AGENCY

Interface Tourism Spain

Spain and China

CLIENT

Dragon Trail Interactive

China

SITUATION

Thinking China presented the experiences of four stakeholders from different tourism sectors in Spain: hotels, tour operators, cultural institutions and casinos. The attendance to Thinking China was free and brought together managers, heads of marketing departments, communication executives, digital-marketing specialists and officers in charge of customer services policies inside the Spanish tourism industry, as well as institutions linked to China and the general public.

Action

The Thyssen Bornemisza National Museum was used as the venue. Its Marketing and Promotion Department lent the Conference Hall for the event, provided the visitors with a guided tour around the permanent collection and offered El Mirador space to serve cocktails. In exchange for being the official media of the event, Hosteltur distributed the invitation to their database and gave two interviews.

A website was designed with a look & feel that reflected the philosophy of the event. The most specialized panelists in the Chinese market were selected to participate, including tour operators, leisure, culture and hospitality experts. These experts included, Mónica Figuerola, business director of Asialink, Evelio Acevedo, director of the Thyssen-Bornemisza National Museum, Juan Carlos Ruiz, marketing director of Grupo Comar and Javier Ponce, director of international projects at Chinese Friendly. 

Results

There were 102 attendees who are now new cognizants of the circumstances facing Spain regarding the Chinese market. In addition, there were 26 press articles / press release reposts, 246 Tweets, 3.868.898 impressions, an estimated reach of 525.647 and the Linkedin post (video and announcement) made 2.584 impressions.  The presence of the Interface Tourism Spain brand was validated as a specialist inside the Travel sector and as an organizer of state-of-the-art events. Relationships with those attending the event were strengthened: mostly agencies, institutions and specialized tourism media (with high potential for future clients). Validation of our brand with national institutions such as Turespaña, Segittur and the Embassy of the People's Republic of China through its third Political Secretary, Mr. Chen Siyuan were achieved.

thinking china invite