Introducing The Royal Melbourne Show’s ‘Mini-Program’ Interactive Event Guide

Bastion China created for the Royal Melbourne Show the first ever WeChat “mini-program” event guide for an Australian major event.

In partnering with the Royal Melbourne Show, Bastion China supported the major event’s brand identity and increased its visibility among Chinese consumers to create a pathway to tickets purchasing.

As a first step, Bastion China removed a significant barrier by integrating Chinese mobile payments for walk up ticket sales. This meant that a significant segment of the market could now pay for their Show tickets in a way that was familiar and convenient to them.

Bastion China also created for The Show the first ever WeChat “mini-program” event guide for an Australian major event. A comprehensive PR campaign was also activated including ticket-sales partnerships, an online consumer campaign, Chinese influencer engagement, a showboat launch as well as WeChat content.

The results crossed areas of ticket sales, follower growth (1,800 new WeChat followers), audience engagement (open rates 500% higher than industry average) and attracted a new audience to experience the quintessential Victorian event for the first time.


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