• Business objective

    Use the launch campaign to promote Illinois as a travel destination and gain a better understanding of the Chinese audiences’ existing impressions of Illinois.

    • 27,000 participants
    • 1,280,000 impressions
    Our approach

    We asked the audience to share how they would explore Illinois. We also provided the audience four popular categories among Chinese travelers to refer to: road trips, photography, entertainment and food. With the help of travel and lifestyle KOLs sharing their good memories of Illinois, the launch campaign proved to be very effective, because it targeted the audience’s emotional touchpoints and effectively generating organic engagement. The result? Over one million impressions and 5 times more participants than our original KPI