The ultimate mobile marketing playbook provides insight and strategy for brands to unlock the cross-border tourism goldmine.

1. 360° Cross-border Tourist
Mobile Advertising Solutions
The Ultimate Mobile Marketing Playbook

2. Asia is rising in terms of popularity of travel destinations and number of outbound tourists
Average Annual Growth of International Tourist Arrivals
by Region of Origin 2005-2015 (%)
Greater China
Top 5 Frequently-Visited
Destination for Chinese Tourists
“Asia is gradually becoming the epicenter of the travel and tourism industry”
- David Scowsill, CEO of the World Travel & Tourism Council
Source: UNWTO, Visa, China Tourism Academy
6.60% 6.20%
5.40%
3.90%
2.8%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Asia and the
Pacific
Africa Middle East Americas Europe

3. Chinese tourist expenditure is equivalent to the GDP of Singapore
Greater China
Singapore GDP,
Ranked 37th In The World
Chinese Tourist
Expenditure
292.2
Billion USD
292.7
Billion USD
Source: UNWTO
292.2
Billion USD

4. The passport-owning population in China is around 70 million
Source: China Tourism Academy
Only 5% of Mainland Chinese population has a passport,
but the number of passport holders is more than Thailand population.

5. The number of passport holders are more than Thailand population
Source: China Tourism Academy
Only 5% of population are passport holders
Around 70 million Chinese owns a passport holder
Before you start…
 To increase footfalls at your brick-and-mortar stores?
 To create brand awareness in overseas markets?
 To drive the volume of app download or purchase?
 To encourage tourists to use certain service during the trip?
 To trigger transactions before departure?
 To retain customers in a long term?
 To build up brand loyalty?
First, identity your campaign objective

6. ** Only part of our clients listed
Target at the overseas tourists and potential local tourists
Before Trip
- Pre-Trip Booking
- Industry: Hotel, Online Travel Agent
During Trip
- Overseas Branding
- Overseas Transaction
- Industry: Credit Card Issuer,
Travel Retail, Airline
After Trip
- Mobile CRM through Data Collection
Potential Industries for Cross-border Tourists Target Marketing

7. 12+
BILLION
Biddable
Inventory
Per Day
600
MILLION
Unique Devices
Per Month
Best Coverage in Asia
Vpon’s Ad Inventory in Asia Pacific
* Biddable Inventory in Asia Pacific Unit: Billion Per Day
2.05
3.90
1.24 2.64
0.950.29
0.20
0.88
0.45

8. Look-alike Audience Targeting:
Finding Potential Tourists
Before Trip During Trip After Trip
• Targeting Location : Home
country
• Targeting Audience : Frequent
tourists and passport owners
• Targeting Location: Traveling
countries
• Targeting Audience: Tourists
• Targeting Location: Home
country
• Targeting Audience: Audience
showing interests in previous
promotions
Scenario Targeting:
Finding Tourists
Retargeting:
Loyal Customers

9. Target the frequent tourists and passport owners
Mobile Behavioral Data
- Traveled within and outside of China in recent 3 months
- Browsed travel-related information or visited travel-
related app/ web
Frequent Tourists Passport Owners
Device IP Data
- Device with IP outside of China
- By targeting at 5% of China residents who own a passport,
the travel-themed ad campaign can save up to 90%+ of
marketing investments
Data Management Platform
Vpon can identify the potential tourists and target them while they are in China.
Vpon’s Data Management Platform manages more than 2TB data monthly.
The data are collected from 1st, 2nd, and 3rd parties in all forms and extracts value from data and turn customer insights into actions.

10. Promote exclusive offers for Chinese shoppers at Korea duty-free stores
Chinese tourists identified in first-tier cities 'airports
10 Days
Case Study – Skincare Brand (Travel Retail)
A/B
A/B Testing
Two sets of ad creatives
were launched to test
for a better performance
Target at Chinese tourists
who were in certain airports
LBS Targeting
Creative A/B Test
Landing Page
Offer free gifts for tourists who visited at brand’s counter in the
airports and promote brand’s WeChat account
Encourage purchase to those Chinese tourists who were heading
to Korea
** Photos are for illustration purpose only

11. Case Study – Skincare Brand (Travel Retail)
Driving O2O transactions during trips
Increasing brand awareness
Encouraging purchase (especially for travel services)
Performance
Branding O2O
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
Beijing Airport Shanghai Airport
(Pudong)
Shanghai Airport
(Hongqiao)
Comparison of CTR by Location
Results: Good for …

12. Target at Chinese tourists while they are traveling
Scenario targeting is combining multi-dimensional targeting keys to identify location, preference,
usage of a mobile device, etc. To target a Chinese tourist travelling out of China, the following targeting keys
could be set.
Mobile
Connection
Location
Operating
Language
Apps - Traveling Countries
- Connected to Local
Data Network
- Free Wi-Fi
- Simplified Chinese Apps
- Installed apps only available
in China App Store
- Simplified Chinese

13. Case Study – Japanese Retail Brand (Travel Retail)
Tourists were directed to an e-coupon page after clicking on the promotional ad.
Tourists could redeem a free incentive when showing the e-coupon at physical stores.
Drive footfalls from online traffic to physical stores
Chinese tourists in Japan
17 Days
Creative Scan Coupon in-store
** Photos are for illustration purpose only
Good for …
Performance
Branding O2O
Driving O2O
Increasing footfalls
Triggering immediate purchase

14. Build up brand loyalty for a long-term relationship
Reach high potential customers
Retargeting Customer Relationship Management (CRM)
Big Data CRM
- Retarget the tourists who are already familiar with the
brand or demonstrate interests
- Keep the top-of-mind awareness and/or drive
conversions
- Enrich the brands 'database for better profile
management and analysis
- Predictive and prescriptive insights can be drawn for
better decision-making to achieve business and
marketing goals

15. Case Study – Macau Hotel (Hospitality Industry)
LBS Targeting
The ad was only delivered
to the areas around the ferry
terminal to Macau in HK
Retarget at the audience
who showed interests in
certain brands
Retargeting
Landing Page
Retarget the potential customers and keep top-of-mind-awareness
Hong Kong tourists to Macau
28 Days
** Photos are for illustration purpose only
Creative

16. Case Study – Macau Hotel (Hospitality Industry)
Driving repeat purchases
Bringing potential customers down to the buying funnel
Maintaining brand loyalty
Building mobile CRM
Performance
Branding O2O
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
Regular LBS Retarget
Comparison of CTR by Targeting
Results: Good for …

17. www.vpon.com
sales.global@vpon.comAdvertisers
Publishers bd.global@vpon.com
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