Overview

China represents a priority growth market for Visit Qatar, and MDS was entrusted with the mission of elevating it into the top 5 visitor source markets. We undertook a comprehensive overhaul of their social ecosystem and refined the content strategy to effectively capture Chinese traveler interest, drive meaningful engagement in the source market, and ultimately increase arrivals.

Scope & Deliverables

• China digital strategy, including channel strategy, content strategy and key action plans

• 5 main social platforms management: RedNote, WeChat, WeChat Channels, Douyin, Weibo

• Influencer sourcing and collaboration, with celebrity negotiations 

• On-going content optimization and content proposal to better fit Chinese traveler’s interests 

• Strategic insights for the Royal Family

Results

• Achieved over 1000% year-on-year growth on content reach and content engagement 

• Identified and promoted a highly relevant China-focused offline activity to drive 10m organic views without paid meeting to support

• Optimized the user journey on all social media platforms by revamping menu bar, optimize welcome message, etc.

• Successful 3-year contract renewal until 2028

Status

Active client (Nov 2024 – Dec 2028)
Retainer-based