Lushan Mountain Multimedia Campaign Designed to Tap International Markets
Lushan Tourism Co., Ltd., the team behind one of China’s prime tourist destinations — Lushan Mountain, is seeking to improve its “brand recognition” within global markets and attract more international clientele. In late 2011, the resort selected PR Newswire, the world’s leading distribution network for corporate messaging, for the launch of an extensive, multi-pronged, global promotional campaign. Press releases and multimedia content describing Lushan Mountain were distributed by PR Newswire in 10 languages to more than 40 countries and regions worldwide. It is one of the largest overseas promotions by a Chinese tourist destination in recent years.
Foreign missionaries started to erect villas on Lushan Mountain as early as the 19th century, and the mountain was designated by UNESCO as a World Heritage Site at the end of the last century. The resort, long popular with Chinese travelers, is now aiming to attract more foreign tourists. PR Newswire’s press release distribution network helped Lushan Mountain tell the world its story.
As part of the comprehensive campaign, Lushan Mountain issued a multimedia news release through PR Newswire. The resort is at the forefront of companies and organizationsacross China choosing to include multimedia content as part of their campaign strategy. Tools including video, photos and social media sharing buttons were added in a featured news release page customized using visual elements of the resort. The news release was distributed to more than 5,000 media outlets and over 130,000 journalists and displayed on nearly 300 websites. The videos included in the news release have been viewed over 20,000 times.
PR Newswire increased the impact of the campaign by simultaneously displaying the video and photo montage in a video clip above Times Square, New York City’s busiest intersection. The clip ran more than 200 times and was visible to more than one million people during the screenings. During the same time period, a film short about the resort was played on Continental Airlines flights for a month. More than 1.2 million passengers from the U.S. and around the globe had a chance to become acquainted with the beautiful scenery that characterizes Lushan Mountain while in flight.
Lushan Mountain Resort is finding a new way to tell the world its story, and through its cooperation with PR Newswire, it hastaken a bold and sure-footed step.
CONTACT: Chen Lei, Lushan Tourism, +86-792-829-8582