Telling China’s story well, creating diversified images, the global social media marketing of Wuhan Culture and Tourism Administration highlights the International Style

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Since 2017, Wuhan Culture and Tourism Administration continue innovating ideas and measures, expanding media platforms and channels, accelerating cultural tourism brands going globally, continuing to strengthen international communication capabilities, promoting high quality and high standard global dissemination, and enhancing the international influence of Wuhan cultural tourism brand. In order to completely demonstrate the charm of Wuhan, in 2021, Wuhan Culture and Tourism Administration has deepened the integration of culture and tourism, enriching and improving the matrix of global media platforms. Taking advantage of new global social media platforms, exploring culture and tourism content that demonstrates international style, continue to tell China’s stories, and create a rich, diverse and vivid Wuhan cultural tourism brand image.

In 2021, by creating an Instagram account on the basis of existing Facebook, Twitter, and YouTube accounts, the construction of global social media platforms of Wuhan cultural tourism has taken another substantial step, showing Wuhan to the world through social, news, picture, and video platforms. The establishment of the Instagram account has not only enriched the media matrix of Wuhan but also added new channels for more global users to know, understand, and become familiar with Wuhan and follow Wuhan closely. After nearly a year of operation, the Instagram account has planned and released nearly 200 themes, published nearly 1,100 posts, and the content has gained 54 million reaches, attracted more than 70,000 global fans and 3.6 million engagements. It has made an important contribution to increasing the global awareness of the Wuhan cultural tourism brand.

Wuhan Culture and Tourism Administration has always attached great importance to the content construction of YouTube. Through videos, the characteristics of Wuhan cultural tourism can be expressed more intuitively and vividly, allowing global audiences to discover, know and understand Wuhan through the language of the lens. In 2021, the video content of YouTube has been optimized from video creativity, scripts, shots, subtitles, etc., and a large number of high-quality videos have been produced. Up to now, 92 videos have been posted, with a total of 1.34 million views. More global tourists saw the most authentic Wuhan.

With the operating of more and more global media platforms, the differentiated content marketing has become crucial. In the past year, Wuhan has produced high-quality content that is consistent with the attributes of each platform. It is committed to letting global audiences know Wuhan more comprehensively. At the same time, it emphasizes topic arrangement and theme definition. First, express in innovative discourse, using expressions that global users can understand and accept. Second, focus on media integration, strengthening the complementary advantages of new global social media and traditional media. Third, expand communication channels, leveraging on global mainstream traditional media and the global version of domestic mainstream traditional media to let Wuhan be heard.

In the process of enhancing international communication capabilities, Wuhan Culture and Tourism Administration has adopted the strategy of “strengthening content construction, maintaining differentiated operations, and improving the breadth and accuracy of content coverage”. The purpose is to reinforce the continuous following of global users to Wuhan and maintain high interaction on the platform, and increase the attraction to the users. During the operation period, the two accounts of Instagram and YouTube performed well in terms of interactivity, and the overall interaction data has always been at the leading level in the industry.

Since 2017, Wuhan has started the promotion on global social media, and the purpose is to directly show the unique culture and charm of Wuhan to global users. With the continuous development of new global social media platforms, the international promotion of the Wuhan cultural tourism brand has achieved good results. The accounts of Wuhan have become the international windows for global tourists to know China. In the future, Wuhan, together with many excellent tourist cities, will continue to contribute to the Beautiful China image on a global scale.

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