Live-streaming is a growing and powerful marketing tool that is particularly well-aligned with travel brands’ goals and potential in the Chinese travel market.
“Brand communication is maturing on China live broadcast. And travel is perfect for the medium with opportunities to tell visual, detailed stories from a very human perspective,” explains Jeremy Webb, SVP at Ogilvy Beijing.
Live-streaming was initially focused on gimmicks that grabbed the attention of viewers, but today more brands are using the medium making it more difficult to stand out.
“In the early days of live broadcast, we did lots of work with a large hotel group. Yet rather than doing a big central campaign, we trained up the staff in the hotel properties themselves to run live broadcasting on a regular ongoing basis. This kept the costs low and enabled them to tell a very granular story,” explains Webb.