05 Apr 2018 / by Brighton Office / in business, China, Client News, communication, Marketing, outbound, PR, social media, travel, UK
Seven UKinbound members collaborate successfully on Chinese press trip
UKinbound member, China Travel Outbound, has successfully collaborated on a major Chinese press trip with six other members of the association. In early 2018, we started conversations with our contacts at National Geographic Traveller Magazine China about visiting the UK to write a 14-page feature to coincide with the forthcoming Royal Wedding.
The senior writer at Nat Geo is Mr Han, a fan of art history and of the UK. We embarked on a project to bring Mr Han, a videographer, and photographer, and Sarah our Chinese PR Director, over to England to write a feature about Royal Britain.
The team went on from London to Dover to see the grandiose White Cliffs and Dover Castle, England’s largest castle. The trip concluded with three nights in Brighton, organised in collaboration with VisitBrighton. Here, they visited the party palace of another prince – the Royal Pavilion, went to a pub, saw the Seven Sisters, and even stayed out til the wee hours at the student night at one of the seafront clubs.
We organised exclusive interviews with the museum curators, directors and historical experts to ensure that the resulting feature was full of colour and engaging stories about Britain’s royal heritage.
The article hit the newsstands before the Royal Wedding and the associated social media was released on the happy day. With so many partners involved, this was a complex press trip to organise, but the results made it all worthwhile. The feature ran to 22 pages with an overall value of £737,000.
The magazine receives a circulation of 977,000 copies per month, and has a readership of 2,931,000.
The trip received fantastic coverage on National Geographic Traveler China’s official WeChat and Weibo accounts. WeChat has over 1 billion active monthly users, and at the time of writing, the National Geographic Traveler Weibo account has 630,000+ followers. Evidently, these posts had huge potential reach.
The videographer’s beautiful work is showcased in a video of the trip, which featured on various mainstream Chinese video websites under official National Geographic Traveler accounts, including Tencent, Tudou, and Youku.
See the video below:
We were delighted with the results of this project, and it was great to see it all come together to promote Britain in such a prestigious title.
Click here to view the National Geographic Traveler Magazine China Royal Britain feature.