Within the 2018 EU-China Tourism Year Media Hosting Programme, ETC hosted a total of 14 Chinese influencers who produced and shared content about unique pan-European travel experiences with their extensive fan base. The programme was articulated around two different types of influencers, namely Chinese celebrities (Ambassadors) and Key Opinion Leaders (KOLs) such as bloggers, video bloggers and other content creators.
The Key Opinion Leaders (KOL) programme allowed Chinese digital influencers to immerse themselves in “Destination Europe” in order to create and share compelling and engaging stories about pan-European travel experiences on their channels. ETC selected 10 KOLs who were sent on individually tailored trips in collaboration with the hosting DMOs and their partners. Nearly 400 pieces of content were produced over the course of the programme, which ran from May 2018 to March 2019. The content garnered over 111 million impressions.
In addition, 4 official ECTY Ambassadors were nominated as part of the programme: Chinese actors Mary Ma, Timmy Xu, Elvis Han and singer Mao Buyi. The Ambassadors embarked on a Eurotrip and starred in a series of promotional videos, acting as advocates for ECTY and “Destination Europe”. Each one of the Ambassadors followed a different itinerary, focusing on a specific theme such as art and culture, food and wine, natural beauty, fashion and design. 14 thematic videos featuring 9 European destinations were produced and promoted on Chinese online media from October 2018 to March 2019. The ECTY Ambassador hashtags were closely followed by Chinese fans, reaching more than 470 million impressions and appearing in over 7.5 million discussions on Weibo.