Marketing in China: How to Connect with China's Growing Tourist Population - eMarketer
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eMarketer Interview

Marketing in China: How to Connect with China's Growing Tourist Population

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An interview with

Dirk Eschenbacher

Founding Partner and Chief Creative Officer, Zanadu

Topics:

Interview summary

Dirk Eschenbacher is the founding partner and chief creative officer of Zanadu, a travel service that offers luxury experiences to outbound tourists from China. He spoke with eMarketer’s David Green about the interplay between digital and physical content in brand building, being ahead of the times with a virtual reality (VR) store and how the recent development of outbound travel in China has influenced the company’s approach.

Interview

eMarketer: Zanadu operates as both a luxury travel service and a media company. What was the reasoning behind that approach?

Dirk Eschenbacher: We always felt the need to educate and inform our clients, because the Chinese travel market is very young. It’s only 10 years old. We have a strong editorial department. We have our own video in-house production capabilities to manage all our social media accounts. We have content partnerships with Youku and Tencent. We have a magazine. We have a very popular WeChat account with about 500,000 followers.