Tourism Victoria’s launch of the state’s first fully integrated international consumer marketing campaign in China has today been welcomed by VTIC, with the peak body saying the announcement is an innovative approach to capitalise on the China tourism market.
The Hon. Ted Baillieu launched the campaign last night in Shanghai as part of a week-long Super Trade Mission to the country to explore trade and investment opportunities for Victoria.
VTIC Chief Executive Dianne Smith says, “The announcement continues to build on the China Tourism Strategy, launched by the State Government in May 2012, and will help to attract the growing Chinese tourist market to Victoria.”
The campaign will include film, magazine and digital advertising elements and will be supported by promotion on China’s social media platform Sina Weibo and a new mobile phone app. It will also include a new Chinese language website which is the biggest of its kind in Australia featuring 500 pages of Mandarin content, as well as cooperative activities with airlines and travel trade operators.
“Victoria has historically had many firsts with China – it was the first Australian state to become a ‘sister state’ and now Tourism Victoria is the first state government tourism organisation in Australia to invest in a sizeable brand campaign in China,” says Ms Smith.
“This campaign sets a new benchmark, clearly demonstrating a commitment to a long term relationship with China and the industry.
“The campaign further supports Tourism Australia’s There’s nothing like Australia global consumer marketing campaign which has been received very well in China. The campaign has showcased Victoria’s tourism industry featuring some of our key tourist destinations in its adverts.
“From our experiences in China this week it is evident that the Chinese tourism market is very eager to travel to Victoria and we welcome the Government’s forward-thinking approach to motivate this important market.”
VTIC Chief Executive Dianne Smith is currently in China as part of the Victorian Government’s Super Trade Mission.
Media contact: Melina Walton, Senior Communications Adviser, firstname.lastname@example.org, 03 8662 5310, 0423 883 945