Chinese social engagement strong

TTNQ’s WeChat account received strong engagement over the weekend with its Chinese audience on a post coinciding with the opening of the Olympic Games and the announcement that Brisbane would host the Games in 2032. The interactive post asked users to guess the Australian animal which would be best suited for particular sports/ disciplines, then the user could touch the image to reveal the animal.

Social media activity in the China market has shown great improvements in reach over May and June after a refresh of our content approach to align with what is happening in China as well as with Tourism and Events Queensland and Tourism Australia’s approach. Our share of voice on TEQ platforms peaked at 40% in May and at 12% in June on TA platforms.

Three domestic Chinese influencers were in region in May covering three different themes – family, adventure and luxury. Their posts on WeChat, Weibo and Little Red Book have reached more than 1 million people to date. The image is an example of the coverage by Linghan who stayed at Canopy Tree Houses.


[Chinese social engagement strong – TTNQ Fortnightly Pulse  – 28 July 2021]