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Rocky Mountaineer

Since its inception in 1990, Canada’s Rocky Mountaineer has welcomed nearly 2 million guests and become one of the most spectacular and unforgettable travel experiences in the world.

In late 2018, Rocky Mountaineer launched into the China market offering dedicated Chinese language departures and an integrated sales, marketing and partnerships program.
WeChat account design and management.

In 2019, Rocky Mountaineer engaged CALD as their China Digital Agency to deliver a program social media, content, strategic partnerships and cooperative marketing activities, including:

  • Development of a digital strategy and partnership plan.
  • Establishment and ongoing management of official WeChat and Weibo accounts, including passenger engagement.
  • Content development including multilingual graphic design; video and photo production; animation; and in-language copywriting.
  • Identifying and developing strategic partnership opportunities with destination marketing organisations, airlines and non-traditional partners.
  • Campaign planning and strategy, and creative development for digital advertising (eg Sina Weibo, WeChat Moments) and KOL programs.