How a Chinese Star Brought Global Attention to the Somme Department in France

In a bold and innovative move, the French department of the Somme collaborated with Chinese actress and social media influencer Jelly Lin to promote the region’s cultural and natural treasures. This initiative has already captured the attention of millions, offering a compelling case study for European tourism offices and hotels looking to boost their visibility internationally.

A Viral Sensation

On August 14, 2024, Jelly Lin filmed a captivating 1-minute 46-second video showcasing iconic sites in the Somme. Released on her social media platforms, the video quickly gained traction, garnering over 40 million views within months. From the UNESCO-listed Amiens Cathedral to the picturesque Belle Époque villas of Mers-les-Bains and the historic town of Saint-Valery-sur-Somme, the video offered a snapshot of the region’s unique charm.

The clip’s cinematic visuals and Jelly Lin’s presence resonated with her predominantly young and tech-savvy audience in China, sparking curiosity about a region often overshadowed by Paris and other major French destinations.

A Strategic Partnership

This collaboration was orchestrated by Hauts-de-France Tourisme as part of a broader strategy to attract Chinese tourists—a key demographic for the French tourism industry, especially after the pandemic. Ruying Wang, Business Developer for the Asian markets at Hauts-de-France Tourisme, emphasized the importance of engaging with influencers to appeal to the hyper-connected Chinese audience.

This isn’t the first time the Hauts-de-France region has experimented with such initiatives. A similar campaign in Colmar, featuring a Chinese reality show, boosted tourist traffic by 70%. The Somme hopes to replicate this success by leveraging Jelly Lin’s massive following to position itself as a must-visit destination.

Cost-Effective Marketing

A notable aspect of this campaign is its cost efficiency. Jelly Lin covered the production expenses herself, making this an essentially no-cost investment for the region. In recognition of her contribution, she was named Cultural Tourism Ambassador for the Somme. This honorary title underscores the growing trend of influencer-led tourism promotion as an alternative to traditional advertising campaigns, which can cost anywhere between €150,000 and €200,000.

Early Reception and Long-Term Impact

Local businesses and residents have expressed optimism about the campaign. Jean-Claude Lebrun, who hosted the team in Mers-les-Bains, noted the initiative’s potential to drive international interest following the town’s success in a national TV competition. Isabelle, owner of a crêperie in Amiens, described the film crew as delightful and highlighted Jelly Lin’s approachable nature despite her fame.

While immediate results may take time, the campaign’s reach has already sparked conversations about the Somme’s appeal beyond France. Tourism professionals are hopeful that the influx of Chinese visitors, who already frequent parts of the Hauts-de-France region, will extend further into the Somme.

Lessons for European Tourism Offices and Hotels

This collaboration exemplifies how tourism offices can effectively use influencer marketing to reach international audiences. The key takeaways include:

Targeted Partnerships: Collaborating with well-known influencers in specific markets can amplify regional visibility exponentially.
Cost Efficiency: Leveraging influencers who are personally invested in the project can minimize costs.
Local Engagement: Highlighting authentic local experiences ensures a genuine connection with the audience.
Digital-First Approach: Videos and social media content tailored to the target audience’s preferences are more impactful than traditional methods.

For European tourism offices and hotels, initiatives like this showcase the immense potential of influencer marketing in a post-pandemic world where travelers increasingly rely on digital platforms for inspiration.

By embracing such strategies, regions across Europe can attract new visitors and create lasting impressions, much like the Somme department has successfully achieved through Jelly Lin’s viral campaign.

Picture by pohlmannmark