Melbourne Convention Bureau

Tourism

WeChat H5 engagement campaign

Challenge

How tough is destination marketing during Covid with closed borders!  Nevertheless, our client is looking to the future and wished to communicate with its target Chinese audience during this tough time. In order to promote Melbourne as an events destination, Melbourne Convention Bureau was keen to increase follower numbers on WeChat, raise awareness of Melbourne as a business events destination and outline their services to Chinese MICE professionals to collect user preferences and promote its brand image.

Solution

Chin was up to the challenge and we proposed a creative H5 project (a mobile promotion site) to collect user information and conduct ground research with a creative design based on illustrations. The H5 has been distributed widely through multiple channels on WeChat.

User survey format has been a great tool to collect data and understand consumption behaviour in the MICE industry. The campaign content and format were designed to encourage social sharing and boost our client’s strength among Chinese MICE professionals.

Results

A well viewed and shared interactive page has helped many Chinese visitors plan out future trips and more event organisers are now aware of Melbourne attractions and offerings. 

http://www.melbournecb.cloud

WeChat marketing

Challenge

Melbourne Convention Bureau (MCB) set up their WeChat official account to target Chinese MICE industry professionals. They started managing Chinese content themselves, but found it  difficult due to language and culture barriers.They then reached out to Chin Communications and sought help on their content creation and localisation.

Solution

The Chinese language is intricately connected to its  culture, and it is fast changing – that’s why  our professional team of copywriters/translators was perfect. The team  not only are language experts, but also culture guides, understand the audience, and know what type of content will attract the target audience. Our graphic designers were also instrumental in improving the look and feel. This approach  has brought more views and followers to MCB.

Chin Communications provided content editing, trans-creating and design services to MCB, to fine tune their Chinese articles to make them more interesting and engaging. We also carefully created WeChat article titles to attract more general interest and increase article open rates.

WeChat articles also need WeChat-specific content typesetting or layout, an appropriate visual design will stand out and attract more attention and increase the readability.

Results

An enduring H5 page to continue to drive interest and bookings. Our client’s account has seen a steady increase in article views and number of followers.