WE Marketing Group in Shanghai, China recently signed on famous actor/singer/songwriter Aarif Lee as the Chinese brand ambassador for Visit California. Working closely with MeringCarson in Sacramento, Visit California’s global brand agency, WE developed a series of video and social media content, aimed at millennial travelers, to be aired in China for the campaign launch in Spring 2019.
For this new ambassador campaign, WE and MeringCarson co-produced a video shoot in California, which will become an online video series with three episodes featuring Lee’s adventures in the Golden State. Social media and digital activation will leverage these videos and engage millennials via WeChat, using images of Lee along with specially created emojis.
The ambassador campaign was announced on October 31 with coordinated messages by both the client and Lee. These announcements generated major buzz in earned media, including publication and re-posting by key media in travel, entertainment and fashion news.
WE and MeringCarson have collaborated on the Visit California account for the past six years. The long history of collaboration and intimate knowledge of their local markets has helped Visit California expand reach and connect with new audiences in China.