Words don't always translate across cultural lines — but good design and marketing do. When the U.S.-based tour operator for Shandong Provence in China came to 20/10, they were looking for a way to digitally showcase the destination in a way that appealed to the American traveler. We began our process by doing research into tourism trends and presenting the client with the best approach to address how Americans shop for and engage with vacation destinations.
Our next challenge was to take the content provided from China and find a way to make it fit this new approach while staying true to Shandong's focus. Using creative wordsmithing, clean graphics, and industry best practices, we developed a site and corresponding digital marketing assets that caught travelers' attention, excited and educated, and lead to increased conversion.