Destination Canada (DC) has been highly successful in promoting Canada to Chinese consumers, resulting in 610,000 arrivals from China in 2016 and a 24% year-on-year growth. China is Canada’s third-largest market in terms of arrivals, and is the second largest in terms of tourist receipts.
Short videos have become extremely popular in China and an effective way to reach younger demographics. According to eMarketer, 42% of China’s population will consume video content by the end of 2017. Based on this information, Destination Canada was one of first NTOs to become interested in leveraging the potential of video marketing.
Dragon Trail produces a bi-weekly 5-minute video for Destination Canada’s “Canada Station”. The production of the videos in China by Dragon Trail provides the flexibility and speed to produce videos focusing on the latest topics. This are also a particularly good channel for targeting younger demographics, as 70% of Chinese short video users are under 34 years of age.
In one “Canada Station” episode, Beijing residents are asked what comes to mind when thinking about Canada: maple leaves, down jackets, French and English, and skiing were some of the answers. Other episodes include host Zhang Litian introducing Canada’s Discovery Pass, which gives free access to Canada’s parks in 2017, as well as footage of and information about the July 2017 celebrations for Canada’s 150th anniversary.
The videos are promoted through WeChat and Weibo, and distributed on video platforms Youku and Tencent Video and short video platforms Miapai and Meipai, resulting in over 50 million page views.