SINA.com is one of the largest web portals in the world. Touted as the Yahoo! of Asia, it had very little presence in the US market. To promote SINA.com among American corporate marketing departments, we created an attention-grabbing sales kit. Based on the most familiar Chinese metaphor in America—Chinese food—we developed a tagline for SINA: “We deliver Chinese...online.” The package included a “menu” of services and the reply form resembled a take-out order form.
We combined direct mail campaigns, collateral, ads, industry-specific reports and newsletters to build awareness and establish SINA as the category pioneer and leader.