Business Events Geelong

Tourism

Challenge

The Chinese market for events is growing in Australia (international and domestic). Geelong is a beautiful location on the way to the Great Ocean Road with a multi-award winning convention bureau delivering fantastic business events. With great venues and spaces, abundant accommodation and transport options, why wouldn’t Chinese businesses want to host their events in Geelong?

Victoria has over 370,000 Chinese people, most of them based in Greater Melbourne. They are not aware that Geelong is a hub for meetings, incentives, conferences and exhibitions.

Business Events Geelong came to Chin to help attract more Chinese business visitors to Geelong. And to showcase the excellent conference facilities and tourism destinations in the area to both a local and international Chinese audience.

Chin set about developing a Chinese brand and logo that was clever, fun and resonated with a Chinese audience – and a name they could remember.

Solution

The first step was to create a Chinese name:
Geelong is reasonably well known in Chinese. But still, people may not know where it is, so we decided that both ‘Geelong’ and ‘Australia’ needed to feature in the Chinese brand: 观光言商,如画吉朗。“相遇吉朗”会展局。

The second step was to design the Chinese logo:
Chin commissioned a calligrapher to ‘brush stroke’ the brand mark, pulling inspiration from the English logo look and feel. The outcome ensured that the Chinese characters were jovial, fun, and fresh and functioned within Chinese calligraphy rules.

Results

The first campaign to use the new Business Events Geelong Chinese name and logo was a brand awareness campaign on Mafengwo – one of the biggest travel websites in China. The campaign successfully announced to a broad audience that Geelong was an excellent location to host business events!

Chin currently manages Business Events Geelong’s WeChat account which is growing in reach.