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Tourism Australia reveals stats for first month of Trip In A Minute campaign in China

Tourism Australia has revealed statistics from the first month of its Trip In A Minute campaign in China, Australia’s biggest growth market for tourism.   

The campaign was launched on July 31 on the back of last year’s Trip In A Minute campaign by The Conscience Organisation which targeted US, UK and Japanese tourists.

This year, DDB China developed a video for the China travel market which has recorded more than 3,000 views via online video platforms including Tudou.com and Youku.com, China’s versions of YouTube.

“Re-tweets” of the Trip In A Minute post on social platform Weibo.com See Australia page has reached over 600.

Despite YouTube, Facebook and Twitter being blocked in mainland China, Weibo.com is the fastest growing social platform in the country with 140 million registered users, about one third of China’s internet users.

Nick Baker executive GM consumer marketing said: “The ‘Trip in a Minute’ format combines advocacy and online video in a powerful and cost effective way. The new Chinese video is going down really well, inspiring lots of online discussion and many positive comments. A lot of people who have viewed the video are saying they’d love to do a similar trip with their own partner and we’ve even had postings from a few engaged couples who’ve said that they are now considering Australia as their honeymoon destination.”

The tourism body also has a presence on other popular social media platforms including t.qq.com which combined with weibo.com has 160,000 fans of the See Australia pages.

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