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Digilink Asia to target cross-border Chinese during Golden Week in China

This post is sponsored by Digilink Asia.

Did you know that, according to Tunir (a Chinese online travel company listed on the NASDAQ Stock Exchange), Malaysia was among the top 10 popular destinations preferred by Chinese tourists for their week-long Golden Week vacation in October 2018?

As the Mainland is gearing up for the annual holiday this year, we at Digilink asked how can one target and capture the attention of these huge numbers of tourists successfully as they plan their trips during this season?

With a comprehensive understanding of Chinese tourist behaviour and spending habits, brands can tackle these audiences with an all-rounded media strategy.

In a separate survey, it was revealed 30% of Chinese tourists usually plan their trips in advance of at least two months. Often the trips are planned after seeking travel tips from varied sources, including popular travel guides, usually known in Chinese as 攻略 (gong lue).

More than 50% of such travellers consult online travel agencies for journey tips via a website or app and WeChat official accounts, and enjoy various promotions from travel-related platforms when they arrive at their destination.

Digilink Asia, an experienced digital marketing company that highly targets the Mainland market, has been appointed as an authorised ads service provider by Tencent.

It has partnered with numerous China travel platforms such as Qunar, Ctrip, TripAdvisor and Mafengwo to build up brand awareness among Chinese travellers via various digital platforms and to achieve different advertising goals.

The team fully understands the needs of clients, along with the behaviours of the targeted segment they wish to reach of the cross-border audience courtesy of the experience gathered by working with renowned brands across several industries, including the travel, hospitality, retail and beauty industries.

This expertise has helped the team to design marketing strategies that deliver ads to potential tourists precisely and effectively.

Digilink Asia is thrilled to partner Sarawak Tourism Board from now until 2020. Equipped with the knowledge of the Mainland market, the team at Digilink Asia has curated a 12-month content plan, including the management and promotion of the Sarawak state on WeChat to promote to the large cross-border audience.

Digilink Asia aims to furnish about 100 articles throughout the campaign year. Each successive article will differ in tone and will incorporate an overarching theme and marketing message to maintain a uniqueness between the articles, while at the same time ensuring the collaterals reach the audience as intended.

The campaign will also be supplemented with internet service providers that will ensure specific targeted advertising on various Chinese websites by relevant categories. The ads will be targeted based on the main locations in China, income level, age, and pre or post-trips to Malaysia.

The local team at Malaysia was recently expanded to meet the increasing demands of advertising to cross-border audiences. The firm is frequently seeking precise targeting solutions to help clients reach their intended audience from local to cross-border Chinese tourists through WeChat and China’s programmatic ad network.

Keen to find out more? Drop the team an email at