Case Study: the San Francisco Museum of Modern Art’s Campaign to Welcome Chinese Travelers

One of the few cultural institutions to already have brand awareness in China when the country opened the sluice gates to outbound tourism in late 2007 (when China gave Approved Destination Status to the United States), the San Francisco Museum of Modern Art has launched a multi-channel, multi-audience campaign aimed at driving up the number of visitors to the city from China. The initiative involves: the creation of greater awareness and support from San Francisco’s sizable Asian American population with ties to China; the launch last year of  “Art and China after 1989: Theater of the World,” the largest survey of Chinese contemporary ever presented; working with the San Francisco Travel Association and its in-country representation in China to promote the museum; opening SFMoMA’s own Weibo and WeChat channels in July and have hiring staff to operate the platforms and a consultant to create updated content for the pages; and the hire two full-time, Mandarin-speaking museum guides who will be available for all of the museum’s shows, not just the China show. For the complete Jing Travel article on the SFMoMA campaign, click here. (https://jingtravel.com/san-francisco-modern-art-museum-china-campaign/