NYC & Company partnered with Mailman X, a Shanghai-based agency focused on destination marketing for today’s Chinese outbound traveler, to map out how to best showcase the destination to digitally savvy Chinese outbound travelers

In order to grow NYC & Company’s WeChat and Weibo followers, a core positioning statement was created to attract the attention of potential travelers: “There is always something to do in NYC.” A study that identified potential content pillars - such as culture, food, entertainment, and shopping - as well as opinions about New York City held by Chinese consumers was also launched. 

Mailman X utilizes its KAWO marketing technology to understand what’s happening in real-time, whether that’s looking at New York City’s Weibo and WeChat follower and engagement growth, best performing posts, behavioral trends, or what competitors are doing. 

The deep strategy behind New York City’s presence on Weibo and WeChat was effective, as content became more consumer-driven and goals were defined. Weibo followers grew by 49.8% in just three months, and engagement increased by 2400%. In May 2018, Weibo ranked all destination marketing accounts by spread, interaction, and fan impact - New York City ranked as the second most popular destination marketing account after Hong Kong.