1. Tourism in Skåne & Malmö Tourism & Wonderful Copenhagen 2016 SUMMER JOINT CAMPAIGN

2. CAMPAIGN FOCUS AWARENESS PREFERENCE PURCHASE Travel products LOYALTY Revisits How to make Chinese travellers think of our destinations, when planning holiday trips? * Our Destinations: Copenhagen Capital Region & Copenhagen Capital City & Skåne Region & Malmö City How to make our destinations stand out?

3. TARGET GROUP Sophisticated travellers who want to treat their beloved ones & themselves with a holiday trip. 1st & 2nd tier cities Age 25 - 45 Travelling with family / partner Mid – high income

4. SUGGESTED CAMPAIGN FLOW Digital/Social Campaign Focus on Destination Content Focus on Mobile End Minisite under Beioumanyou.Cn H5 Interactive Game CAMPAIGN HUB Content Platform - e.g.Mafengwo APP Media (Mobile End) - e.g.Today’s Top Hits - e.g.Curiosity Daily Social Media - Weibo/Wechat KOL - Wechat Ads MEDIA CHANNELS INCREASE DESTINATION AWARENESS & PREFERENCE KPI: Exposure, UV/PV, Participation

5. TOP 10 SELLING POINTS Gastronomy: New Nordic cuisine & restaurants in Copenhagen region & city, Malmö and Skåne City events: summer and autumn highlights in Copenhagen region and Malmö Bike culture including city biking in Copenhagen and Malmö, as well as in the countryside of the two regions Green and sustainable cities of Malmö & Copenhagen Healthy life style & fit-looking locals Local design & craftsmanship, incl. shopping Hiking, ie. at Söderåsen Skanör Falsterbo Copenhagen as a modern fairytale city

6. CAMPAIGN BUDGET The total campaign budget is up to 580,000 DKK.