Since 2015, Sinclair has been assisting Tourism Australia to drive visitation from Hong Kong to the land down under. Perceptions of Australia are overwhelmingly positive in Hong Kong, so the challenge was to develop a campaign that could drive repeated visitation. From front-row encounters with wildlife and natural wonders, to the finest gastronomic experiences – there’s something for everyone in Australia.
Key activations included The Sisterhood traveling gang in Australia featuring top celebrities that explored Victoria and Northern Territory, Eating well with Madam Wong to explore South Australia, and Australian Way of Live with Emi Wong. The series of travelogues helped increase the understanding of Australia.
Insight: Digging deeper through positive sentiment, we discovered a lack of comprehension of the activities on offer in Australia owing to its size and diversity making it difficult to attract repeat travellers.
Strategy: Collaborated with local celebrities, top local TV channels and Facebook pages to generate creative storylines and wide reach to the target audience, while highlighting the variety of gastronomic activities, wildlife and natural wonders available in Australia.
Localise: Content was developed with the Hong Kong traveller in mind. Local celebrities were engaged to increase noise, especially on top entertainment platforms that lead to creating desire to visit Australia.
Influence: Curated itineraries to upload online for travellers to explore and research.
Engage: Held a launch with target media to highlight Australia’s unique offerings.
