This Week in Australia targets Chinese tourists with WeChat

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Hardie Grant Media targets Chinese visitors with integrated print and digital solution across its visitor guides and maps.

Giselle Griffiths

The content and publishing agency purchased the This Week in Australia travel guide portfolio in 2006. It recently reimagined the entire portfolio with a complete brand refresh and the development of a WeChat page on China’s leading social app, complimented by a Chinese website.

Publishing Director, Giselle Griffiths says, “Previously, we had multiple visitor guides and map products that weren’t housed under one brand. The portfolio consolidation means we can offer more relevant content to our audiences wherever they are, while delivering more effective advertising opportunities to our clients – especially those targeting Chinese visitors to Australia.”

Australian businesses looking to create their own WeChat account are faced with significant and costly hurdles. This Week in Australia’s integrated offering bridges that gap – giving brands the opportunity to immediately connect with the high spending Chinese visitor market.

Hardie Grant Media partnered with Bastion S&GO’s China Advisory team, which creates and manages content for WeChat and Weibo on behalf of a range of Australian businesses – from ASX listed companies through to SMEs.

Doris Li, Digital and PR Director, China Advisory Bastion S&GO says, “This partnership gives us the opportunity to create a unique platform in Australia that communicates with Chinese tourists. We believe the new digital channels will add great value to This Week In Australia's established print guides, offering an integrated platform for the growing Chinese frequent independent travellers to connect with Australia.”

With total tourism spend in Australia forecast to reach $131 billion by 2020 and China set to become our largest international market by 2017-2018. Coupled with this is the huge growth of WeChat users in Australia, currently at three million and increasing daily.

This Week in Australia covers

This Week in Australia delivers high quality content that has been carefully curated with the traveller front of mind, giving visitors the information they want and need so they can experience the best of what Australia and its cities have to offer in both the English and Chinese language,” Griffiths says. 

“Our travel portfolio is well poised to meet the growing inbound visitor market with engaging and dynamic content distributed via a fully integrated digital offering. The future looks bright.”

Hardie Grant Media is Australia’s leading content and publishing agency, creating content for print, digital, video and social, and working with clients such as Jetstar, Mercedes-Benz, Dan Murphy’s and HCF. 

Giselle Griffiths
, Publishing Director, Travel & Tourism.