The Douban account complements Tourism New Zealand's main social activity on Sina Weibo in promoting New Zealand as a holiday destination.
Douban is the largest interest-based social network in China while Sina Weibo is one of the most popular social media sites, similar to a hybrid of Facebook and Twitter.
The first event, the 'Who's your favourite Hobbit character?' flash campaign, was launched to support the first Hobbit film release in China in February 2013. A second campaign in April called 'DIY your own NZ trip' increased Tourism New Zealand Weibofans more than six-fold.
China's continued economic strength and growing middle-class has generated a 31 per cent increase in Chinese visitor arrivals to New Zealand in the year ended March 2013. Chinese tourists have also overtaken Germans as the world's biggest spending travellers in 2013.
"Therefore, continually increasing our social media activity in China is more important than ever as the country is also one of the fastest growing internet markets in the world, with more than 591 million internet users and 460 million mobile web users," says Kate Necklen, Regional Marketing Communications Manager Asia.
"These activities have proven to be a successful way to profile operators and specific activities in NZ, and we are keen to see them continue," Kate says. To get involved, contact Sylvia Sun our Online Marketing Specialist in Shanghai.
Read more about Tourism New Zealand Limited's marketing activity in China here.
Top Douban facts:
- Largest interest-based Chinese social network service site
- Allows users to create content about interests such as film, books and music as well
events and activities in Chinese cities
- Approximately 120 million users including urban youth from 615 cities across the world
- Open to both registered and unregistered users (unlike Facebook or Twitter)
- 10,900+ fans gained so far from two events via the TNZ account