Tourism Australia is looking for ways to spread user generated content push to China.
Currently, Tourism Australia is finding ways to handle the government firewall and roll out its user-generated content strategy into China. Tourism Australia’s Head of Digital, John MacKenney, said that TA was exploring technology solutions with content marketing and engagement platform Livefyre, which it already works with in Australia.
“We are looking at platforms there, particularly Weibo, and rebuilding our whole social media journey on austalia.cn. But there are significant challenges posting this stuff on the other side of the Chinese firewall and getting access to social media accounts. We can’t show Facebook and Instagram, but it’s a big part of our future.”
China is Australia’s largest inbound market in terms of spend, injecting $7 billion into the economy in the 12 months ending June 2015, a rise of 32% on the previous year. In January, Tourism Australia partnered with Livefyre and Adobe to aggregate user-generated content from social media.
MacKenney said prior to launching its UGC strategy in January Australia had a perception problem, losing market share on search across key markets including the UK and US. Since launching the campaign on Australia Day it has seen a 65% increase in dwell time on australia.com and a 77% uplift in leads sent to Australian tourism businesses and destinations.