We did this by building a fan-base, nurturing and engaging with Chinese netizens on Weibo and WeChat to ignite their travel intention to the United States through engaging and informative posts, ready-to-use itinerary recommendations, compelling and interactive digital campaigns. We also established its initial media buy into top travel media and launched its official Chinese website. Through our marketing engine, we developed a state of the art partnership program for its 200+ partners to leverage off the Brand USA’s platforms in China.