Travel Marketing Case Study
REGION OF VALENCIA CAMPAIGN
The Region of Valencia is one of Spain’s most diverse travel destinations, known for its Mediterranean coastline, historic cities, cultural heritage, and culinary traditions.
To increase awareness among Chinese travelers, they partnered with our team to build visibility across key Chinese digital platforms and drive interest in travel to Valencia through organic and paid digital campaigns.
The Challenge
The challenge was to introduce the region to Chinese travelers less familiar with its offerings while conveying its cultural appeal, lifestyle experiences, and seasonal travel inspiration.
This required adapting destination messaging to local digital behaviors, selecting the right platforms for reach and discovery, and generating measurable engagement within China’s fast-moving travel content ecosystem.
Our Solutions
We developed a multi-platform travel marketing strategy in China to build awareness and drive interest among Chinese travelers, activating key social and OTA platforms to connect Valencia with engaged audiences.
OTA Advertising Campaigns
- Executed brand awareness campaigns across major Chinese travel platforms, including Mafengwo, Tongcheng, and Qunar, to reach travel-oriented users actively researching international destinations.
Multi-Platform Social Media Management
- Managed Valencia’s presence on Xiaohongshu and Weibo, adapting content formats to each platform to maximize reach and engagement.
- Produced long-form WeChat articles showcasing Valencia’s culture, landmarks, and travel lifestyle while maintaining consistent brand storytelling.
Influencer Marketing on XHS
- Ran small-scale KOL campaigns on Xiaohongshu alongside each OTA campaign to support advertising efforts.
- Reinforced destination themes through influencer content, increasing discovery, credibility, and peer-driven trust among target audiences.
The Results
The campaign delivered strong visibility and engagement across key travel platforms in China. Through a combination of OTA advertising and social content distribution, Valencia achieved meaningful reach among Chinese travelers exploring international destinations.
2.7M
impressions on Mafengwo
36,000+
clicks from campaign placements
30,000+
reads generated across four WeChat articles
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TRAVEL MARKETING IN CHINA FOR FOREIGN BRANDS
Chinese travelers plan across social platforms, search engines, and OTAs long before they confirm a booking.
Designed around these user behaviors, our campaigns help foreign brands build relevance across the channels local tourists use to research, validate, and plan outbound trips.
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