The problem:

With COVID19 shutting down airline routes and almost all international travel, we worked with our client in re-thinking its strategy. Not only were traditional travel industry supply chains disrupted, but consumer marketing was also being disrupted; with face to face promotional events shut down and without the ability to have conversion; traditional campaigns were going to be futile.

Our client for this project was a well-known destination marketing agency responsible for the promotion of one of Australia’s states.

The solution:

Not wanting to give up on all of the historical traction and product awareness gained over the previous years,  our client agreed to explore a ‘consumer dreaming’ approach, where a mix of traditional and non-traditional channels were used throughout global lockdowns to ‘keep in touch’ with interested Chinese consumers.

Our team believed that China’s emerging short-video and live-streaming economies represented the ideal opportunity to reach-out directly to our target audience’s smart device screens. Over the following 2-3 years, we worked with our client to design and deliver over 100 short promotional videos and over 10 live-streaming sessions on leading Chinese social media outlets, including Douyin (Chinese TikTok), RED, WeChat, Mafengwo and Ctrip. James was the primary short video series ‘anchor’.

The videos were designed to be engaging for the organisation’s target market, giving them a ‘virtual tour’ and ‘wish you were here’ experience. The content was watched all over China, gaining over 18,000,000 views, hundreds of thousands of engagements and delivered over AUD $24,000,000 in advertising value for our client.