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Creating a new international tourism slogan for the city of Hangzhou

Accurate Group – Hangzhou Tourism Commission Briefing Document

Topic:            ‘The key elements of a city slogan’ – Hangzhou Tourism Commission Brand / Slogan Seminar
Speaker:       Niall O’Reilly, Managing Director Accurate Group Limited (Niall@accuratelimited.com)
Location:       2 Floor, Zhangming Music Library, Hangzhou West Lake 6th Park
Date:              20th February 2014

Dear ……

Thank you for inviting me here today.  I am Niall O’Reilly, Managing Director of Accurate GroupChina Market Makers –, and Director for China, Irish Exporters Association. This is my 25th year in China, the last 8 years of which I have been based in Hangzhou.  Previously I have been responsible for Asia Pacific marketing for two leading USA-based multi-nationals. One of the Asia Pacific marketing campaigns I directed with global advertising agency BBDO won a gold medal at the Malaysia advertising awards.

How to capture the appeal of Hangzhou in one slogan? Read the tea leaves - Hangzhou's Longing (Dragon Well) Tea

How to capture the appeal of Hangzhou in one slogan? Read the tea leaves – Hangzhou’s Longing (Dragon Well) Tea

Impressions of Hangzhou’s Tourism Product

Hangzhou has enormous foreign tourism potential.

  • Some 4 million foreign tourists visited Hangzhou in 2012.
  • Cathay Pacific / Dragonair (Hong Kong), Qatar Airways (Middle East), Ethiopian Airlines (Africa), KLM / Air France (Europe), EVA Air (Taiwan), ANA (Japan) and Asiana Airlines (Korea) now offer direct flights to Hangzhou’s Xiaoshan International Airport.
  • In 2015 China is expected to overtake France as the world’s top tourist destination

It is against such a backdrop that ever pioneering Hangzhou was the first mainland China city to put into practice an ‘open door’ global policy of promoting its tourism industry to more than a dozen new markets including United Kingdom, Germany, France and United States.

Nevertheless, foreign tourists will only be attracted to travel by the quality of Hangzhou’s tourism product which would need to be amongst the very best in China. We would note, for example, while Hangzhou was once a stronghold for Islam in China, with historic Arab connections dating back 900 years, Hangzhou’s tourist product offering for high-spending visitors from the Middle East and the Gulf States arriving in Hangzhou by way of 5 Star airline Qatar Airways is far from world-class.

Moreover, to break into these new markets Hangzhou tourism planners would first need to invest in focused programs which both highlight competitive strengths and positioning and have a track record for consistently delivering outstanding and innovative experiences. The resulting niche tourism products would likely be targeted at high value foreign tourists, encouraging them to either start or end their China trips in Hangzhou.

Hangzhou has strengths in key niche areas of tourism, which, if effectively marketed, will certainly entice this high-spending foreign tourism segment.

  • Cuisine
  • Medical tourism
  • Meeting, convention and exhibition facilities
  • Outdoor adventure
  • Historic and cultural heritage

All of which are covered by Hangzhou’s proximity to Shanghai and the city’s Number 1 attraction: Four seasons of spectacular scenery.

Creating a new tourism catchphrase for Hangzhou

According to the book “Creative Advertising” by Charles Whittier:

“A slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it.”

However, it’s a difficult job to capture the appeal of a destination such as Hangzhou and plug it into a hard-hitting, effective slogan.

Some slogans become real hits

  • Egypt, where it all begins” is the impressive tourism slogan of Egypt, which intends to highlight Egypt’s historic status as a cradle of civilisations
  • It’s more fun in the Philippines” is the cheery / happy travel slogan of the Philippines.
  • 100% pure New Zealand” is the marketing slogan of Tourism New Zealand, which reflects New Zealand’s image as a clean, green, adventure playground.
  • Jump into Ireland, the tourism slogan of Tourism Ireland (north and south) is designed to convey a sense of playfulness and to reflect the stimulating nature of a holiday in Ireland with unforgettable experiences and warm, friendly people.
Other effective slogans which we like are
  • Mauritius – It’s a pleasure” – clean and simple
  • Brazil – Sensational!”

