WE Marketing Group, WPI’s China-based total marketing solution, was recently presented with several honors for their work and contribution to the industry and business development. 

During the China Advertising Festival in Nanchang, China last month, WE won a Silver Great Wall Award for their integrated campaign “California Expert of Play” for client VisitCalifornia. The Great Wall Awards received more than 5,000 entries this year, making this win a great honor for the WE Marketing Group team!

Helen Lo, Head of Strategic Planning China, received the Great Wall Award

During a time when U.S. travel is declining, “California Expert of Play” was developed to increase Chinese consumers’ awareness and consideration to travel to California. The creative idea for the integrated campaign leveraged actor and singer Aarif Lee as the California Expert of Play, showing Chinese travelers how to play like a professional. California’s varied attractions were curated into three themed routes, utilizing TVC, videos, pop-up stores, social media posts and an H5 game to attract consumers from awareness through to consideration. To help consumers follow the celebrity’s travels, products with the name “Same Route as Aarif” were developed and promoted through WeChat.

“California Expert of Play” resulted in 86% awareness, a 6% increase from the prior year. Travel consideration increased drastically as well, with more travelers stating they were “Likely to Visit California” and “Already Planning a Trip” according to results from a brand tracking study by SMARI following the campaign. 

WE Marketing Group collaborated with WPI partner agency Mering in Sacramento, California, USA on the TVC and video production in California.

Viveca Chan, Chairman & CEO of WE Marketing Group and WPI Board Director, was also honored this month by the HK Small & Medium Enterprise Association and Metro Finance Broadcast, supported by UBS and HK Trade Development Council in China. Viveca received the 2019 Greater Bay Area Outstanding Women Entrepreneur Award for her achievements as female entrepreneur, contributions to Guangdong-Hong Kong-Macao Greater Bay Area Development, and for creating a legend for WE Marketing Group within the community. 

Viveca Chan, Chairman & CEO of WE and WPI Board Director, accepting her award

Award winners at the 2019 Greater Bay Area Outstanding Women Entrepreneur Awards

Congratulations to the entire WE Marketing Group team for both of these great honors!