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Seeking 2 lucky families for 30-day world tour
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HANGZHOU is now recruiting two families to act as city ambassadors. The chosen families will be given a 30-day trip around the world with the task of promoting Hangzhou as a tourist destination.
Hangzhou China Global Tour 2015, organized by the Hangzhou Tourism Commission, will begin accepting applications from families in April, when more details will be released.
One Chinese family and one foreign family will be chosen in May. Each family is required to understand Hangzhou culture and its history and have some relationship with the city. At least one member of each family needs to speak fluent English. Other languages will be a bonus.
Australia-based public relations firm Quinn, which ran the “Best Job in the World” campaign to select one person to live on an uninhabited island and write about it, is organizing the Hangzhou project.
The global tour will start in Hangzhou and include stops in the Middle East and Europe before ending in the United States.
The first part of the tour follows the Silk Road, an ancient trade route that was once central to cultural interaction between East and West.
America has been added because “we want to explore the American market,” says Zhao Hongzhong, vice director of Hangzhou Tourism Commission.
Boats, planes and trains will be used to transport the families around the world. All expenses will be covered by the Hangzhou government and sponsors like Costa, a luxury cruise brand. The families will stay at Wyndham Hangzhou Royale Hotel while in Hangzhou.
Before the tour begins, the two lucky families will receive training about promoting the city in June. The tour will start in July.
A media savvy person will accompany the families. The individual needs to be capable of writing articles and making videos and have a strong following on social media.
Last year the city had a similar campaign. Hangzhou hired a “modern Marco Polo” and “the impact went beyond our expectations,” says Ye Hong, vice director of the Hangzhou Image Promotion Center.
She said according to a third-party evaluation by GFK in Germany: During one year the campaign increased Hangzhou’s Facebook followers from 0 to 65,000 people. Each day the posts on all social networks were either liked, commented on, or forwarded 249 times on average.
This year’s tour is expected to have twice the impact. The government has set a goal that at least 50,000 people participate in the activity within one year; more than 500 foreign media cover the story online; a Facebook advertisement is clicked more than 100,000 times, and 200,000 times on YouTube.
The campaign is also expected to generate significant activity on Pinterest, Twitter and Instagram.
The governments or tourism bureaus of Los Angeles, New York, Boston and Venice have already expressed interest in some level of cooperation.
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