The European Travel Commission intends to commission the development and execution of a digital promotional campaign (also referred to as the project) to a marketing agency (hereinafter referred to as the contractor). The promotional campaign is targeted and must be well-suited for the niche community of travellers with a specific interest in adventure, nature and outdoor experiences. The project is aimed at engaging medium- to high-end consumers from first and second tier cities in China with a comparatively high awareness of sustainability and promoting the Nordic countries as a role model in terms of sustainable travel habits and lifestyle.

The project must specifically appeal to affluent (semi-)Free Independent Travellers (FITs) from urban "melting pots” travelling for leisure who are at the dreaming, consideration and/or sharing stage of their travel cycle. There is a particular interest in engaging repeat visitors to Europe as opposed to first-time visitors from long-haul markets.

The scope of this project is the promotion of nature and outdoors experiences with a special focus on sustainability in Europe as a whole and in Denmark, Finland and Sweden in particular. These inspiring experiences and stories must appeal to and engage FITs and other members of the interest-based community (B2C) from the Chinese market. The project is aimed at engaging medium- to high-end consumers from first and second tier cities in China with a comparatively high awareness of sustainability and promoting the Nordic countries as a role model in terms of sustainable travel habits and lifestyle.

This project comprises the three interconnected and indivisible assignments which are described in the following paragraphs:

1) Creative and Content Production

Creative design, development and production of inspiring and engaging editorial and/or video content. The campaign should focus on inspirational messages, rather than a call to action. The content must cover a range of experiences that highlight Europe in general and the destinations in focus, in particular around the editorial theme of nature and outdoors. The content must be developed and edited in the local language (Mandarin Chinese), presenting a bespoke and tailored approach for the target interest-based community (B2C) in China. Additionally, the content must have a focus on sustainability.

2) Content Distribution

Digital distribution and advertisement of the content to B2C target audiences at scale in China, increasing the total media exposure for the three Nordic countries. The contractor may launch a campaign landing page to allow users (e.g. travellers, influencers, travel experts, governments and other partners) to join the conversation and share user-generated content.

3) Offline Press Event

Organisation of an offline press conference to report on the main campaign results, involving relevant media outlets and Key Opinion Leaders (KOLs) in China.