Bastion China new leadership and impressive client roster in second year
Bastion China, in its second year of business this year, has recently appointed a new partner along with general manager and account executive; along with winning key clients in automotive, luxury and lifestyle industries including Ferrari, Audi, F1 Australian Grand Prix, and KORA Organics in the past 12 months.
Bastion China belongs to the Bastion Collective family as the expert Chinese marketing and communications agency, helping Australian companies to connect and engage with the China market.
Jane Lu has joined as the new partner along with Tao Sheng as general manager and Leon Sun as account executive.
Jane’s previous roles included Country Manager for Juwai, the largest real estate listing online platform in China, and enterprise manager at UWEI, a popular tourism platform that facilitates Australian businesses to connect with the growing Chinese speaking tourists market; working with clients including SeaLink and Skycity Casino.
Tao Sheng joins Bastion China with 11 years specialised China-Australia marketing experience covering digital, campaign marketing, events and activations. Tao led JR Duty Free to be the first in marketing to engage major Chinese social media platforms such as WeChat and Weibo, in addition to piloting a China payment solution nationally on UnionPay, Alipay and WeChat Pay. He also successfully delivered revenue in the millions of dollars on a single day sales event targeting Chinese consumers.
Leon Sun, with a great international perspective having lived in China, Paris and Sydney, comes on board to support the team in executing strategies and campaigns for Bastion China’s clients.
Bastion China has offices in Sydney and Melbourne and has largely focused on designing customised, high-impact marketing campaigns for international brands wanting to better engage with Chinese consumers both in Australian and mainland China.
Partner Jane Lu said: “I’m very optimistic and excited about the future of Bastion China. I’m lucky in that I’ve inherited a great team and an agency that is a true market leader in Chinese marketing.”
Jane sees exciting potential for Australian businesses to broaden their consumer target, not only with the Chinese community in Australia, but with the wider market in mainland China.
“With China currently experiencing a significant growth phase, Bastion China is expanding its portfolio with the support of Bastion Collective by attracting emerging Chinese companies keen to explore opportunities in the international market.”
While there was scope for both countries to explore and benefit from increased bilateral partnerships, she said the language barrier and unfamiliar business environment often deterred companies from moving forward.
For Jane, bridging the cross-cultural divide between China and Australia is key to harnessing the enormous potential in both markets. That is where she sees Bastion China as having a pivotal role to play. “Entering a new country can be a very challenging endeavour. Being a new immigrant, I definitely see the struggle – whether from a personal perspective or from the clients I have worked with over the years,” she said. “So in this way, I think Bastion China is well positioned to help companies reveal their brand message and connect with the wider public.”
Bastion China appointed to drive Audi campaign
Leading Chinese marketing and communications agency Bastion China has announced it will partner with automotive giant Audi as part of a campaign to tap into the Australia-based Chinese community.
Bastion China has been engaged to develop an effective long-term communications strategy to position Audi as a sought after brand and gain traction in this growth market, Australia.
The campaign is focused on the launch of the luxurious new Audi Q8 SUV.
To gain leverage and drive engagement with the local Chinese market, Bastion China will set up an official WeChat account for Audi Australia and oversee a comprehensive content-management strategy.
Bastion China Partner Jane Lu said: “It is very exciting for Bastion China to work with Audi Australia in assisting with the Q8 new model launch campaign to engage the Chinese community.
“With the purposely crafted message and personalised engagement, Audi will be able to further communicate the value and brand with Chinese consumers,” she said.
Bastion plans to work with key WeChat influencers to boost social buzz and deliver key brand messaging that resonates with Audi’s target audience.
As a direct contact point, the platform will also be used to showcase Audi products, build brand loyalty, market prospective buyers and increase sales.
Audi Marketing Communications Manager Jessica Chen said the company was looking forward to a successful campaign and partnership with the Bastion China team.
“Audi highly value the growing Chinese community in Australia, and the partnership with Bastion China is an important initiative to engage and grow our Chinese consumer connection,” she said.
The client win further cements Bastion China as leaders in the automotive space, adding to the agency’s impressive portfolio, which includes Ferrari and the F1 Australian Grand Prix.
Bastion China specialises in designing high-impact, purpose-built marketing campaigns to help clients better engage with Chinese consumers.
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