Tourism Victoria runs first campaign in China to lure tourists to explore new destinations

The campaign aims to encourage Chinese travelers to look beyond the usual tourist haunts in Melbourne and explore alternative destinations in the Australian state of Victoria.

The campaign, which will run in tier-one and select tier-two cities in China through 2013, aims to grow Chinese visitor expenditure by 11 per cent per year and deliver more than US$2 billion in expenditure by 2020.

Created by a cross-discipline team in Shanghai from O&M Advertising, OgilvyOne, Social@Ogilvy and Neo@Ogilvy, the integrated campaign consists of print ads, an online video and a Chinese-language website that showcases views of nine tourist hot spots in the city and state.

The website features an 80-second video spot featuring two young tourists, wearing their hotel bathrobes, as they go out to explore the art, architecture, music, history, food and nature that Victoria has to offer.

The series of three print ads juxtaposes Victoria’s natural scenery, ranging from open vineyards to limestone rock stacks, with Melbourne’s cosmopolitan cityscape.

A social-media component involving Chinese students in Melbourne will begin next year.

Debby Cheung, president of O&M Group/Shanghai, said the agency hoped the campaign would encourage China’s more sophisticated travelers to look beyond the usual tourist traps and explore alternative adventures around Melbourne.

CREDITS

Project title: “Open up to More” 
Client: Tourism Victoria 
Brief: To attract mainland Chinese tourists to Melbourne, Australia 
Creative Agency: Ogilvy & Mather/Shanghai 
Chief creative officer: Graham Fink 
Executive creative director: Ali Grayeli 
Creative director: Flora Feng Art Directors: Yoyo Chen, WANG Han 
Copywriter: Qiangwen Zhang 
Agency producer: Weisian Lee Planning: Edward Bell, Morgan Cao 
Account: Christina SK Chan, Louisa Leung, Zelia Bao, Jayci Yang, Celia Yan 
Digital agency: OgilvyOne/Shanghai (Michael MY Chu, Hongye Hu) 
Media agency: Neo@Ogilvy/Shanghai (Lan Wang, Twinkle Chang, Virginia Xiong, Pedro Wang, Eleanor Lao) 
Production house: Plaza Films Exposure: Print, OOH TV, digital, social
Exposure: print, online