{"id":623,"date":"2016-05-31T16:03:14","date_gmt":"2016-05-31T08:03:14","guid":{"rendered":"http:\/\/www.kitchen-digital.com\/?p=623"},"modified":"2016-06-03T14:57:28","modified_gmt":"2016-06-03T06:57:28","slug":"where-refreshing-begins","status":"publish","type":"post","link":"https:\/\/www.kitchen-digital.com\/?p=623","title":{"rendered":"Where Refreshing Begins."},"content":{"rendered":"<div style=\"padding-bottom:20px; padding-top:10px;\" class=\"hupso-share-buttons\"><!-- Hupso Share Buttons - http:\/\/www.hupso.com\/share\/ --><a class=\"hupso_counters\" href=\"http:\/\/www.hupso.com\/share\/\"><img decoding=\"async\" src=\"https:\/\/static.hupso.com\/share\/buttons\/dot.png\" style=\"border:0px; padding-top:2px; float:left;\" alt=\"Share Button\"\/><\/a><script type=\"text\/javascript\">var hupso_services_c=new Array(\"twitter\",\"facebook_like\",\"facebook_send\",\"google\",\"pinterest\");var hupso_counters_lang = \"en_US\";var hupso_image_folder_url = \"\";var hupso_url_c=\"\";var hupso_title_c=\"Where Refreshing Begins.\";<\/script><script type=\"text\/javascript\" src=\"https:\/\/static.hupso.com\/share\/js\/counters.js\"><\/script><!-- Hupso Share Buttons --><\/div><p>To create a new brand proposition for Sanya as a new tropical paradise in China through a global social campaign.<\/p>\n<p><strong>Planning and Execution<br \/>\n<\/strong>Using tailor-made creative content strategies, KITCHEN helped create a yearlong, through-the-line branding campaign promoting Sanya as the ideal holiday destination. To build a global image for Sanya, the campaign covered 5 mainstream social media platforms, with 9 content pillars.<\/p>\n<p>Kitchen created Sanya\u2019s new proposition \u2013 \u201cWhere Refreshing Begins\u201d \u2013 and backed it with official images and video clips, a Sanya Ambassador recruitment campaign, and social games and events, to establish Sanya as a top-of-mind tropical paradise for exotic getaways in 2016.<\/p>\n<p style=\"text-align: left;\"><strong>Through-the-line Campaign<\/strong><br \/>\n1. <strong>Miss World 2015<\/strong> &#8211; Engage audience on social media<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-626 \" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1.jpg\" alt=\"sanya01\" width=\"491\" height=\"308\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1.jpg 944w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1-300x188.jpg 300w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1-768x482.jpg 768w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1-695x436.jpg 695w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1-615x386.jpg 615w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1-460x290.jpg 460w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-1-225x140.jpg 225w\" sizes=\"auto, (max-width: 491px) 100vw, 491px\" \/>\u00a0Create an official news channel on Sanya main pages with #missworld2015<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-628\" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-4.jpg\" alt=\"sanya04\" width=\"263\" height=\"233\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-4.jpg 864w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-4-300x267.jpg 300w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-4-768x683.jpg 768w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-4-695x618.jpg 695w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-4-615x547.jpg 615w\" sizes=\"auto, (max-width: 263px) 100vw, 263px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-627\" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-3.jpg\" alt=\"sanya03\" width=\"271\" height=\"392\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-3.jpg 536w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-3-207x300.jpg 207w\" sizes=\"auto, (max-width: 271px) 100vw, 271px\" \/>Instant Feeds during the month<\/p>\n<p>2.<strong> Sanya Hearts to Hearts<\/strong> &#8211; Ambassador recruitment campaign<\/p>\n<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-635\" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/sanya_hearttoheart_1000x840.jpg\" alt=\"sanya_heartstoheats\" width=\"545\" height=\"458\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/sanya_hearttoheart_1000x840.jpg 1000w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/sanya_hearttoheart_1000x840-300x252.jpg 300w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/sanya_hearttoheart_1000x840-768x645.jpg 768w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/sanya_hearttoheart_1000x840-695x584.jpg 695w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/sanya_hearttoheart_1000x840-615x517.jpg 