Hainan is a tropical paradise off the South coast of China. As a destination that is relatively unknown in certain markets. Drum were set the challenge on how to bring awareness of this beautiful place to a western audience.
Using social channels, we created the brand “This is Hainan”- a portal designed to show everything the province has to offer, from scuba diving to culture. We started the journey by creating two short films that really showcase whats on offer, one targeted to sports, one targeted to culture and tourism.
After the first three weeks, the content across the page had over 328,000 engagements, and the videos created were viewed over 2,300,000 times.