China’s traveler demographic is shifting. A new wave of “free and independent” travelers has emerged, leaving a lot of US destinations clueless on how to capture their interests. To meet this challenge, San Francisco Travel Association partnered with United Airlines to create an engaging and interactive campaign on WeChat.
Our goal was to create a campaign that would increase San Francisco Travel Association's WeChat follower growth, enhance brand awareness for United Airlines and San Francisco, and inspire travelers to visit the city by positioning it as a unique and vibrant destination. We integrated SFTA’s communication theme, “The first time, every time,” into a WeChat campaign called Pantone Color SF, through which we increased engagement and follower retention via an interactive and creatively-driven concept. Users would give iconic locations in SF a unique color name based on emotions they felt when visiting or viewing images of these attractions. To encourage users to participate, we partnered with United Airlines were able to tre encouraged by the prospect of winning giveaway prizes.