Travel Ivory Free

Photo by farfar on Unsplash

• Campaign aimed at reducing demand for ivory among Chinese outbound tourists traveling to Asia destinations during China’s biggest travel periods.

• Used digital precision marketing to reach travelers in real time while at key purchase decision points and near open ivory markets.

• Used on-the-ground activities to engage travelers in tourist locations.

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• consumer research has found that regular outbound

travelers are the Chinese consumer group most interested in continuing to buy ivory despite a ban on ivory sales in China.

• Thailand is the No. 1 foreign destination for

Chinese travelers and ivory is still widely available; Vietnam, Japan, HongKong SAR, Laos, Myanmar, Cambodia are also popular destinations.

• Golden Week in Oct and Lunar New Year in

Jan/Feb are the top outbound travel periods for Chinese tourists.

• on social

media to target Chinese travelers visiting popular designations during Lunar New Year.

• through

key players, including internationalairports, tourism authorities,associations, influencers.

•to assess immediate impact.

• Times our campaign hashtag was viewed during this Lunar New Year on SINA Weibo

• Pledges taken to travel ivory free

• Destinations in Asia covered by online and offline activities, including Myanmar, Japan, Laos, Thailand, Vietnam, Cambodia,Hong Kong SAR

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Theme: Responsible Traveler Effect of Poaching Happy Lunar New Year

Click rate (%): 6.32 6.81 6.69

Post ad exposure on SINA Weibo:

10.5M 10.7M 10.3M

31 million

130 million

3.4 million

260 million

112 million

301 million

7.8 million

336 million

Post ad exposure

Post ad viewership

Travel Ivory Free pledge reposts

#TravelIvoryFree viewership

* Note: four rounds of the #TravelIvoryFree campaign have been conducted so far, during Golden Week 2018 & 2019, Lunar New Year 2019 & 2020.

￥0.00

￥25,000.00

￥50,000.00

1.21 1.22 1.23 1.24 1.25 1.26 1.27 1.28 1.29 1.30 1.31

Cost Allocation by Date

1) geolocated advertising

56%

4) social media influencer

engagement

6%

3) user behavior/interest

targeting

29%

2) re-targeted user interaction

9%

TOTAL VIEWERSHIP

Exposed to users whofollowed official accounts and KOLs, searched keywords,interacted with hashtags,wrote personal posts relatingto tourism in TH, VN, JP, HK

Exposed to users whointeracted with previous

rounds of #TravelIvoryFree

Exposed to users located byGPS-enabled technology at

key decision points (airports,tourist attractions, shopping

destinations) in TH, VN, JP, HK

Exposed to followers of travel company or associationaccounts, celebrities and key opinion leader (KOLs), etc.

geolocated advertising…

social media influencer engagement (ZYL)

35%

user behavior/ interest targeting

15%

SINA Panda’s Guardian

23%

re-targeted user interaction

5%

Total Pledge of Travel Ivory Free: 3.4m+

52,509

54,332

76,099

101,375

117,207

177,822

198,457

HONG KONG SA R

MYA NMA R

V IETNA M

CA MBOD IA

LA OS

JA PA N

THA ILA ND

• 2.8 million impressions between January 20-31

• Geo-targeted to specific markets including TH, VN, JP, HK,LA, MM, KH

• #TravelIvoryFree #EndWildlifeCrime

• Story from Practice Leader with 695 views

• Actor, singer, fashion icon, charity influencer

• 23 million followers on SINA Weibo

• Endorsements include Coca Cola, Tom Ford, L‘Oréal, L’Occitane, KFC, Schwarzkopf, etc

• Became WWF Ambassador for Global Wildlife Crime Campaign in Sep 2019, and collaborated on WorldRhino Day and panda conservation

• On SINA Weibo, #TravelIvoryFree reached150 million viewership within half day ofcampaign launch (starting from 76m,accumulated in the previous three roundsof campaign)

• Overall, hashtag viewership increased by260 million for this round, and pledgesincreased by 1.2 million.

