Hangzhou Tourism launches Silk Road campaign
Hangzhou Tourism Commission has teamed up with Expedia to launch a new tourism campaign designed to strengthen the bond between Europe and China.
The ‘Silk Road Race, Explore the Living Hangzhou’ campaign has been created in partnership with Expedia Media Solutions, and recalls the glory days of the renaissance, when explorers from England, France and Germany competed against each other to reach China and unfold Hangzhou’s rich heritages.
Revisiting the history of the Silk Road, where 1,000 years of cultural exchanges were made through the 5,500-mile route connecting China with the world, the new campaign re-establishes the route by drawing a virtual path connecting the west to the east.
Participants from selected countries can participate by retweeting or creating a tweet with the hashtag, #silkroadrace, to unlock Hangzhou’s ‘See, Do, Eat, Stay’ travel tips. Taking a step closer to Hangzhou for every tweet, the country that first reaches 5,500 interactions will enter a draw for a trip to Hangzhou, sponsored by China Southern Airlines and JW Marriott Hotel Hangzhou.
Mr Zhao, associate director of Hangzhou Tourism Commission, said: “The collaborated campaign redefines the historical significance of the Silk Road by presenting Hangzhou’s natural beauty and heritage to the world.”
The ‘Silk Road Race, Explore the Living Hangzhou’ campaign will be updated in real time on the campaign’s website and advertised across platforms, to encourage participation and competitiveness between relevant countries.