 Some slogans can be vague, unclear and even disturbing

  • I Love (heart) New York” is the travel slogan many others try to emulate, but what does this catchphrase really convey about New York?
  • South Africa: It’s Possible!” is South Africa’s tourism slogan. This slogan gives you no reason to visit South Africa
  • Visit Bangladesh Before Tourists Comewas the tourism slogan of Bangladesh!
  • Colombia: The Only Risk Is Wanting to Stay”, Columbia’s tourism slogan, could potentially cause more harm than good, by highlighting the reality of “risk

Clearly some of these slogans’ unfortunate suggestions could have been caught early with international testing, and I therefore applaud the Hangzhou Tourism Commission and the Hangzhou Office of Foreign Affairs officials who have invited long-time foreign friends of Hangzhou here today to sound out our opinions regarding the four suggested new slogans for marketing Hangzhou in these new markets.

In my opinion, when developing a great inspirational slogan for Hangzhou — I am thinking along the lines of, for example, Subway’s ‘Eat Fresh’, Nike’s ‘Just Do It!; Sony’s ‘Make. Believe’ etc — five key elements need be adhered to:

  1. Recognition. An effective slogan for Hangzhou must stay consistent with the Hangzhou brand name either obviously stated or strongly implied. It’s better to include the name of Hangzhou in it.By putting the Hangzhou name in the slogan, every time people hear it and see it, they re-imprint it and keep it top-of-mind. People identify with the name.
  2. Unforgettable. Some of the best slogans, such as those just highlighted, are still being used today, even though they were launched more than a few years ago.  Such slogans are memorable.
  3. Useful. The chosen slogan should show Hangzhou’s intention and benefits of the tourism product by conveying the message in consumer language. Imply the risk of not using the product. Create a positive feeling for the consumers. – Such a slogan should be beneficial.
  4. Differentiation. In an overcrowded tourism market, brands in the same industry need to set themselves apart through a creative and original slogan.
  5. And finally, keep it simple. Use proven words and short keywords.  Seven words or less: One word is usually not enough.

4 Final Slogans for Promoting Hangzhou Overseas

A diverse representation of 15 foreigners – including company owners, hotel managers, magazine editors and teachers – living in Hangzhou from periods of a year to over twenty years, were assembled by the Hangzhou Tourism Commission and Hangzhou Foreign Affairs Office to choose which one of the following four final slogans created by Shanghai Advertising Company would be best suited to promoting sophisticated brand image of Hangzhou overseas (in particular to reach tourists in Europe and the Americas).

  • Infinitely Hangzhou!
  • Authentic Hangzhou!
  • Hangzhou: Relax, Recharge, Rejuvenate
  • Hangzhou: A Living Poetry

The Shanghai Advertising Company account manager urged those present to consider each slogan in terms of four aspects:

  • “Relevance with Hangzhou City”
  • “Words elegancy”
  • “Pronunciation”
  • “Sense of Picture”

Infinitely Hangzhou!

Even against an appropriate setting of iconic Hangzhou panoramas, similar to “Brazil -Sensational!” or “Mauritius – It’s a pleasure”, for the intrepid tourist planning his/her first trip to China, having already ticked Beijing, Shanghai, and possibly Xian or Guilin, “Infinitely Hangzhou” comes across as rather vague.  Infinitely what? Infinitely full of surprises or infinitely full of hope? What does “Infinitely Hangzhou” have to do with anything?

Of course, to those of us with even a basic knowledge of Hangzhou, simple “Infinitely Hangzhou” suggests a city of unlimited cultural expression.  Yet, it will take first-rate emotionally appealing photographic backdrops to disarm “Infinitely Hangzhou” of its mind-numbing blandness. Hangzhou is an inviting and truly diverse city for those tourists that endeavour to discover its appeal.  With respect to Hangzhou, a single word slogan will not generate an effective emotional impact.

Authentic Hangzhou!

With China’s heritage disappearing at an alarming rate in the race for modernisation, authenticity is a much sought-after, and increasingly elusive, quality that rates high with foreign tourists. As such, the slogan “Authentic Hangzhou” stakes Hangzhou’s claim to a rich historical past which continues to be alive and well. “Authentic Hangzhou” can also refer to Hangzhou’s natural landscape while underscoring the genuineness of its people.

Yet the slogan “Authentic Hangzhou” manages at the same time to be boring, nebulous and almost superfluous. Hangzhou may be the first Chinese city to start promoting itself to European and American markets, but soon numerous cities throughout China boasting an international airport will be getting in on the act, which begs the question: How effective will the slogan “Authentic Hangzhou” be in adequately articulating the unique attributes of Hangzhou, including the authentic experiences of Hangzhou’s history, architecture, cuisine and culture? Doubtless the tagline will be paired with colourful images, but it’s unclear whether visitors will make the connection between the slogan and the city’s emphasis on authentic experiences.

