Publicis Beehive, the full-service ad agency from Publicis Worldwide has won the creative mandate of popular Chinese e-commerce fashion brand, Club Factory. As its creative partner, Publicis Beehive will play an integral role in launching the brand in India. To further the cause of the brand in India, Club Factory recently announced Bollywood’s leading star and youth icon Ranveer Singh and Miss World Manushi Chhillar as brand ambassadors. The two together star in a high decibel brand campaign that has been executed and conceptualised by Publicis Beehive. The film portrays the broad range of products available on the platform and how users can own these trendy & factory priced brands at just the click of a button.

Watch the spot:

A popular online shopping brand across the world, Club Factory has a strong presence in South Asia, Europe, the United States, the Middle East and other regions. What makes Club Factory unique is that it allows users to shop through millions of products that are trendy and fashionable and available at unbeaten prices.

Commenting on the partnership and the launch of the brand in India, Aviva Wu, Marketing Director, Club Factory said: “Club Factory has managed to carve a unique niche in the hearts of the consumers across various markets that we operate in. India is no exception with consumers, especially the youth, having taken a liking to the brand in a very short span of time. We have ambitious plans for the market and are glad Publicis Beehive is our creative partner.”

On winning the mandate, Paritosh Srivastava, COO – Publicis Beehive said: “The Indian online retail market is at an interesting juncture right now with a plethora of brands vying for some share of the customer’s attention and also his wallet. Though a late entrant, Club Factory is already a well-known brand and our task was to make it a popular & regular online partner of its patrons and keep them coming back for more. With the inaugural launch communication already out, we are confident of achieving that.”

Sharing her views on the film, Shyamashree D’Mello, ECD & Head of Creative Services, Publicis Beehive said: “It was great fun working on the Club Factory launch campaign, as it challenges the notion of fashion being the fiefdom of expensive brands. The bonus was getting the energy of Ranveer Singh and the elegance of Manushi Chillar, paired together for the first time ever, to do that. The light-hearted reverse snobbery they bring to the fore, really hits home as it’s all about being trendy and original in style choices, but paying a fair price for it. Fashion pundits be damned!”

The film has been launched on various digital platforms and has been receiving some rave reviews from the viewers. It has already surpassed 24million views on Youtube since it went live a few days ago. The campaign has also been launched across various platforms including television, digital, outdoor, print etc.

Campaign credits:

Client: Club Factory
Client Team: Aviva Wu
Agency: Publicis Beehive
MD & CCO: Bobby Pawar
MD: Srija Chatterjee
COO: Paritosh Srivastava
Creative Team: Shyamashree D’Mello, Avinash Parab, Savita Nair, Nikhil Warrier, Harish Iyengar, Shreyas Shetty
Account Management: Smita Das, Khushbu Hisaria
Account Planning: Binita Tripathy
Production House: Prodigious
Production Team: Vandana Watsa, Anup Das, Andalib Patel, Sajid Shaikh
Director: Karan Kapadia

Resource: https://brandequity.economictimes.indiatimes.com/

Ten Tips for Shooting a Travel Video

Shooting travel videos may seem easy, however, achieving good footage on the move requires combination of proper planning, technique, and a good story.

Whether you’re planning to shoot travel photos or videos on your next trip, there will always be some obstacles that will ruin your images. Especially, when visiting popular tourist attractions, your images will be photobombed by tourists most likely. But, tourists are not the only problem you might face. You may just need to pay a bit more attention to details, technique, and your schedule to overcome any possible problems.

Parker Walbeck is a full-time filmmaker and on this 17-minute video, he shares his top 10 tips on travel videography. He underlines the significance of scheduling the shoot day, and how he manages his time to get more from daylight. This leads to other topics such as content, composition, subject, and how to use them effectively in a travel video. The video continues with other helpful tricks including gear, lens choice, camera settings, and post-processing, and Walbeck explains these tips with samples on this video.

