As International Marketing Manager for The Australia China Development Company, I share some learnings from marketing Brand South Australia to China. After a successful 250+ Delegation to Shandong, what are the next steps to 'Be Seen and Be Remembered '

1. 1
The Australia China Development Company
Your China Pathfinders
As countries and big name brands scramble for consumer awareness
in an unfathomably large marketplace, how will we as a State,
as industry sectors, brands and businesses become memorable?
Karyn Lanthois – International Marketing Manager, ACDC
It’s not what you’ll see – it’s what you’ll remember!

2. 2
Decisions were made! With motivation high to produce an
introduction of Cristina Tridente’s work in preparation for her
launch of Qingdao Fashion Week in in China, BrandSA, ACDC &
57 Films jumped in fearlessly. We got NIIDA graduate Chinese
Film Actress Lily Ji on board to interview our Premier, Cristina,
our Lord Mayor and others to introduce Shandong and Greater
China to South Australia’s cultural, educational, economic and
tourism assets.
Let’s Just Do This!
ACDC / 57 Films Co-production / BrandSA
The fastest moving digital project ever!

3. 3
Step 1 Step 2 Step 3
Get Seen + +Make an Impression Be Remembered
Partner with Outdoor LED
market leader
1
Create a captivating State
Brand Message
Z
Follow up with a rich content
and engagement channels

4. 4
Our Partner
Exclusive relationship with China’s Number 1
Supermarket / Hypermarket to place and manage
enormous outdoor LED screens above RT-Marts.
100+ by 2016
Aim to cover as many RT-Mart’s as possible (370+
and counting)

5. 5
I bet you didn’t know this!
Guess how many people view just one of Unimedia’s 100 screens in China?
5% brand
loyalty
97%
influence
48 seconds
84%
inform
No Real Brand Loyalty
China is a country of brands but consumers are
willing to try new things
5
Ads give me information
“I may not agree with the information but I will
listen and make up my own mind”
84
Ads influence me
“The ads influence my decision making”
97
Average time watching LEDs
You have a captive audience to imprint a
feeling, a mood, a suggestion, a motivation
48
350K per day
128 M per year

6. 4
27
COOPERATION

7. 3
28
COOPERATION

8. 8
Memorandum of
Understanding with
Australia China
Development Company
29th May 2015, signed a MoU to further the
promotion opportunity to South Australia, its
Industry Sectors, Brands and Businesses

9. 9
Creating a Memorable
Brand Message
Working with the Unimedia Advertising team, we
asked them to choose the most attractive footage
from the 20 minute documentary previously made to
create a 15 second interstitial to be shown 225
times per day on 11 screens throughout Shanghai
over a 14 day period.

10. 10
The 15 second interstitial drives the user to a Youku
channel. We also worked with ambassadors such
as Lily Ji and Cristina Tridente to push the message
out in China and Australia to tens of thousands of
viewers. The delegates attending the Premiers
forum & delegation felt well represented and ready
to do business!
Follow with rich
engaging content

11. 11
Australia.cn and restuarantaustralia.cn developed
assets to allow Chinese tourists to search, plan and
then socialize their visit to Australia! Through this
digital leadership they gained 700 million
impressions, and 4.2 millions clicks resulting in
increased numbers of inbound Chinese tourists.
We can learn from this!
Here’s how you
do it!

12. 12
How can we do this better?
Continuing on the South Australia message is critical to the lead up of the 30th Shandong Anniversary
Marketing Materials in Chinese
It seems obvious but sadly often looked over. We all need to have our
services and documentation translated NOW to Chinese.
Brand Ambassadors
Brand Ambassadors provide a feeling of authenticity. The Chinese
consumer will take the advice of a trusted friend, family member and then
celebrity or ambassador over that of a brand. Let’s identify other South
Aussies who can keep up the dialogue.
Content produced for all screens
Our footage resources need replenishing. 57 Films brought back some
great moments but we need to work together to build up the memories
which will serve as the proof of our relationship as we move towards 30th
anniversary.
Adoption of Chinese Social media
As a State we can improve. We now have a BrandSA Youku channel and
ACDC will be working with our partners Unimedia to develop our own
channel. If you are serious about China – you need to start a dialogue with
your customer. Invest in the resources required to WeChat and Weibo as a
minimum.
Tourism Websites in Chinese
Australia Tourism does this well, we all need to hurry up and catch up.
Recent pushes in this direction equated to a swell of Chinese tourists. It’s
important to promote our State to potential visitors.
Keep up the communications
So we just finished up a great delegation. Have you made the effort to keep
in touch with the people you met. Did you get some contacts on WeChat?
Talk daily if you can, email often and share yourself. Invite all to come to
South Australia!

13. 13
The Australia China Development Company
Your China Pathfinders
It’s not what you’ll see – it’s what you’ll remember!
THANK YOU
Now let’s ask the panel members some tough questions!