Fan created content: video, song, drawing, paper cutting, origami, etc

V

SINA’s top

social channel

V

Travel and Local ChannelsCovered over 63% of tier 1 and 2

cities and regions

Panda’s GuardianMini program generated over

810,000 pledges

@SINA Travel

3.47m followers

@Travel Video

1.08m followers

V

@Weibo Travel

1.48m followers

V

V

SINA

Anhui

SINA

Fujian

SINA

Guangdong

SINA

Guangxi

SINA

Henan

SINA

Hubei

SINA

Jiangsu

SINA

Xiamen

SINA

Shangdong

SINA

Shanghai

SINA

Sichuan

SINA

Zhejiang

@Public Welfare

18.8m followers

V

Kenya Tourism Board

GSTC

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

1/8

1/9

1/10

1/11

1/12

1/13

1/14

1/15

1/16

1/17

1/18

1/19

1/20

1/21

1/22

1/23

1/24

1/25

1/26

1/27

1/28

1/29

1/30

1/31 2/1

2/2

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2/12

PGC UGC

Unit : Buzz

Pre-Campaign1/8-1/19

During-Campaign1/20-1/31

Post-Campaign2/1-2/12

#Travel Ivory Free#

• A surge of social buzz about #TravelIvoryFree at campaign launch, mostly brought by Zhu Yilong’s fans,despite the coronavirus pandemic cutting short much of the campaign’s planned outreach

• Netizens’ positive sentiment about supporting the ivory ban and elephant conservation has increasedby 37% during the campaign

Campaign Social Buzz Trend

Note: PGC - Professionally Generated Content; UGC - User Generated Content

0% 0% 0%

49%

12%24%

51%

88%76%

Pre-Campaign During-Campaign Post-Campaign

Against the Ban Neutral Pro the Ban

37%

Sentiment Analysis

• Conducted Public Service Announcements at 5 hotels and displayed posters and standees in 10 other hotels in Mandalay in partnership with the Myanmar Hotelier Associations

• Made Public Service Announcement and standee display at international and domesticairports in Yangon and NayPyiTaw airports

Conducted the second part of #EndWildlifeCrime campaign, aiming at raising public awareness on IWT issues and announced the commitment of Mandalay law enforcement authorities to stop wildlife crime in Mandalay.

• A series of mediatic activities, including social media posting, press releases, TV interviews, t-shirt competitions, wildlife statues display, and influencer and celebrity engagement.

• Culminated on the 1st of February with the first wildlife-themed parade around the streets of Mandalay.

In total, more than 70 distributions of digital signage at 7 places in Haneda Airport and Narita Airport,and posters at 2 places in Haneda Airport

Narita International Airport

• Arrival Lobby at Terminal 1, 2, 3, owned by the airport

• Luggage Claim area at Terminal 1, 2, 3, managed by Tokyo Customs

Haneda International Airport

• Elevator at International Terminal Station

• Information booth managed by Tokyo Customs

• Departure area after security check

• Every booth at Immigration area

• Implemented for 5 days from 27-31 Jan 2020

• Involved 5 provinces (Bokeo, Luang Numtha, Oudomxai, Luang

Prabang and Vientiane Capital), 4 Administration Zones (Bokeo

SEZ, Boten SEZ, Luang Prabang and Wattay Airport), and 5 international border crossing areas

• Joined by 7 Agencies and 56 Officials from Provincial Office Forest Inspection (POFI), Department of Forest Inspection (DOFI), Police-Immigration Police, Customs, Prosecutor, District Agriculture and Forestry Office and WWF-Laos

• Distributed 16,900 postcards on ‘Don’t Buy Ivory Products’ and

4,050 stickers at international and local border crossings, airports, SEZ, marketplaces, hotels and tourist facilities

• Detected illegal trade by active patrols and inspections, resulting in

88.8 kg of wildlife/bushmeat being confiscated and four live bamboo rats being released back into nature.

Bokeo Province, Luangnamtha province, Oudomxay Province, Luangprabang Province and Vientiane Capital

A press conference in December 2019, to present #TravelIvoryFree campaign throughout Golden Week 2019 toLunar New Year 2020

• in cooperation with strategic partners including the Department of National Parks, Wildlife and Plant Conservation (DNP), the Tourism Authority of Thailand, Thai Airways International, LH Mall & Hotel Co, and the Professional Tourist Guides Association of Thailand

• Don Muang International Airport: Baggage Claim andnearby areas at Terminal 1, 2

• Suwannabhumi International Airport: 10 sec. digital media ad showing at the terminal

• Golden Triangle border: spacesupported by Department of National Park, between TH-MM-LAOS

• Thai Airways: installing roll ups at the cargo offices in 5 major cities in China (Beijing, Chengdu, Guangzhou, Shanghai and Taipei) in order to raise awareness to travelers and Thai citizen

A hundred displays of ZYL visual were set up at Mercedes-Benz Arena Shanghai (formerly World Expo Center) and nearby subway entrances since early January.