TOMAbout usInterpublic Group is a global and the largest provider of marketing solutions.130 offices in over 100 countries and 44,000 employees in all major world markets. Our companies specialize in consumer advertising, digital marketing, communications planning, media buying, public relations, and specialty marketing. Our leadership is dedicated, experienced and forward-thinking. IPG agencies create customized marketing programs for many of the world's largest companies through our comprehensive global services. The work our agencies produce helps clients to build brands, increase sales of their products and services and gain market share. Jessy Liu
Account DirectorMona Hu
Account ManagerHang Yang
Senior AssociateEddie Kang
Senior AssociateAdam Wu
Account CoordinatorEngaging, Always
THE OSMarketing masters utilize research tactics to gather and analyze data to customize strategic plan to engage the target audiences.
Strategy that moves people/business.inciteCRL to ensure the maximal satisfaction and operate the execution.navigatethe nerve center consultExperts with global perspective are the asset to serve clients.
The leadership practices and specialists. Creative gurus are gathered to generate the most compelling content and communication platforms.
The idea factory.engage now
Talents think as journalists and strategists to instantly maintain and promote brand image.
The real-time operators.buildInternational studio creates original content ,comprehensive data analysis, and creative platforms.
The production provocateurs.createThings About WS China7Owns Independent and Creative Studio20+ Years in ChinaThe Largest PR Agency in ChinaThe Expert of Digital MediaThe Biggest KOL Database and Network OwnerThe Most Awarded PR Agency in ChinaGreater China PR Consultancy of the Year 2014Most Innovative Agency Awarded by The Holmes Report 2014 In2 SABRE AwardRanked No.1 for Integrated CommunicationThe Agency Winning the Most Digital Awards
APAC Digital Agency of the Year We nurture relationships with key
opinion leaders! Weber Shandwick’s KLOUD ensures
your message cuts through LOUD and
CLEAR.Weber Shandwick KOL DatabaseMediaConsumersTOMFrom brand message creation to KOL selection to reach media and consumer Uncovers the Next generation of cutting-edge designers
Designed with their specific Needs in mind
Powered by a local and global Network of resources A Fashion Lab gathers creative designers and represents top visual contents in China.FN is A Project taken the led by Weber Shandwick to enhance and spread Chinese fashion power toward the world wide.A Platform dedicated to nurturing and promoting the Chinese talented independent designers to world wide. A Professional Association provides personal branding and advertisement consulting, and supports personal business plan.An Co-branding Opportunity to collaborate with top-notch independent designers and fashion brands. 1910’s99 years, 38 markets1960’s49 years, 25+ markets1930’s1940’s1950’s1970’s1980’s1990’s2000’sWe maintain long-term
relationships with clients 81 years, 130+ markets41 years, 50+ markets21 years, 37+ markets11 years, 10markets10 years, 30+markets69 years, 100+ markets71 years, 34markets8 years, 20markets23 years, 34 markets20 years, 30+ markets61 years, 45markets18 years, 25 marketsCurrent Clients of
Weber Shandwick BeijingAbout TOMRecent News:
Feedbacks From Weibo:
IN THE NEWS:
Starting June 13th 2015, the Forbidden City will strictly constrain the number of visitors per day.
In 2008, the forbidden city failed its firstly enforced policy to limit the daily visitors to 80,000, however, it failed due to the incident of consumer’s complaint.
In 2011, the same policy failed again since its announcement, and the number of visitors exceeded 182,000 on the second day during the golden week. This figure even broke the per day visit record since 1990s.
In May 2015, the same policy will re-enforce with amended regulations:
To establish 3 separating area to control the flow
To prohibit speculative reselling of the tickets by real-name purchasing
To avoid extensive crowd by forcing groups to pre-order tickets online
People Mountain People SeaBeijing Population
In 2014, the total residents of Beijing is 21.5 million
8.1 million floating population accounting for 38.1% of the total population.38.1%In 2013, the tourist market received 4.5 million overseas tourists and 247 million domestic tourists.Reference:
China Trade Research, HKTDC, Dec. 2014
Beijing Statistics Bureau Data, Askci, Feb. 2015The Tourism Market of Beijing
Reference:
Beijing Tourism Administration
http://www.bjta.gov.cn/xxgk/tjxx/372299.htmBeijing in the Eyes of Americans Beijing ranked the #2 hottest destination of ChinaWeb search is the main source for information diggingBeijing in the Eyes of Americans
Visual content intrigues the audiences and make it stands out among other research results
Grand events and celebrities’ visiting endorse a cityVideo:
Survey Question:
Do you consider Beijing as a hot-travel destination?
Are you originally from BJ? If not, what is the purpose for you to stay in Beijing?
How long will you spend in Beijing for a normal travel?
Name a few attractions that you have visited in Beijing as a visitor or local-resident, and what makes your selection?
How do you feel about the attractions after you visited them?
What do you care the most when visiting an attraction?
How do you usually allocate your travel cost? E.g. flight ,accommodation, ticket, and etc.
If there is an attraction like TOM, do you want to visit, and what is your expectation? Consumer Summary & Finding:
Tourists are looking for:
Maximizing tourism experience with comfort
Superior service with quality
Enjoyable and cozy visiting environment
Convenient locationTourists are complaining for:
Unenjoyable tourism experience
Disordered administration
Crowd control
Facilities Faults
Unmannered receptionistsConsumer Insight:
I am always on the go even when I am travelling.
I am feed with all types of information living in the new media era.
Thus, I am empowered with a say in what to do, where to go, and how to get there.
