionally on your iPod, and includes a dismal 64kbps little bit price tag. If this modifications, then it will fairly negate this usefulness for the Zune, nevertheless the 10 tunes per month will even now be a massive moreover within just Zune Pass’ prefer.

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  221. I will equipment this analyze toward Two layouts of americans: latest Zune homeowners who are thinking of an upgrade, and These trying in the direction of choose concerning a Zune and an iPod. (There are other players value thinking of out there, which include the Sony Walkman X, still I assume this provides oneself adequate information and facts in direction of create an informed decision of the Zune vs players other than the iPod line as well.)

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  226. The Zune concentrates on being a Transportable Media Player. Not a website browser. Not a recreation machine. Possibly within the long term it’s going to do even greater in just people areas, nevertheless for presently it can be a exceptional route in direction of arrange and listen to your audio and flicks, and is with out peer within just that respect. The iPod’s benefits are its world-wide-web going to and apps. If those reliable far more compelling, perhaps it is your great determination.

  227. The Zune concentrates on getting a Portable Media Player. Not a world wide web browser. Not a activity machine. Potentially inside of the long term it’ll do even greater in those areas, nonetheless for currently it is really a exceptional direction to prepare and pay attention in the direction of your music and motion pictures, and is with out peer in that regard. The iPod’s pros are its internet browsing and applications. If those sound even more compelling, probably it is your suitable decision.

  228. The Zune concentrates on remaining a Portable Media Player. Not a website browser. Not a game machine. Probably inside the potential it will do even better in just people areas, however for at this time it really is a Wonderful direction to set up and listen towards your music and films, and is without the need of peer inside that regard. The iPod’s pros are its web traveling to and programs. If these good extra powerful, potentially it is your great option.

  229. Zune and iPod: Utmost americans look at the Zune to the Touch, nevertheless when seeing how slender and shockingly minimal and gentle it is, I acquire it in direction of be a fairly exceptional hybrid that combines qualities of either the Contact and the Nano. It truly is rather vibrant and beautiful OLED display screen is a little smaller than the touch screen, yet the player itself feels reasonably a bit lesser and lighter. It weighs over 2/3 as substantially, and is significantly more compact inside width and top, whilst becoming accurately a hair thicker.

  230. The contemporary Zune browser is surprisingly favourable, however not as favourable as the iPod’s. It performs very well, but just isn’t as instant as Safari, and is made up of a clunkier interface. If on your own often program on having the web browser that’s not an issue, nonetheless if you’re building towards browse the world wide web alot versus your PMP then the iPod’s more substantial display screen and greater browser could possibly be crucial.

  231. Zune and iPod: Optimum people today look at the Zune toward the Touch, however as soon as seeing how skinny and astonishingly lower and light-weight it is, I try out it towards be a instead distinctive hybrid that combines features of the two the Contact and the Nano. It is extremely colourful and beautiful OLED display is slightly scaled-down than the contact screen, nonetheless the participant by itself feels reasonably a little bit lesser and lighter. It weighs regarding 2/3 as substantially, and is significantly smaller within width and height, despite the fact that currently being simply a hair thicker.

  232. Thank you for posting this awesome article. I’m a long time reader but I’ve never been compelled to leave a comment. I subscribed to your blog and shared this on my Twitter. Thanks again for a great post!

  233. Apple at the moment includes Rhapsody as an application, which is a best start, nevertheless it is now hampered as a result of the inability in direction of retailer domestically on your iPod, and consists of a dismal 64kbps little bit price. If this alterations, then it will rather negate this comfort for the Zune, but the 10 songs for every month will nevertheless be a substantial in addition in just Zune Pass’ desire.

  234. Youre so cool! I dont suppose Ive read anything like this before. So nice to find any individual with some authentic ideas on this subject. realy thank you for beginning this up. this website is something that is wanted on the internet, someone with a little originality. useful job for bringing one thing new to the internet!

  235. Youre so cool! I dont suppose Ive read anything like this before. So nice to find any individual with some authentic ideas on this subject. realy thank you for beginning this up. this website is something that is wanted on the internet, someone with a little originality. useful job for bringing one thing new to the internet!

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  237. This is getting a little bit further more subjective, but I a lot choose the Zune Current market. The interface is vibrant, is made up of further flair, and some amazing attributes such as ‘Mixview’ that permit by yourself all of a sudden perspective very similar albums, music, or other people identical toward what you happen to be listening toward. Clicking upon a single of all those will heart upon that products, and one more preset of “neighbors” will appear into view, allowing for by yourself towards navigate over exploring by way of related artists, audio, or consumers. Talking of buyers, the Zune “Social” is on top of that exceptional pleasurable, permitting you find other individuals with shared tastes and starting to be friends with them. Oneself then can pay attention toward a playlist produced primarily based on an amalgamation of what all your buddies are listening toward, which is moreover interesting. People apprehensive with privacy will be relieved to realize oneself can stop the general public in opposition to looking at your unique listening behavior if by yourself as a result select.

  238. Zune and iPod: Highest folks examine the Zune towards the Contact, however soon after observing how slim and remarkably minor and gentle it is, I contemplate it toward be a as a substitute distinctive hybrid that combines features of possibly the Touch and the Nano. It is unbelievably colorful and gorgeous OLED display screen is slightly more compact than the touch screen, but the participant itself feels Really a bit lesser and lighter. It weighs about 2/3 as significantly, and is significantly smaller sized inside of width and height, though getting simply just a hair thicker.

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  240. I will devices this analyze in direction of Two designs of us residents: recent Zune owners who are looking at an up grade, and Those striving towards decide among a Zune and an iPod. (There are other gamers significance thinking about out there, including the Sony Walkman X, however I expect this features oneself more than enough facts to create an informed decision of the Zune vs avid gamers other than the iPod line as very well.)

  241. There is noticeably a bundle to know about this. I assume you made sure good points in options also.

  242. Apple previously consists of Rhapsody as an application, which is a best begin, yet it is presently hampered by the incapability to shop regionally on your iPod, and consists of a dismal 64kbps bit selling price. If this alterations, then it will to some degree negate this benefit for the Zune, nonetheless the Ten tunes for every thirty day period will nevertheless be a huge furthermore within just Zune Pass’ like.

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  245. Apple already consists of Rhapsody as an application, which is a Wonderful start, yet it is at present hampered via the inability in the direction of keep locally on your iPod, and is made up of a dismal 64kbps bit selling price. If this adjustments, then it will considerably negate this ease for the Zune, still the 10 audio per month will nonetheless be a huge plus inside of Zune Pass’ prefer.

  246. There is noticeably a bundle to know about this. I assume you made sure good points in options also.

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