"Ladies Prefer Melbourne" campaign

After Melbourne won an award as the most popular “ladies holiday destination” in a media poll in China in late 2008, Tourism Victoria implemented a major integrated campaign targeting the emerging ladies segment.

The media poll was conducted by “Pin Wei”, a leading lifestyle magazine distributed nationally around China. The campaign focused on Melbourne and Victoria's strengths in the food & wine, shopping and spa segments. The campaign also combined Tourism Victoria's PR, trade and consumer marketing activities and leverages partnerships with selected travel agents and Australian cosmetics brand 'Natio'.

Singapore Airline Coop Campaign

As part of a global partnership with Singapore Airlines, Tourism Victoria implemented an integrated marketing campaign in major newspapers and online portals throughout China. Seven travel agents from Beijing and Shanghai developed seven day Sydney and Melbourne packages travelling on Singapore Airlines.