WECHAT 2019 MEDIA KIT - DESTINATION MELBOURNE
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WeChat
2019 MEDIA KIT
WECHAT | 2019 MEDIA KIT 1
Shop online
Make an in-store
The Power Pay for dog
payment for new
shoes
Send Red
Packets to friends + 75% of independent
Chinese travellers travel with a
of WeChat grooming
Learn new skills
or relatives
mobile phone, and access
it while they are travelling6
Online Banking + 80% of Chinese Visiting Friends
and Relatives (VFR) visitors are
WeChat is the most popular Book a doctor’s
interested in information
appointment
mobile social platform in Asia, Order a taxi in Mandarin7
with the largest percentage Count your steps
of its users in China. Share a ride
Pay a bill Split a dinner
As a result of China’s internet censorship policy, bill with friends
western social media platforms like Facebook, Discuss work and
Instagram and WhatsApp are not accessible in China. Book a haircut
transfer files
Therefore, WeChat, which is owned by Chinese tech
Message friends
giant Tencent, is a super app which provides the
functions of the above-mentioned apps, all rolled into Play eSports
one. It also has many more added functions, including
a built in mobile payment service – WeChat Pay. + 1.08 billion monthly Video-conference call
active users1 — up 10.5% a work colleague
WeChat goes far beyond being just a social media year on year2
channel. WeChat has become a crucial part of Organise home
everyday life for Chinese users. It caters to all aspects + Average user accesses WeChat delivered meals
of their life, allowing users to complete almost all more than 10 times per day3,
lifestyle activities within the one digital ecosystem totalling 66 minutes4 Purchase tickets
(refer to the diagram on the right). It is for this reason
that WeChat is the most actively used app in China. + Over 800 million users Track a delivery
use WeChat Pay5 Book a table and
WECHAT & TRAVEL
order food at a
This complete integration of WeChat into a Chinese restaurant
user’s lifestyle doesn’t cease when they travel. While
holidaying abroad, WeChat is used to find information,
work out directions, share holiday snaps and keep in
touch with friends at home.
Watch WeChat’s official video to understand a day in the life of a WeChat user
Sources:
1
statista.com 2 technode.com 3 forbes.com 4 techinasia.com 5 expandedramblings.com
6
Itours Australia Chinese Independent Tourist Monitor (2014-2016) 7 business.vic.gov.au
WECHAT | 2019 MEDIA KIT 2
Destination
Melbourne
WeChat
We are excited to have recently launched the
Destination Melbourne WeChat which carries Official
Account status. This status allows for follower building,
sending of push notifications and the opportunity to
push users to in-language websites or e-commerce.
The name of the account in English is Destination
Melbourne, the name of the account in simplified
Chinese is Melbourne CIty Guide. Our verified Official
WeChat account is visible in China and Australia.
DOWNLOAD NOW
NOTE QR codes are the main way in which
Chinese users access content online.
WECHAT | 2019 MEDIA KIT 3
Target
1 621,600 $2.7
CHINESE VISITORS TO VICTORIA
China continues to be Victoria’s
Audience largest source of international
visitors and spend — and the
visitors billion 1
growth is expected to continue to
2026-27. The expenditure of the 17.5 spent 1
China market is equal to 35.1% of million
total international overnight spend nights 1
in Victoria and this represents
more than the next seven markets
combined! As a result, this market
is only becoming more increasingly 82,000 17%
crucial to the success of businesses have family
in Melbourne’s visitor industry. Chinese
or friends visit
2
international
INTERNATIONAL STUDENTS while studying2
FROM CHINA
students2
Almost 40% of international
students studying in Victoria come
from China. As with Chinese visitors, $1.7 65%
the spend of Chinese international have family
students is the largest of all markets
billion or friends visit
— and experienced a 20.2% increase spent2 to attend their
from December 2016 to December
graduation2
2017. While studying and at the time
of their graduation, a large number
of Chinese students have family and
friends visit them in Melbourne.
122,200 82%
estimated Chinese
VFR overnight of locals
3
LOCAL CHINESE COMMUNITY visitors to Victoria1 convinced
& VFR INFLUENCE their visitor/s
China is the third largest market for to travel to
overseas residents living in Victoria.
These residents are extremely
influential as hosts to visiting friends
3 Victoria4
million Australian
The Destination Melbourne WeChat and relatives (VFR), as Chinese VFR
visitors are highly reliant on the host’s WeChat
account will provide Greater local knowledge on what to see users3
and do while in town. Chinese VFR
Melbourne’s visitor industry the visitors are also less likely to explore
opportunity to reach: without their hosts. Sources:
1
Chinese Visitors to Victoria – October 2018 2 International Education within the
Visitor Economy – October 2018 3 digital.homegiraffe.com.au 4 Visiting Friends
and Relatives in Victoria: The China and India Markets – June 2017
WECHAT | 2019 MEDIA KIT 4
How it all works TERMINOLOGY GUIDE
Users will be presented with a weekly post which
provides multiple articles. Each article will feature
Post Article
One post will be published per week. Each article contains between 1 and 3
detailed messaging, an array of images and timely deals.
