In view of the need to increase the effectiveness of Madrid’s informational and promotional presence in China, Madrid Convention Bureau has spent the last few months adapting contents for this market. China has become a key stakeholder in this field, with a great deal of potential in terms of business and incentive tourism.
The adaptation is taking place in several stages. Initiatives kicked off in early 2017 and will continue throughout the year and into 2018, in partnership with Long Strategy. MCB has worked with the consultancy firm to adapt the claim “Madrid, making business a pleasure” for media content, communications and presentations in the Chinese market or with clients from China. As well as adapting the brand, the information resources for presentations, fam trips or business tours, including the video of Madrid as a business tourism destination, have been translated and adapted, and a series of guidelines have been drawn up to establish how to manage schedules during fam trips and how to interact with Chinese clients taking part in MCB promotional activities. The following stage will see the adaptation of the website and the creation of an account to upload promotional videos on Youku, the Chinese YouTube.
The materials were tested for the first time during the follow-up tour that MCB organised after hosting the Reverse Trade Sessions for the Chinese market in Madrid, organised by Turespaña, where around 50 Madrid-based tourism comapanies met with the 23 Chinese agencies that attended the event. After the event, the group visited some of the city’s most iconic landmarks, including Teatro Real opera house, Intercontinental Hotel, Santiago Bernabéu stadium, and locations near the capital, such as the Palace of Aranjuez. They also tasted Spanish gastronomy and were given information about Madrid for clients with an interest in incentive tourism. In 2018, MCB will travel to China to organise a roadshow-destination presentation for agencies and corporate clients that could potentially manage incentive trips to the city, similar to the events hosted in 2016 or TBC activities that will be hosted by Madrid this year.