Tourism Australia woos Chinese with Taiwanese celebrities Show Lo and Rainie Yang

As part of a plan to woo more visitors from China, Tourism Australia has secured a publicity deal with two Taiwanese pop and TV stars.

Show Lo and Rainie Yang are to feature in an online drama series filmed in Victoria, Tasmania and New South Wales. Australia will also provide the backdrop for music videos for Show Lo’s new album.

The show will be broadcast online to an audience of 10m viewers in April, on Chinese video site and on Tourism Australia’s YouTube page for Taiwanese and Hong Kongers.

Lo and Yang will feature in a publicity tour during their visit, and in online promotions, social media, direct mail and tactical activity with travel agents and airline partner, Cathay Pacific.

Lo’s music video clips will also run on major Asian TV, music and karaoke channels around the time his new album is released. He is also part of Tourism Australia’s Friends of Australia global advocacy network of celebrities to generate buzz about Australia.

TA MD Andrew McEvoy said: “Creating relationships with international opinion leaders and celebrities like Show Lo who advocate Australia as a holiday destination has become a major part of our marketing and public relations strategy in recent times.”

“This campaign is another example of the power of advocacy through social media and digital platforms in tourism marketing, allowing us to reach an international audience through the web which they are actively using to plan and book holidays.”

In a similar deal last year, Tourism Australia brought Indian TV show ‘Bade Achhe Lagte Hain’ (‘I Love Him a Lot’) to Australia to film eight episodes shot against Sydney’s iconic backdrop. The show reached an audience of 25m Indians.



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