Chinese the target of $8 million tourism ads

SHANGHAI

Premier Ted Baillieu has launched an $8 million tourism advertising campaign aimed at luring the burgeoning Chinese middle-class to Melbourne.

Favourite tourist destinations including Phillip Island and Sovereign Hill, as well as Melbourne's laneways and arts scene, take centre-stage in the television, print and social media campaign, designed in China for a Chinese audience.

A television ad, to be aired on In China, is a play on the current Melbourne "doors" logo and depicts a young couple dressed in bathrobes discovering a different Victorian landmark behind every door they open.

A Chinese language website featuring 360-degree simulations of Victoria's sights will also be launched.

According to Tourism Australia, the Chinese tourism market is worth $3.8 billion.

Launching the campaign in Shanghai last night, Mr Baillieu said Chinese tourism to Victoria was growing strongly.

"This is Victoria's first dedicated brand campaign, specifically developed for China," Mr Baillieu said. "Chinese visitation grew by 27 per cent last year — the strongest rate of growth of any state or territory."

He reiterated the government's China tourism strategy announced in May: to grow Chinese visitor expenditure at 11 per cent a year and to create by 2020 a market worth $2 billion and 41700 jobs.