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China Campaign Cover Image

Explore Melbourne with Li Xian, Visit Victoria's New Campaign Ambassador in China

Visit Victoria has unveiled a new China campaign fronted by rising Chinese actor Li Xian. The campaign 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. It emphasises key tourism offerings in Victoria including food and wine, festivals and events, arts and culture, nature and wildlife, and highlights Melbourne’s distinctive travel offerings.

Research shows that Chinese travellers are seeking more personalised, distinctive and meaningful travel experiences. As a result, the essence of Visit Victoria’s campaign is an invitation to travellers to discover the state and experience all that it has to offer, and features key city and regional destinations. 

The campaign is targeted at independent visitors from China, aged 25 to 45 years seeking local and authentic experiences that can give them the opportunity to learn and grow.

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.
Premier of Victoria, Daniel Andrews

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

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

Photo Gallery: China Campaign Launch Event - Shanghai - Monday 12 March 2018

Speaking at the launch event, Visit Victoria Chief Executive Officer Peter Bingeman said, “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 travellers. It has been developed to promote Melbourne by appealing to a new generation of travellers with Melbourne’s distinctive and aspirational characteristics as a sought-after destination. The campaign highlights the wonderful offerings that have made Melbourne the world’s most liveable city for seven years in a row and will ensure we continue to welcome more visitors than ever before.”

“China is currently Victoria’s largest international source market for visitors, visitor nights and expenditure and has topped the chart as the biggest traveller segment in the world."

Visit Victoria has the ambition to making Melbourne stand out as a must-visit travel destination within Australia.
Visit Victoria, CEO, Peter Bingeman

The newly launched China campaign showcases Melbourne and Victoria across multiple consumer channels, including online television, digital and social media platforms. Visit Victoria will also work closely with the Chinese travel trade partners to develop self-drive itineraries featuring unique wildlife experiences, fresh produce and dining experiences, festivals and events as well as Victoria’s stunning natural landscapes. 

Photo Gallery: China Campaign Advertisements

Terry Zhang, Visit Victoria Acting Regional Manager of Greater China said, “We are delighted to appoint Mr. Li Xian as the campaign ambassador for Visit Victoria in China. His unique, inquisitive and energetic character matches perfectly with Victoria’s diverse qualities. We believe this partnership with Mr. Li Xian will build a greater understanding of the Melbourne and Victoria for our travelers. Our goal is to attract more Chinese visitors to consider Melbourne as their first choice when traveling abroad.”

This new video showcases Melbourne’s unique city charms complemented by spectacular regional natural landscapes. It begins in the heart of Melbourne at Federation Square, with Li Xian walking through the iconic Flinders Street Station; strolling along Hosier Lane to view ever-changing street art; meeting Australia’s adorable animals in the wildlife park; flying over the spectacular Twelve Apostles by helicopter; and enjoying the view from a hot-air balloon over the fields, lakes and grapevines of the Yarra Valley. The visuals clearly show that Melbourne is indeed Australia’s most beautiful, romantic, diverse and friendly city.

Li Xian, the campaign ambassador said, “I am honoured to be the campaign ambassador for Visit Victoria. During the video shoot, I was so impressed by Melbourne with many beautiful views and memorable moments. I look forward to sharing my wonderful travels with Chinese travelers so they can create their own memorable experience in Melbourne, in their own unique way.” Li Xian has starred in numerous popular films and television series, including Tientsin Mystic, Medical Examiner: Dr. Qin, A Smile is Beautiful, Who Sleeps My Bro, and Only Side by Side with You

His current fan following on Weibo is almost 2.4 million people.  Weibo Hot Topic NO. 1 on “ Li Xian takes you to Melbourne” – launched on Weibo yesterday and has already had more than 10 million views.  The campaign will include 90, 30 and 15 second TV commercials; key destination visuals for use across print and digital platforms; and a social media activation. Following the launch phase which will focus on awareness, Visit Victoria will work with key trade and airline partners in-market to drive conversion. Cooperative marketing campaigns will take place for the next 12 to 18 months.

Photo Gallery: China Campaign In-Market Activity