PR89813

SANYA, China, May 30, 2021 /PRNewswire=KYODO JBN/ --

The South China city of Sanya collected a silver and two bronze awards at the

IAI(http://www.iaiad.com/en) Festival and Travel Awards ceremony held in

Beijing on the evening of May 28, 2021, at which winners of the coveted honors

were announced. Most noteworthy, the Wonderland Sanya campaign, created by the

Sanya Tourism Promotion Board (STPB), won the silver award in the Cultural

Tourism IP category. The Sanya International Travel Destination-Integrated

Marketing Communication campaign and the 2020 TOP 50 Travelers Conference,

co-hosted by STPB and Qyer.com, garnered two bronzes in the Brand Marketing

category.

"STPB has taken an open and novel approach to exploring the integration of

culture and tourism as a part of its ongoing efforts to promote Sanya as a

travel destination," said STPB executive deputy director Wu Xiaolin during her

speech at the ceremony. "With an open mind, we welcome any and all proposals

for new products and campaigns based on a joint marketing model. We will

continue to grow the brand by expanding on the reasons that a traveler might

choose Sanya as a destination, whether it be the value proposition or the

lifestyle options that the city offers, or simply the many ways that holiday

makers can have fun there. We actively seek to bring on board high-quality

projects, develop new tourism models based on the most demanding of standards

while continuing to amplify the message that has successfully branded Sanya in

both domestic and international markets as a travel destination of choice. The

aim is to make contributions to the development of Sanya as a world-class

tourism locale alongside the establishment of the Hainan Free Trade Port."

STPB launched the promotion campaign themed Wonderland Sanya in December 2020

after completing an analysis of traveler preferences and segmenting source

markets based on an in-depth study of the local tourism market. Targeting major

consumer groups in the 18 to 35 age bracket in tandem with themes that are more

relevant to young consumers, the campaign has attracted an increasing number of

domestic travelers who had given up their international travel plans due to the

Covid-19 pandemic. The creator of the campaign leveraged the city's tourism

resources in a move to attract the targeted younger demographic, which, in

turn, helped to boost the development of the market.

As for marketing communications, STPB has rolled out a new joint marketing

model by integrating product and media resources in tandem with market needs.

With an increased focus on the collection of tourism-related data and updates

to the subsidy policy, alongside the city's branding efforts and public-private

joint marketing, the Board is proving successful in facilitating the rapid

recovery and return to steady growth of the tourism market.

Going forward, STPB plans to raise awareness worldwide of Sanya as a

warm-climate, seaside travel destination by adding the following to-dos to its

roadmap:

- Constantly research and put into action marketing models that are in line

with the current development trends of the local market;

- Combine the hosting of innovative offline marketing campaigns with the

construction of an online platform that re-enforces the messaging that

highlights the uniqueness of Sanya as a travel destination;

- Create different promotional themes for each target market, including, among

others, as a spot for destination weddings, health and wellness tourism, as

well as a vacation destination with something to offer every member of the

multi-generational family.

Source: Sanya Tourism Promotion Board

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   Caption: Sanya, China Takes Home One Silver and Two Bronzes at IAI International Travel

Awards Ceremony