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”.
