OM to Develop 360 Degree Tourism Campaign for Victoria, Australia

Shanghai: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 fastgrowing tourist market. 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.

Ogilvy will conduct consumer research, develop marketing strategies, create advertising and both online and offline marketing initiatives. The A$6 million advertising account will also include Ogilvy’s development of creative for advertising and professional design and production services.

In announcing the appointment Victorian Minister for Tourism and Major Events, Louise Asher, stated, “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,” Ms Asher said.

Chris Reitermann, President of Ogilvy & Mather Group/Shanghai, said, “This is a tremendous opportunity for Ogilvy to brand Victoria as a compelling, must-see destination for Chinese travelers. Victoria really has something for everyone and we’re eager to make sure that Chinese tourists not only know about it, but actually visit, stay longer, spend more and enjoy the many diverse and exciting attractions. Victoria Tourism is also known in Australia for its iconic campaigns and we’re excited to do similarly iconic work for them in China.”

The new campaigns will be enticing visitors from mid-2012.

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