Hangzhou: Relax, Recharge, Rejuvenate

While “Hangzhou: Relax, Recharge, Rejuvenate” is the first to clearly state to spell out specific benefits of Hangzhou’s tourist product offering, the three ‘Rs’ make it sound like a catchy spa slogan. If truth be told the tagline does define what a vacation is all about, but in this case is more suggestive of warm beaches bathed in year-round sunshine, when in fact Hangzhou has four distinct seasons.  Moreover, Hangzhou purists would argue that the tagline “Hangzhou: Relax, Recharge, Rejuvenate” completely negates seven thousand years of history.

On the positive side Hangzhou with its close proximity to Shanghai and growing direct international access via Xiaoshan International Airport is the ideal place for visitors to either China and relax prior to traipsing around the country and for unwinding following a hectic cross China sight-seeing schedule. If this is indeed the intended message of “Hangzhou: Relax, Recharge, Rejuvenate” then the slogan needs re-working, not least because “recharge” and “rejuvenate” are quite unoriginal and are more or less tantamount to the same meaning.

Hangzhou: Living Poetry

Hangzhou’s natural beauty and historic treasures, which embrace many aspects of Chinese culture, have been a source of inspiration for poets and painters throughout Chinese history. In contrast with modernising cities across China, including Shanghai, although Hangzhou has been through many recent urban developments, much of the city’s natural, historical and cultural heritage remains unchanged from what has been depicted in literature for centuries. As such,  the slogan “Hangzhou: A Living Poetry” asserts that in essence nothing has changed about Hangzhou’s enduring allure, even if the city is China’s fourth largest metropolitan area, an appeal which, if properly packaged, would have to be enticing to China-bound European and American tourists. 

Moreover, by portraying Hangzhou as a poetry in motion, “Hangzhou: A Living Poetry” comfortably encompasses the notions of “infinitely”, “authentic” and “relax, recharge, rejuvenate” as set out in the previous three taglines.

As such “Hangzhou: A Living Poetry” proved to be the most popular of the four slogans, although tweaked a little to make it more Now: “Hangzhou: Living Poetry”.

Hangzhou: Living Poetry” – A simple, yet memorable, slogan for marketing the Hangzhou brand image to European and American tourists that people will identify with and which, by demonstrating the benefits of the city’s own matchless tourist product, clearly differentiates Hangzhou from would be competitors.

Hangzhou: Living Poetry

Hangzhou: Living Poetry

Source: http://accuratelimited.com/blog.view.php?id=QmaR0u99uCk=

Niall O’Reilly

Managing Director, Accurate Group Ireland China Market Makers

Website: http://www.accuratelimited.com

Twitter: @AccurateChina

China Office : Accurate Group China, Hangzhou – O: +86 571 8709 1253

Ireland Office: Accurate Ireland, Dublin – O: +353-1271-1830

2016

2016

2016

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Filed under Accurate China Business Advisers, Accurate China Insight, China, Hangzhou, Inspirational, Marketing, Niall O'Reilly, tourism

How important will China and knowledge of China be in Ireland’s future?

Encouraged by captains of Irish industry, who should know better, Opposition politicians with an agenda, and armchair critics within the tabloid and online media, a degree of pessimism appears to be growing among Ireland‘s small to medium (SME) sized business sector regarding the ‘risk versus reward’ futility of getting involved in China business. More mature markets in EU and the USA are being represented as offering more scope to grow for Irish SMEs with the right value proposition.

Irish businesses no matter what their size cannot afford to be pessimistic about China and here is why.

“…China’s transformation is one of the defining facts of our lifetime. Last year China became the world’s largest trading nation. Next year China is set to become the world’s largest importer of goods and later this century it will become the world’s biggest economy.

We should be clear that there is a genuine choice for every country over how to respond to this growing openness and success. They can choose to see China’s rise as a threat or an opportunity. They can protect their markets from China or open their markets to China. They can try and shut China out – or welcome China as a partner at the top table of global affairs..”

Source: http://www.theguardian.com/commentisfree/2013/dec/02/david-cameron-my-visit-to-china

The British Prime Minister Mr. David Cameron, on the eve of his second official visit, in an article published this week in Caixin (pronounced ‘sigh sheen‘), China’s financial news heavyweight, couldn’t have been more explicit about China’s growing importance.

Accurate China Insight - How important will China and knowledge of China be in Irelands future

Most China watchers will agree that – largest, longest, fastest, biggest, greatest, tallest superlatives aside- China is still in the very early stages of its re-emergence: Get in on the ground floor now and potentially be in the happy position of earning revenue hand over fist.

