B2B & B2B2C Marketing

Visitors from China are the highest spend travelers to the U.S., typically spending around $2,700 per visitor per trip. I led a team of six from our China office to successfully convince Perfect China, a direct marketing company similar to Amway, to host their annual convention in Anaheim instead of Las Vegas. The convention was part of a two-week incentive trip for high earners and their families.

Along with Perfect’s preferred tour operator CITS, I collaborated with destinations, attractions, retail and hotel suppliers to support itineraries across the state while providing the best experience for value. Visit California supplied letters of support appealing to the 5 U.S. Embassies in China on behalf of the group. At the time, the convention was the largest ever from China, with over 7,000 attendees. The visa approval rate for this group was a huge success at 94%, compared to the average of 90%.

The groups arrived over several days, spreading out across the state before converging at the Anaheim Convention Center for their annual meeting. During the convention, I coordinated a hosted  VIP media FAM and reception for 32 local and in-market Chinese media. In total, 12,000 room nights were booked equating to $17.5MM economic impact for hotels partners.