We started by strategically reviewing the touch points for Chinese visitors to the Show to ensure they were optimised for the local Chinese audience. As part of this we removed a significant barrier by integrating Chinese mobile payments to enable walk-up ticket sales on a platform widely preferred by Chinese customers.
We also created the first ever WeChat “mini-program” event guide for an Australian major event. Mini-programs are sub-applications within WeChat that you can swipe down on WeChat to access. Users spend more time in mini-programs and they’ve emerged as a key part of the WeChat experience. Our mini-program helped Chinese visitors learn more about the Show and navigate it quickly and easily, helping them have a great time. To amplify this we also executed a comprehensive PR campaign including ticket-sales partnerships, an online consumer campaign, Chinese influencer and KOL engagement, a media launch as well as WeChat content marketing.