We are delighted that our clients and friends over at London North Eastern Railway (LNER) won a CTW Chinese Tourist Welcome Award at ITB China in Shanghai this week for their hard work in the China market.
LNER was awarded the Bronze Welcome Award in the Marketing category. The award was presented by COTRI and the Ctrip Institute for Tourism Studies, and handed to LNER’s representative, our PR and Media Manager Angel Deng, by Professor Dr. Wolfgang Arlt.
LNER has undertaken many activities in the past year to boost their presence in the China market. Since setting up its official Weibo account in early 2018, the account has built a following of 40,000 genuine Chinese followers enthusiastic about UK travel and the train company’s high-quality service for its passengers. This was all achieved through organically generated content and joint promotions with partners.
LNER launched promotional campaigns with Beijing Capital Airlines and Hainan Group to find the perfect Chinese KOL to travel up the East Coast of the UK with LNER, as well as Visit Scotland to encourage Chinese tourists to travel up to Scotland with LNER to celebrate Burns Night.
In December 2018, LNER collaborated with influential KOL, Liu Huan (Queenio), on a blogger trip highlighting the many fascinating UK cities along the East Coast to Scotland – including Lincoln, Leeds, York, Harrogate, Durham, Edinburgh and Inverness. The trip received widespread coverage in Queenio’s in-depth travelogue posted to China’s premier review site platforms.
LNER held their successful “Taste of the Train Tour” media workshop in Beijing in March 2019, attended by 40 representatives from Chinese travel agents, operators and travel media.
Considered the most prestigious prize in the Chinese outbound tourism market, COTRI has held the CTW Chinese Tourist Welcome Awards annually since 2004. In that time, it has awarded over 100 tourism service providers for their dedication to the China market. Award winners gain widespread exposure each year in international printed and digital publications, and are also published on COTRI’s website and across their digital channels.
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