Are destination weddings starting to be forgotten?
The answer is… ABSOLUTLY NOT!
So, what’s the billion dollar industry to do when they think
they have reached the peak?
Companies such as MarryCaribbean.com have decided to look
overseas at a new market that could be their greatest potential. Jacqueline
Johnson, CEO of MarryCaribbean.com, believes the answer is China. “We felt thiswas the right time to take our expansion strategy to the next level and believethe market in China is ideal for us.” The company has created a public
relations campaign targeting strictly wealth Chinese couples. The campaign is
using social networking sites such as blogs to influence these couples to
travel the West Indies for the paradise wedding. Chinese bloggers will use
social networking sites to post pictures, articles, post and links to lure Chinese
couples to book their weddings in the Caribbean’s. China is set to become the
world’s largest outbound and inbound travel market for tourists. Johnson says China’s
“economy is strong and it is strategically located for future expansion.” It’s
important to note that the target isn’t just Chinese couples, but wealthy ones.
Their webpage has a whole side devoted to them and if you
click on the large icon that says “Marry Caribbean Goes to China,” you will be
redirected to page and information in Chinese. I think it was cleaver for the
company to expand and cater to another ethnicity. They understood their targets
were becoming wealthier and wealthier and China harbors a large population of
wealthy class couples eagerly awaiting a dream destination wedding to get away
to. Using Chinese bloggers to spearhead the campaign is effective because
consumers can connect with the bloggers and value can be added to the
MarryCaribbean brand.
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