Tourism Victoria, representing the second most populous state in Australia, has selected Ogilvy & Mather as its partnering agency to develop a major tourism campaign in the mainland China market.
Ogilvy’s 360 Degree team will develop integrated brand and consumer campaigns comprising advertising, digital, content and engagement strategies to better position Victoria as a travel destination.
Under the US$5.8 million (A$6 million) advertising account, Ogilvy will conduct consumer research and create both online and offline initiatives in campaigns that will be marketed from mid-2012.
Victorian minister for tourism and major events Louise Asher stated that Ogilvy stood out in a competitive pitch with three other agencies for its "profound insights into what attracts Chinese tourists to Australia”.
China is Victoria’s fastest growing tourist market, with more than 250,000 Chinese tourists expected to visit this year, according to Asher.
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