Sure China is no cake walk. At the beginning, building a China market presence from scratch involves hassles, stumbles, issues, errors, problems, stresses and utter confusion.  Yet, isn’t that what getting in at the beginning of any start-up business or market looks like? The only way to WIN is through hard work, support, communication, committment, patience, and understanding that there will be many instances of having to deal with a lot of confusion. Similar to a start-up company, these are the learning steps that must be taken to break new ground and grow a viable market presence in China.  

In a start-up there also comes a point when the challenges start to be overcome and things begin to gel together. And so to in insatiable China where the surmounting of challenges and barriers or difficulties will open the way to doing fantastic things and improving on a daily basis faster than would have happened in more traditional, mature, markets. 

With certain senior business executives and media in Ireland advocating a niche market approach for SMEs with respect to China [“China is a … slow burn” (Mr. Sean O’Driscoll, CEO Glen Dimplex); “More fortunes have been lost than made by getting in too early,” (Liam O’Mahony, Chairman, IDA Ireland) “Putting Mandarin on the school curriculum is a typical proposal from armchair ‘experts’ who have no experience of the challenges of selling in China – – 1.3bn consumers and all we need is a very tiny slice of the pie!” (Michael Hennigan, Editor of Finfacts.ie)] the crux of this Accurate China Insight is to draw attention to the fact that almost all of Accurate Group’s Irish clients, no matter what size, doing business in China or with China succeed at it, while the vast majority of European and American companies in China are flourishing.

Moreover, we do not share the view that China is a particularly risky market for foreign companies. Like any foreign market with a unique language, business culture, and legal system something can go wrong. However, despite the challenges China remains, will continue to remain a very profitable place to do business, which is really what matters most for Irish businesses.

Returning to David Cameron:

China is at a defining moment. It has just announced bold reforms that show real ambition to free its markets and open them up to foreign participation…

As Chinese cities expand dramatically and Chinese people become more prosperous, Britain has the world-class goods and services they need…

Building on the recent launch of EU-China negotiations on investment, and on China’s continued commitment to economic reform, I now want to set a new long-term goal of an ambitious and comprehensive EU-China Free Trade Agreement. And as I have on the EU-US deal, so I will put my full political weight behind such a deal that could be worth tens of billions of dollars every year…

We should recognise that China’s economic transformation is happening at 100 times the scale and 10 times the speed of Britain’s own urbanisation two centuries ago. In the last 30 years, China has made unprecedented social and economic achievements. The recent meeting of China’s leaders – the Third Plenum – has now set a clear goal: comprehensive reform, including issues such as governance and the judicial protection of human rights, and recognising that all types of reform are inextricably linked. The promise is of an economy with a more predictable legal environment and with stricter enforcement of protection for intellectual property rights…

The fact is that businesses thrive in a stable, secure and corruption-free environment that limits the risk of shock, provides certainty of dispute resolution and offers protection of capital and intellectual assets. These conditions are good for growth in China…

Source: http://www.theguardian.com/commentisfree/2013/dec/02/david-cameron-my-visit-to-china

And therein lies the rub for all Irish businesses. For our closest neighbour China is now at the core of its international trade relations. With the Chinese Yuan surpassing the Euro to become the second-most used currency in global trade (Source: http://www.bloomberg.com/news/2013-12-03/yuan-passes-euro-to-be-second-most-used-trade-finance-currency.html, China, the number one retail growth opportunity in the world (Source: http://yum.com/annualreport/), is where it is happening NOW. Moreover,  the best has yet to come! 

Ireland’s SME’s should be able to determine a new China business model that suits their situation. Top management and business owners who are destructively determined to succeed by increasing efforts to ‘do more of the same better’ in their traditional markets and ignore the potential of China are going to lose out in the medium and long term.

Irish businesses across the board need to intensify efforts to tap the China market otherwise they will be left behind.

Accurate China Insight - How important will China and knowledge of China be in Irelands future 2

Source: Accurate China Insight http://accuratelimited.com/blog.view.php?id=SreDdexWHkE=

Niall O’Reilly

Managing Director, Accurate Group Ireland China Market Makers (Route to Market, Export, Import, Partner Due Diligence)

Website: http://www.accuratelimited.com

Twitter: @AccurateChina

China Office : Accurate Group China, Hangzhou – O: +86 571 8709 1253

Ireland Office: Accurate Ireland, Dublin – O: +353-1271-1830

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December 3, 2013 · 10:28 am