Tourism New Brunswick

Showcasing Canada's Hidden Gem to Chinese Canadians

01. Background

New Brunswick is home to Canada’s Natural Wonders, amazing seafood, and quite possibly some of the world’s best routes for scenic road trips! We gladly took on the challenge of building Tourism New Brunswick’s digital presence amongst the Chinese Canadian population to generate awareness, widen reach within a new target market, and contribute to driving more visitation to the Atlantic region.

02. Digital Strategy

We ran a 3 month campaign with the intent of not only testing but building Tourism New Brunswick’s digital presence amongst the Canadian Chinese market. Our digital strategy included a coordinated plan to engage our target audience through a combination of paid and earned media. We also focused on driving traffic to our Chinese landing page and social media channels. A key component to the success of our campaign was the creation of an Official WeChat Account for Tourism New Brunswick and pairing it with a content strategy that fostered follower engagement and account growth.

  • Implementation of a translated landing page to capture registrations and promote USPs
  • Utilization of custom QR codes for seamless WeChat integration
  • Identification of target audience and strategic geo locations for Facebook and WeChat campaigns

03. Social Marketing

  • Registration, management, and growth of Tourism New Brunswick’s official WeChat account
  • Strategic WeChat media buys and creation of engaging and timely content
  • Facebook single image, carousel, and video ads to generate awareness
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04. Creative Design

  • Creation and design of branded travel guides and itineraries as incentives for lead capture
  • Creation of custom designed WeChat articles with unique QR banners to drive traffic to the landing page
  • Branded videos for Facebook engagement

05. Results

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