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ASIA-PACIFIC – SHANGHAI, CHINA, NOVEMBER 25, 2011: Tourism Victoria, representing the second most populous state in Australia, has selected Ogilvy & Mather as its partnering agency to develop a major Chinese outbound tourism campaign that will further expand its fast-growing tourist market. The new campaigns will be enticing visitors from mid-2012.
Ogilvy’s 360 Degree team will develop integrated brand and consumer campaigns comprising of advertising, digital, content and engagement strategies to better position Victoria as a destination that offers breathtaking natural scenery, internationally acclaimed cuisine as well as unrivalled opportunities to be part of some of the world’s top sporting and cultural events. The AUD6 million advertising account will also include consumer research, and design and production services.
Minister for Tourism and Major Events, Louise Asher, said, “The Victorian Coalition Government is pleased to appoint Ogilvy & Mather to manage this important campaign, as they stood out for their profound
insights into what attracts Chinese tourists to Australia. China is Victoria’s fastest growing tourist market, with more than a quarter of a million Chinese tourists expected to visit Victoria this year.”
Chris Reitermann, President of Ogilvy & Mather Group/Shanghai, said, “Tourism Victoria is known in Australia for its iconic campaigns and we’re excited to do similarly iconic work for them in China.”
