Tourism New Zealand's work to target special interest groups in
China has seen two influential Chinese opinion leaders enjoy a
tailored tour of New Zealand and their stories could reach some 220
During their stay internet businessman Zhang Xiangdong and Wang
Wei Chung brought to life a range of activities, including cycling,
golf and cuisine, wine and accommodation, with regular updates and
posts to their online networks on Weibo and 3G.cn.
Journalists from high profile media including ELLE Men, GQ,
Shanghai Morning Post and Gootrip Magazine were also invited to
join the famil trips with their proposed coverage set to reinforce
social media activity.
"This activity is part of our ongoing effort to deliver targeted
messages to special interest groups in China," says Tony Everitt,
General Manager Asian Markets.
"Xiangdon and Wei Chung are both known for their notoriety and
influence in China. The word-of-mouth promotion they generated by
sharing their personal experiences is invaluable and increases the
reach and effectiveness of our special interest marketing activity
to this audience in China."
President of one of China's largest mobile internet portal's
3G.cn, Zhang Xiangdong is known to many as a successful
businessman. However it is Xiangdong's passion for cycling that the
famil fulfilled - with the itinerary developed to include a
selection of the best mountain biking and cycling tracks in the
Throughout his trip Zhang Xiangdong produced a daily dairy that
featured on the 3G.cn website. The site attracts more than 220
million visitors, with 150 million aged between 19-30 years.
"From our research we know that a significant proportion
of our target market in China falls within this age group. They are
looking for a destination where they can feel happy, safe and
comfortable. Our opinion leaders personal experiences
reinforce these messages thereby increasing the potential for them
to book a trip to come and experience New Zealand for themselves,"
An industry leader in entertainment and culture in Taiwan, Wang
Wei Chung has developed a following of 179,593 on Weibo that
regularly engage with his stories and expert opinions on art and
Mr Wang spent his time in New Zealand exploring the country's top
cultural attractions whilst enjoying award winning cuisine and
Tourism New Zealand coordinated the experience with the support of
Air New Zealand and Regional Tourism Organisations.
See more information on Marketing Activity in China here.