Last week (13th April) Tourism Australia's latest marketing campaign was launched in China, as part of Australia's largest-ever trade delegation to China.
The campaign was supported by its own website that was optimised for China's mobile phone market, which constitutes millions of people.
Senator the honourable Richard Colbeck, Australia's minister for tourism and international education, was the figurehead of the launch.
The strategy itself is largely focused on the aquatic appeal Australia presents to a Chinese audience.
Senator Colbeck attended the launch, which also saw the signing of a $6 million agreement between Tourism Australia and Air China, to see the companies working together to promote Australia.
He said: "The government's move to more targeted marketing campaigns, such as aquatic and coastal, plays to our strengths in key markets to ensure we get the most benefit from our international marketing efforts."
The campaign was the main focus of Australia Week in China, which ran from 11th to 15h April. The gala dinner on Wednesday evening in Shanghai, saw the partnership between Tourism Australia and Air China made official in front of an audience of more than 400 VIP guests.
Representatives who attended included Chinese media and industry partners who have great anticipation for the success of the marketing partnership between the two companies and countries.
Attendees were treated to the immersive virtual reality demonstrations that have been so popular with other visitors and groups.
One of these videos featured aquatic 360-degree imagery that was displayed on giant screens. Alongside this, guests were treated to new broadcast, print and digital adverts that form part of the further marketing message.
John O'Sullivan, Tourism Australia's managing director, commented that "around 60 per cent of our Chinese visitors already enjoy an aquatic or coastal experience [...] so we're very confident this campaign will resonate strongly in this market".
To roll out the new campaign successfully, Tourism Australia will be working closely with its Australian state and territory tourism partners and various airlines, which will include Singapore Airlines, Qantas, Air China, and Sichuan Airlines, among others.