Refer to our helpful terminology guide to understand the
Each post contains up to 3 articles. client Feature Mentions. Each article is
types of content & terms. approximately 750 words.
Click for an example
Initiatives for continued growth of our WeChat
followers include:
+ Ensuring topical editorial posts relevant to our target
audience throughout each month
+ Monthly investment in follower building activity
+ A promotion strategy for our WeChat QR code
+ Advertising our WeChat account in our Chinese
Official Visitor Guide
China Digital have
been appointed as our
WeChat digital agency Feature
and therefore, we will be
working closely with the team Mention
(200 words approx.) Solus Article
as they produce in-language
Each Feature Mention is dedicated (750 words approx.)
content for, and manage, the
to 1 client and contains approximately Exclusive buy-out of 1 article for complete
Destination Melbourne
2 paragraphs including business name, share of voice including business name,
WeChat account. address and QR code. QR code, images and more.
Click for an example Click for an example
WECHAT | 2019 MEDIA KIT 5
Advertising Opportunities CONTACT US
To chat about these
opportunities or to book
your placement, please
contact our Tourism Business
ANNUAL BUNDLE SOLUS ARTICLE Development team via
sales@destination.melbourne
Inclusions Inclusions or 9869 2444
+
1x Feature Mention in 4x themed articles over a Dedicated article buyout featuring your business
12-month period (1x mention every quarter). Each only for complete share of voice. Each Solus Article
Feature Mention is approximately 200 words including is approximately 750 words including business name,
business name, QR code and image. QR code, images and link to an article on your WeChat
account or an in-language webpage.
Introductory Rates
Annual Bundle & COVG bundle discount* = $2650 Introductory Rates ADD ON: WEBSITE CONTENT CREATION
Annual Bundle early bird discount** = $2800 Solus Article & COVG bundle discount* = $1980
Solus Article full rate = $2280 Purchasing a Solus Article and don’t have in-language
Annual Bundle full rate = $2980
content on your website? Don’t miss the opportunity to
Solus Article CNY or Golden Week Premium Placement
*Be rewarded for booking your WeChat Annual Bundle & 2019/20 COVG provide users with the chance to read more about your
Four Edition Ad Bundle together. = $2850
organisation if they want to. Let us create it for you.
**Available for bookings made prior 1 March 2019
*Be rewarded for booking your WeChat Solus Article & 2019/20 COVG Print
Ad together. Inclusions
Availability
You’ll brief our team and we’ll have 500 or 750 words of
Annual Bundle commencement dates: Availability
copy written in simplified Mandarin. Then all you need
March 2019, April 2019 or May 2019 1x Solus Article available per week from 1 March 2019 to do is build a new page on your website, load up your
to 28 February 2020 new translated copy with some high-res images and
2x Golden Week Premium Placements available for provide us the URL. We can then link your Solus Article
Golden Week 2019 or 26 September and 3 October 2019 to this page on your website.
CNY 2020 Premium Placements
2x CNY Premium Placement available for Rates
First come, first served – book your Annual 16 and 23 January 2020 500 words = $600
Bundle early to request these timeslots and
750 words = $650
avoid disappointment!
Click here for the Chinese Official Visitor Guide media kit
Note: All rates are ex GST.
WECHAT | 2019 MEDIA KIT 6
Material Submission CONTACTS
Tina Seirlis
& Proofing Director of Partnerships, Sales & Engagement
0450 603 086 | tina@destination.melbourne
Emma Gray
Tourism Business Development Manager
0418 220 568 | emma@destination.melbourne
Advertisers will need to complete Mark Whearem
Tourism Business Development Manager
a material template and submit 0439 017 423 | mark@destination.melbourne
this via the dmhub, along with a
selection of images.
Our digital agency will use your submitted template to curate
content in simplified Chinese which meets with the requirements
and intricacies of the WeChat channel, in order to ensure it
resonates with users.
As a result, advertisers will not have the opportunity to proof
WeChat content. Therefore, please ensure that your material
template has been proofed for accuracy and is factually correct
prior to submitting to the dmhub.
REPORTING
At the conclusion of your booked activity, an activity
summary will be provided. This summary will detail:
+ Article views 1 month (Solus) or 12 months (Annual Bundle)
+ Article likes first 7 days only*
+ Article shares first 7 days only*
*Tencent, the WeChat developer, only provides reporting functionality for likes and
shares for the first 7 days of an articles lifespan.
Note: If material is not provided to DM by the material date, DM will at its discretion create content for
the advertisement.
WECHAT | 2019 MEDIA KIT 7
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