Victoria seeks China advantage

Victoria seeks China advantage
By admin


Tourism Victoria has launched a marketing campaign aimed specifically at Chinese travellers as it looks to “outcompete” rival states in Australia.

The crusade, which features the tagline Open up to More, includes a redeveloped Chinese website, digital and print media and social media.

It will position Melbourne as a “stylish, romantic and contemporary city”, which has nearby nature-based attractions, Victoria state premier Ted Baillieu said.

The campaign was launched in Shanghai during a trade mission to China and comes as Sichuan Airlines confirmed plans to operate to Melbourne.

The state said it has become the first to develop a campaign dedicated to China “in the hope of outcompeting the other states and New Zealand for the lucrative Chinese dollar”.

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