Delta suffers from low brand awareness and understanding in China. Through this promotion, the client wants to raise awareness among Chinese travelers by establishing a clearer brand positioning & image. We want ot target the Chinese middle class travelers. They usually travel a couple times a year. They are looking to book their next trip for leisure. They may be interested in the U.S. or have even traveled to the more popular cities with travel agencies. (NY, LA).

People categorize and organize themselves in cultural tribes based on interests and preferences. It is a more than a form of self expression, it is a crucial part of one’s identity. The tribe represents who they are, what they like, and in this case, HOW they travel. When our audience first come to our site, they can choose the tribe which represent them the most, these 4 tribes are tapping into the different existing cultural in China: The Fashionista, The Photolover, The outdoor lovers and The culture junkie. Base on these 4 cultural tribes, we provided different travel inspirations based on their interests and preferences, Each “tribe” will receive catered travel inspirations & activities suggestions.