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Chinese commuters get glimpse of perfect holiday in Queensland

25 September 2019

Billboards at Chinese subway station

More than 13 million Chinese commuters will catch a glimpse of Queensland on their way to work as part of a new subway station takeover campaign between the Palaszczuk Government and Ctrip, Asia’s largest online travel agent.

Launched today in Shanghai at East Nanjing Road Station and featuring Ctrip’s celebrity ambassador Eddie Peng (Peng Yuyan) alongside Queensland imagery, the activity supports a new marketing campaign promoting Queensland via Ctrip’s ‘Trip Moments’ platform.

Tourism Industry Development Minister Kate Jones said the unique campaign by Tourism and Events Queensland (TEQ) was made possible through the Palaszczuk Government’s Connecting With Asia program.

“This new campaign is yet another innovative way we are ensuring Queensland is front of mind for Chinese travellers,” she said.

“In partnership with Ctrip, over the last month TEQ has hosted key opinion leaders in Brisbane, the Gold Coast and Whitsundays to generate content for Ctrip’s ‘Trip Moments’ platform.

“Today’s unveiling of the subway station takeover here in Shanghai will showcase the state to more than 13 million commuters over the course of the campaign.

“As people head to work, they’ll see these images and be able to dream of their perfect next holiday in Queensland.

“Ctrip is Asia’s largest online travel agent and Eddie Peng (Peng Yuyan) is one of China’s most prominent actors with a huge social media following including 31 million Weibo fans and 4.5 million followers on Instagram.

“Working with such recognised and respected companies and people gives us a great opportunity to promote Queensland to the enormous Chinese market.

Ms Jones said in the nine months since they’d signed a Memorandum of Understanding with Ctrip, TEQ had worked closely to promote the state.

Their activity included a campaign focussed around the Gold Coast Marathon and the launch of a brand new Queensland Mini Program powered by content from Ctrip on WeChat, China’s most popular online platform featuring a billion active monthly users.

“Queensland will also soon be home to Australia’s first Ctrip store, which is due to open at the Gold Coast Airport later this year,” Ms Jones said.

“Activities like this help us to grow the important Chinese market, which has grown to around 489,000 visitors who have spent $1.6 billion in Queensland over the last year.”

Ctrip Chief Marketing Officer Sun Bo said they were pleased to continue working with TEQ to promote Queensland.

“We are extremely delighted that we are able to continue this productive cooperation from which we are able to promote more travel and people-to-people exchanges.

“It is wonderful to see the advertisement unveiled at the subway station in Shanghai in addition to Ctrip's Trip Moment platform.”