The picturesque Somme department, located within the Hauts-de-France region of France, is basking in newfound fame thanks to Chinese actress and influencer Jelly Lin. Her recent promotional video has taken the internet by storm, amassing over 40 million views across her social media platforms. This ambitious initiative aims not only to showcase the stunning landscapes of the Somme but also to rekindle interest among Chinese tourists who have largely stayed away since the onset of the COVID-19 pandemic.
Filmed last August, the video features Jelly Lin exploring iconic locations such as the grand cathedral of Amiens and the charming seaside town of Mers-les-Bains. The visual narrative has elicited strong feelings of pride among local residents and businesses. "I find it really great to see interest going toward such a beautiful area here," one delighted local resident exclaimed, as reported by TF1. Indeed, Jelly Lin's charismatic presence has turned the spotlight on the region, which many believe holds untapped potential for tourism.
With the cooperative effort between Jelly Lin and local authorities, the campaign's financial investment ranges between 150,000 and 200,000 euros, funded jointly by entities from both France and China. The primary goal? To attract at least 1,000 additional tourists from China. Kevin, who runs the fish shop Ma.jo.li, eagerly anticipates this surge, stating, "I know they love fresh products, especially seafood, so they can come here; everything is fresh." Such sentiments highlight the optimistic atmosphere of local businesses, anticipating increased foot traffic and patronage.
The excitement around the video has also prompted residents of Mers-les-Bains to trace Jelly Lin's steps as depicted within the clip, enhancing community spirit and engagement with the campaign. Another local remarked, "It’s magical; we never get tired of watching; we come every day," demonstrating how this promotional boost has captured the imagination of locals.
Ruying Wang, the Asian development director at Hauts-de-France Tourism, expressed confidence about the video’s influence on future travel decisions. She noted, "The tourists are very connected, so they seek lots of information on social media. What she has published inspires their next destination," reinforcing the significance of digital presence among younger tourists who are increasingly reliant on social media platforms to make travel decisions.
This innovative marketing strategy isn’t unique to the Somme. A similar campaign implemented last year for Colmar, after filming a Chinese reality show, saw visitor levels spike by over 70%. This success story serves as motivation for the Somme department, reaffirming the potential gains from tapping culturally significant pathways to attract international visitors.
Onlookers and stakeholders alike are hopeful this campaign could signal the start of revitalizing tourism within the Somme. Local businesses, ranging from seafood shops to boutique hotels, are preparing to welcome new guests and showcase all the unique experiences they offer. The reverberation of Jelly Lin’s video may very well lead to long-lasting interest and economic recovery for the region.
With Jelly Lin now recognized as the face of Somme’s tourist revitalization campaign, the world will undoubtedly be watching to see how this synergy between international celebrity and local charm will grow. This collaborative effort not only shines a light on the awe of the Somme department but also serves as an inspiring case of how modern marketing can bridge cultures and boost local economies.