Do you have any tips for shooting travel photos and videos? Please share your thoughts in the comments section down below.

The Appeal of Adventure is Growing for Chinese Tourists

The outbound Chinese market is maturing and increasingly looking to adventure as the means to more deeply experience the world and its many cultural and natural wonders. A May 2018 poll from J. Walter Thompson Intelligence found that 30 percent of Chinese travelers had already taken a trip focused on thrill-seeking or adrenaline-pumping activities, while 45 percent are interested in planning one.

The poll was based on 1,500 consumers from 16 Chinese cities who had traveled outside China in the past 18 months and reported in “China Outbound: The New Face of Chinese Global Travel.”

With Chinese tourists’ overseas spend expected to grow from $115 billion in 2017 to $429 billion by 2021, according to CLSA, adventure operators can expect a jump in Chinese customers.

“Chinese high-end travelers are becoming increasingly mature and sophisticated in their travel preferences. They’re no longer interested in traveling in big groups which lacks a sense of privacy, flexibility, and uniqueness and are now looking for exceptional experiences and completely customized itineraries,” explains Jonathan Cheung, CEO of Abercrombie & Kent China whose headquarters are in Beijing.

“They do not want to travel the traditional way by visiting crowded tourist sites but are looking for a holiday where they can experience new cultures with unique experiences.”

After years of providing travel services to Chinese expatriates living abroad, Abercrombie & Kent recently set up a private travel office in Beijing to serve the growing clientele interested in luxury adventure trips.

While African safaris and polar expeditions are both high on Chinese adventurers’ wish lists, catering these experiences to the Chinese market is particularly challenging.

It not only requires Mandarin-speaking guides, but the product must be completely customized to reflect Chinese interests and menus, explains the A&K team.

For example, Geoffrey Kent took 11 Chinese billionaires on their first safari to Kenya and found that rather than teaching a local guide to speak Mandarin, it was more successful to teach a Mandarin speaker to be a safari guide.

These challenges haven’t stopped visitor growth to some of the world’s most remote destinations.

Last year China overtook Australia as the second largest source of travelers to Antarctica, accounting for 12 percent of approximately 46,000 visitors, according to the International Association of Antarctica Tour Operators.

Chinese nationals are also the largest group of visitors to Russia’s Arctic region, according to government figures. Moreover, Finland’s Lapland region last year recorded a record 92 percent rise in overnight stays by Chinese visitors.

“While they want adventure and exploration, they expect to travel in comfort and style,” explains Cheung.

WeChat has also become an important element of the high-end travel experience for Chinese guests and being used to settle payments, communicate with guests and for marketing.

Even Chinese travelers not interested in such extremes are seeking to explore more traditional destinations in Asia, Europe, and the United States in a new way whether that be through the lens of art, wine, fashion, or sports.

Not all Chinese adventure tourists are looking beyond the selfie just yet, according to Dan Austin, owner of Austin Adventures, an award-winning tour operator primarily focused on national parks.

“Our understanding and impression so far is that the average Chinese visitor to the US may want to ‘see’ the iconic sights like say Old Faithful,  but they are looking for a quick selfie and not deep immersion being on a site-packed travel itinerary,” explains Austin.

In his experience, Yellowstone National Park is an exceptionally desired location. However, the Grand Canyon, Yosemite National Park, and Zion are also growing quickly.

Austin has found the best way to reach the market is with and through an “in country” Chinese travel partner

“We see opportunities in the custom-designed, exclusive trip area where we can build an itinerary to suit specific desires, goals, and budgets. The high-end, affluent Chinese client is becoming our target audience and custom, private trips are the product we feel we can sell,” he says.

As a leader in national park vacations, Austin has organized a handful of “custom” Chinese requests and expects that number to continue growing.

As often occurs, the luxury market is leading the evolution of Chinese adventure tourism with deeper, more immersive and exotic experiences. Adapting this model for a variety of price points will be key in capturing the growing outbound market looking to move beyond the museums and shops of major cities and into nature.