The China Mega Famil involved over 100 key decision makers from 54 Premier
Aussie Specialist Program (PASP) travel agencies in China; VIP delegates
from key airline partners; and Chinese Media. The week long Tourism
Australia event aimed to give representatives the opportunity to experience
different travel products in Victoria and other Australian destinations.
While in Victoria, delegates had the opportunity to sample Melbourne’s
world class shopping and major tourist attractions including the Eureka
Skydeck, a gala dinner at Crown Melbourne and experiencing the Tramcar
Restaurant. Trips to Regional Victoria included Phillip Island Nature
Parks, Sovereign Hill in Ballarat, the Mornington Peninsula and a self
drive trip along the Great Southern Touring Route.
The China Mega Famil is the latest in a string of activities undertaken by
Tourism Victoria over the past 12 months to appeal to the high growth
market of China. Following the launch of Victoria’s first China consumer
brand campaign “Open Up to More – Melbourne” last year, Tourism Victoria
launched the Open Up to More – Melbourne Tactical Campaign in February
2013.
The integrated trade and online consumer marketing campaign aimed to
develop and promote quality tour packages that underpin Tourism Victoria’s
new brand campaign. An interactive campaign microsite and social media
promotion allowed consumers to learn more about Melbourne and Victoria’s
unique tourism experiences and to explore a range of new innovative themed
travel packages.
Tourism Victoria has just completed Phase one of the Open up to More –
Melbourne Tactical Campaign. Over the 6 week campaign period, the
interactive microsite which featured 30 new themed Victorian travel
packages, attracted more than 50,000 visitors, more than 18,000 campaign
participants and nearly 4,000 new Tourism Victoria’s Sina Weibo fans.
Tourism Victoria is currently preparing for Phase Two of the campaign which
will involve tactical marketing partnerships in China with the 9 campaign
winning travel agencies to promote the best itineraries from Phase One.
Melanie De Souza, General Manager of International Marketing at Tourism
Victoria said, “The aim of these activities is to establish long term brand
positioning in the China market, building awareness and demand for outbound
travel to Melbourne and Victoria.”
“Tourism Victoria remains committed to the China market and will continue
to conduct targeted marketing activities with key stakeholders in line with
Victoria’s China Tourism Strategy.” said Ms. De Souza.
China is now Victoria’s number one market in terms of visitor expenditure,
visitor arrivals and holiday visitors. There were 298,000 visitors from
China for the year ending March 2013, who spent $1.08 billion in Victoria. |