615w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/em>Create authentic and interesting user generated contents through the ambassador&#8217;s journey<\/p>\n<p style=\"text-align: left;\">3. <strong>Press Events at main cities around the world<\/strong> &#8211; Introducing Sanya to world travellers<\/p>\n<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-629\" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-6.jpg\" alt=\"sanya06\" width=\"543\" height=\"223\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-6.jpg 936w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-6-300x123.jpg 300w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-6-768x315.jpg 768w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-6-695x285.jpg 695w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/SANAY-POST-6-615x252.jpg 615w\" sizes=\"auto, (max-width: 543px) 100vw, 543px\" \/>Music interactive light balloons for launch usage.<br \/>\nSanya, China (Jan 2016)<br \/>\nLondon, England (Mid 2016)<br \/>\nMoscow, Russia (Mid 2016)<\/em><\/p>\n<p>4.<strong> #whatweseeinsanya Instagram Campaign<\/strong> &#8211; Tent card to promote the event to Sanya tourist upon arrival<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-644 size-full\" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/06\/sanya_post2.jpg\" width=\"695\" height=\"465\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/06\/sanya_post2.jpg 695w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/06\/sanya_post2-300x201.jpg 300w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/06\/sanya_post2-615x411.jpg 615w\" sizes=\"auto, (max-width: 695px) 100vw, 695px\" \/><\/p>\n<p>5. <strong>Hashtag Contest for tourists<\/strong> &#8211; Making &#8220;Sanya&#8221; a familiar keyword for tropical lovers<\/p>\n<p><a href=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-632\" src=\"http:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm.png\" alt=\"sanya07\" width=\"820\" height=\"534\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm.png 1412w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm-300x195.png 300w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm-768x500.png 768w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm-1024x667.png 1024w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm-695x453.png 695w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-31-at-3.55.40-pm-615x401.png 615w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/a><\/p>\n<div style=\"padding-bottom:20px; padding-top:10px;\" class=\"hupso-share-buttons\"><!-- Hupso Share Buttons - http:\/\/www.hupso.com\/share\/ --><a class=\"hupso_counters\" href=\"http:\/\/www.hupso.com\/share\/\"><img decoding=\"async\" src=\"https:\/\/static.hupso.com\/share\/buttons\/dot.png\" style=\"border:0px; padding-top:2px; float:left;\" alt=\"Share Button\"\/><\/a><script type=\"text\/javascript\">var hupso_services_c=new Array(\"twitter\",\"facebook_like\",\"facebook_send\",\"google\",\"pinterest\");var hupso_counters_lang = \"en_US\";var hupso_image_folder_url = \"\";var hupso_url_c=\"\";var hupso_title_c=\"Where Refreshing Begins.\";<\/script><script type=\"text\/javascript\" src=\"https:\/\/static.hupso.com\/share\/js\/counters.js\"><\/script><!-- Hupso Share Buttons --><\/div>","protected":false},"excerpt":{"rendered":"<p>To create a new brand proposition for Sanya as a new tropical paradise in China through a global social campaign. Planning and Execution Using tailor-made creative content strategies, KITCHEN helped create a yearlong, through-the-line branding campaign promoting Sanya as the ideal holiday destination. To build a global image for Sanya, the campaign covered 5 mainstream<a class=\"moretag\" href=\"https:\/\/www.kitchen-digital.com\/?p=623\" title=\"Read more\" target=\"_self\"> &rarr;<\/a><\/p>\n","protected":false},"author":1,"featured_media":637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,2,86],"tags":[44,108,107,109],"class_list":["post-623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-others","category-projects","category-tech","tag-branding","tag-destinationbranding","tag-sanya","tag-travel"],"_links":{"self":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts\/623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=623"}],"version-history":[{"count":7,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts\/623\/revisions"}],"predecessor-version":[{"id":645,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts\/623\/revisions\/645"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/media\/637"}],"wp:attachment":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}