Case Study


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The Chinese tourism market offers great business opportunities due to its size. The Chinese are the first number of tourists travelling abroad and it is constantly growing. This is mainly due to personal income rise, appreciation of RMB and favorable policies.

The Brand & Campaign Context

Macon is a small city in east-central France. It is the prefecture of the department of Saône-et-Loire in Burgundy. Mâcon is home to over 35,000 residents, who are referred to in French as Mâconnais.


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