Background
To promote local and short-distance travel, the Hebei Provincial Department of Culture and Tourism launched the “Micro-Travel in Hebei” campaign, aiming to strengthen brand awareness and attract tourists from the Beijing-Tianjin-Hebei region.
Core Strategy
Targeted Hubs: Focused on major high-speed rail stations such as Shijiazhuang, Baoding, and Xingtai to ensure high-frequency, high-impact exposure.
Integrated Channels: Combined outdoor media with digital engagement through interactive tools like the "Micro-Travel Map" and themed rankings.
Seasonal Timing: Leveraged peak summer travel season to maximize visibility and audience engagement.