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Australia’s idyllic summer resort locations have helped Tourism Australia snare the top position in UMS’ ranking of Destination Tourism official WeChat profiles.
The report reveals the best performing Tourism organisations on WeChat by ranking the profiles based on average views per post throughout the second quarter of 2017.
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The ranking saw Tourism Australia knock Tourism New Zealand into second place, with an impressive 28,517 average views per post. [View Q1 report here:Report: The most popular Tourism and Travel brands on WeChat]
Tourism Australia’s best performing post shared details about the country’s best summer resort locations and attracted 56,413 views. The post was shared in June, at the height of China’s sweltering summer, which proved to be a smart move to tap into people’s craving for a beach getaway.
A post by Destination Canada detailing the most creative ways to celebrate Canada’s national day was the second most popular post attracting 47,044 views. While Tourism New Zealand used the romance of a road trip to secure the third most popular post attracting 40,060 views.
Air Asia continues to dominate the airline category. Air Asia’s regular stream of flight deals and promotional offers helps the brand maintain its significant lead attracting a just under 2.4 million total views during Q2.
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Promotional offers were the key drivers behind this category’s top performing posts including a 1 RMB ticket offer from Cebu Pacific, which attracted 39,092 views.
A British Airways competition invited WeChat followers to submit their favourite British songs for a chanceto win a host of prizes, including airline tickets, travel accessories andt-shirts. The creative campaign post attracted 77,743views – well above the account’s average 5,412 views.
The statistics from Q2 2017 reinforce the importance of attractive and enticing imagery for tourism destinations to attract Chinese travellers, as well as showcasing the popularity of special price offers for flights. Once again, British Airways demonstrated how a creative competition can elevate engagement for a brand beyond a basic price-led promotion.
UMS is a full-service“independent digital” agency, which specialises in social media.
UMS partner with leading international companies to connect their brands with Chinese consumers through targeted creative communications.
We focus on international conversation, marketing consulting, cultural analysis, website localisation and social media management.
UMS成立于2011年，是一家专注于数字传媒领域研究及互联网营销服务的国际化新媒体公司。我们的总部位于新西兰奥克兰市，目前已在中国上海、宁波设立分支机构。
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