The broad-brush campaign has been devised by the Cultural and Tourism Department of Henan Province to position the region as a tourism magnet by bringing its landscapes and sociocultural history to foreign audiences via Facebook, Twitter, Instagram and YouTube.
The global marketing strategy includes a mixture of online and offline activity including custom #DiscoverHenan Twitter hashtags and graphics to build on the tourism boards current 260,000 follower count.
In a statement, the tourism department wrote: “Thanks to the high efficiency and great outcome of the overseas social media platform, Henan tourism now has stepped into a new stage of cultural promotion. Targeted travellers become information providers of Henan.
“More creative spaces and values of tourist destinations of Henan are being discovered by travellers through various forms of social media sharing. By keep upgrading its global marketing strategy, Henan, the name of the ancient capital is expecting to be known by the world.”
Dedicated overseas social media accounts will also relay the latest information, news and products to more adventurous holidaymakers to boost the global branding of Henan on the world stage.