The Shandong Tourism Master Plan is a 10-year plan for tourism development in one of China's most populous provinces with a population close to 100 million people. The plan deals wth a range of aspects including coastal planning, senior tourism, rural tourism, human resources development and marketing and branding. The marketing challenge is to move from mainly domestic tourism market to international market attractiveness, targeting visitors from the region (Japan, Korea, Taiwan, Singapore, etc.) as well as longer haul markets in Europe and the USA. We made various campiagn recommendations and suggested a suitable brand evolvement strategy and marketing mix
The marketing strategy proposed a dual positioning of Shandong being both the heartland of Chinese wisdom (Confucius, Sin Zhu, sacred Mt Tai and others) and an area of much enjoyment (Tsingtao beer, 40% of China's wine production, a long and varied coastline, great food, etc.) We proposed 2 campaigns: one aimed at the domestic market during the winter and shoulder seasons when they need more tourism traction and an international campaign to promote the learnings and wisdoms of Shandong. Online marketing was proposed as a key focus of market awareness and conversion and there is a big opportunity for MICE development and promotion
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