How do you make Australia a first choice destination for Chinese travellers?

THE CHALLENGE

Tourism Australia originally had a highly visual and video-led global website, hosted outside of China, resulting in long loading times for Chinese visitors. In addition, the design of the website was globally uniform, and therefore did not adapt to cater specifically to the Chinese market.

THE ASAP+ DIFFERENCE

In order to adapt Tourism Australia to the Chinese market, we kick-started a five-year strategy for establishing and handling their Chinese digital ecosystem. This included brand hub creation to social platform development, as well as technical control across Adobe Experience Management platforms.

IMMERSIVE EXPERIENCES

Australia.cn provides visitors with high-quality immersive user experiences through 360° video content, which significantly increased brand engagement, with visitors spending an average of 12 minutes per session on the site. This powerful content gives visitors an immersive experience by catering to the particular interests and aspirations of the individual, whether it’s swimming with Whale Sharks, or taking in the Gold Coast skyline.

BRAND INTERACTION

To further create a unique user experience for Chinese visitors, we launched an integrated experience campaign from Australia.cn to live-streaming platform iQiyi. An interactive Q&A contest was combined with a 9-day online tour, featuring airline integration and KOL collaboration, to create a seamless experience from inspiration to booking. This resulted in over 1.2 million visitors to Australia.cn over the campaign period and over 10% of visitors spending more than 5 minutes onsite for brand interaction.

THE RESULTS

  • 11 Million

    Annual Visits to Australia.cn
  • 10%

    of all page visitors actively engage with direct partners such as airlines & OTAs