I look for an attraction that is catering to my visit experience in all perspectives, and an unique and innovative attraction is appealing.Celebrities & KOLs & Media Finding:Interactive experience shall be delivered throughout the journey in additional to the state of art technology.
Endorsement is a must to communicate with the TAs to influence the consumers with in-depth content vividly.
Sustainable development is a focus to maintain its comparative edge.Celebrities & KOLs:Lu Han
Singer / ActorJi Ke Jun Yi
SingerJiang Peng
DesignerMedia:Stella Yu
Senior EditorAi Jun
JournalistZhang Dan
Senior EditorYuan Shuai
EditorLi Meng Xia
Media Creative HeadWHY THERE IS
A MARKET FOR TOM
IN BEIJING ?Main Selling Point:5D Engaging AttractionA Non-Stopping Interactive JourneyA Bible of BeijingInnovative and Creative Genius Si He YuanTourists Experience Fulfilling CenterHOW TO
COMMUNICATE WITH
THE TAS ?Chinese Media Trends
Traditional media, e.g. print media, TV media, radio, is still the mainstream source for most consumers.
Digital media, e.g. Weibo, APP, We-Chat, are the new platforms to feed information to young consumers.Channel for TAs to Generate News and InformationChinese Media Landscape
Media CategorySocial MediaTraditional MediaTVWEEKLYNPMAGAZINERADIODMPerformancePrint DIGITAL ; Digital CONTENTS DEVELOPERSMedia groups grow bigger and bigger
Communication efficiency will diminish
National vs. local, more sophisticated
Profit driven and costly Very sophisticated and of great potential for communication
Relatively tricky to manage, must use cautious
Proves effective and direct for interacting with audience
Cost efficientMerging and complimenting with each other.Media StrategyFully leverage traditional media to build and expand brand’s awareness and reputation
Raise consumer’s attention and interests through online media and media’s own digital platform, e.g. app, Weibo, and We-Chat.Media CompositionMedia Category HighlightMedia Strategy - Media Geographic
Target different geographical area media to deliver different messages. · Media Geographic Highlights Nationwide communications on Project TOM’s awareness
Specific communications in North, Northeast and West China to spread brand’s awareness and target to travelling field.
Consistent and highlighted communications in Beijing and its adjacent district to create local attractionsDigital and social comm is critical for our successChina owns the largest internet population in the world
Consumers believe in WOM
Consumers search for recommendations & feedbacksDigital StrategyTOM is the INSIDER GUIDE of Beijing.
TOM is the ALL-IN-ONE attraction in Beijing.TOMConsumersEngageDigital Platform· Owned PlatformWeiboWe-ChatBaidu BaiKeAPPOfficial Website· Paid Platform· Earned PlatformZhiHuDouBanMedia AppTravel AppVideo OTA WebsiteDa Zhong
Dian PingBig Account
About BeijingBeijing Culture
Consultant Team We-Chat : Focus on Interactive and CRM Program to service for potential consumers.Weibo : Maintain high quality contents on official Weibo platform and develop thematic topics to enhance followers’ interaction.KOL Endorsement – Beijing Panel· How : Select KOLs who is proficient in Beijing Culture to become Consultant Team of Project Tom.
· Why : 1. Leverage their understanding of Beijing to endorse for Project Tom.
2. Fully maximize the influence of KOLs to promote Project Tom and engage potential Consumers.
· Who :Celebrities
- Lu Han& Xu JingLei4. Athletes
- Stephon MarburyTarget New Generation Consumers
(15-25, Young and Love to try)Team Leader of Beijing Ducks,
Being Loved by Beijingers.2. Scholars
- Ma WeiDu, Yu Dan, Yang Lan& Guo DeGangProfessors& Well-Known by public.
Endorsement For Project Tom.Know Beijing Well.
Influential and have own platform.5. Parents
- Zhang LiangFashion Model.
Well-known as Good Father.What’s More - “Hi Beijingers, You Don’t Know Beijing !”
Kick-off Warm-Up campaign to create awareness and build expectation in pre-opening phase and drive traffic for Project Tom.Have a simple test and show us, what’s your score !Beijinger
Score:
78
Come
And
Know more about BeijingTailor-made HTML5 Page and let consumers to test their score of Beijing History& Stories.- What’s the means of “鸡贼” ?
- Which Years did Beijing Build Up ?
- Which is the right pronunciation of “影壁” ?What’s More - Viral Video: What’s Beijing To You.
Different People might have different views& thinking for Beijing.
And What is Beijing For these people who stayed here for almost his/her life.
What has changed and what is not. We will always tell you more. What’s More - A Tale of Two Cities· What : To interact with TOM London and experience The Tale of Two Cities in TOM Beijing.
· How: To utilize advanced technology e.g. web-camera to allow visitors to greet the hosting staff in London and overview TOM London with a limited tickets per day.
· Why : 1. To create enriched angle for communication
2. To intrigue the visitors as incentive
What’s More - TOM Beijing Visitor: Your personalized Itinerary· What : To provide the personalized itinerary of a visitor in Beijing.
· How : To keep record of a visitor’s interest and preference during the journey of TOM Beijing with an auto-device.
· What’s even MORE : Free shuttle to your most desire attraction.What’s More - TOM Beijing Visitor: Your personalized Itinerary· What : To provide the personalized itinerary of a visitor in Beijing.
· How : To keep record of a visitor’s interest and preference during the journey of TOM Beijing with an auto-device.
· What’s even MORE : Free shuttle to your most desire attraction.ANY QUESTIONS ?
