Tourism Australia has enlisted the support of two of Asia’s most popular celebrities as it seeks to attract more travellers from China, Australia’s fastest growing and most valuable market for international visitors. Show Lo and Rainie Yang - two Taiwanese pop singers and TV stars with a combined online following of more than 25 million fans - are to star in a new online drama series being filmed in Victoria, Tasmania and New South Wales and which will be broadcast online to up to 10 million viewers across Greater China. Tourism Australia Managing Director Andrew McEvoy believes that their significant online presence across Greater China makes Show Lo and Rainie Yang the perfect advocates to help promote Australia as a holiday destination to its fastest growing and most important overseas market.Australia will also provide the backdrop for a series of music videos for Show Lo's forthcoming new album. “Show Lo and Rainie Yang are extremely popular within Greater China. Their appeal, magnified through this new online drama series, will create a great platform for us to promote the very best of Australia,” Mr McEvoy said. “This campaign is another example of the power of advocacy through social media and digital platforms in tourism marketing, allowing us to reach an international audience through the web which they are actively using to plan and book holidays.” Tourism Australia’s initiative is being supported by Tourism Victoria, Tourism Tasmania and Destination NSW, who will each have an opportunity to showcase the attractions and experiences from their state featured in the drama, through a series of short destination videos which will broadcast alongside each of the drama’s five episodes.
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