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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