Australia Launches ‘Explore Melbourne’ Campaign Aimed at Chinese Tourists

Visit Victoria has launched a new China campaign via BBDO Shanghai, fronted starring Chinese actor Li Xian.

Research shows that Chinese travelers are seeking more personalized, distinctive and meaningful travel experiences. Thus, the essence of Visit Victoria’s campaign is an invitation to travelers to discover and experience all that it has to offer by featuring key city and regional destinations.

The campaign message translates to “Melbourne, a place that is uniquely special in its own way” and marks a new phase of the State’s marketing strategy in China.

“The campaign is targeted at independent elite travelers from China, aged 25 to 45 years seeking local and authentic experiences that can give them the opportunity to learn and grow,” said a statement.

“This is Victoria’s first dedicated China campaign in six years – we want to show visitors from China what makes Melbourne the world’s most liveable city seven years straight,” said Daniel Andrews, Victorian premier.

Victorian Minister for Tourism and Major Events John Eren said that the campaign will work to strengthen links with Chinese communities in Victoria and overseas.

“We’re very proud of our strong links with China – from the growing number of visitors to our vibrant Victorian Chinese community,” said Eren.

“This new campaign will boost our economy and support jobs by inviting a new generation of Chinese travelers to experience the best of everything Victoria has to offer.”

“Visit Victoria’s exciting new campaign will showcase some of the diverse and engaging experiences on offer and is designed to continue to win the hearts and minds of Chinese travelers,” said Visit Victoria chief executive officer Peter Bingaman, speaking at the launch event.

“China is currently Victoria’s largest international source market for visitors, visitor nights and expenditure and has topped the chart as the biggest traveler segment in the world. Visit Victoria has the ambition to making Melbourne stand out as a must-visit travel destination within Australia.”