INTRODUCING THE ROYAL MELBOURNE SHOW’S ‘MINI-PROGRAM’ INTERACTIVE EVENT GUIDE

Bastion China created for the Royal Melbourne Show the first ever WeChat “mini-program” event guide for an Australian major event.

In partnering with the Royal Melbourne Show, Bastion China supported the major event’s brand identity and increased its visibility among Chinese consumers to create a pathway to tickets purchasing.

As a first step, Bastion China removed a significant barrier by integrating Chinese mobile payments for walk up ticket sales. This meant that a significant segment of the market could now pay for their Show tickets in a way that was familiar and convenient to them.

Bastion China also created for The Show the first ever WeChat “mini-program” event guide for an Australian major event. A comprehensive PR campaign was also activated including ticket-sales partnerships, an online consumer campaign, Chinese influencer engagement, a showboat launch as well as WeChat content.

The results crossed areas of ticket sales, follower growth (1,800 new WeChat followers), audience engagement (open rates 500% higher than industry average) and attracted a new audience to experience the quintessential Victorian event for the first time.

More Case Studies

NSW GOVT FLOOD RISK CAMPAIGN – CHECK YOUR FLOOD RISK.

Bastion Collective

THE BRIEF There are certain parts of Sydney that are under grave risk of being [...]

FROM FARM TO BOWL.

Bastion Collective

FARMERS MARKET BRIEF Farmers Market had a clear vision. It wanted to lead the premium [...]

AUSTRALIA, LET’S GET CRACKING WITH AUSTRALIAN EGGS

Bastion Collective

Australian Eggs wanted to inspire consumers to eat more eggs with a creative campaign that [...]

DARWIN ABORIGINAL ART FAIR

Bastion Collective

Positioning Darwin Aboriginal Art Fair as Asia Pacific’s best Indigenous art event. THE BRIEF For [...]

KIKKI.K

Bastion Collective

Creating a movement to deepen kikki.K’s relationship with fans. THE BRIEF kikki.K knew it needed [...]

PENTRIDGE PRISON: SHAYHER GROUP

Bastion Collective

THE BRIEF In 2015, Shayher Group was experiencing the impact of a community who were [...]

MELBOURNE SQUARE: OSK PROPERTY

Bastion Collective

Driving leads through consistent storytelling and content for mega project Melbourne Square. THE BRIEF With [...]

COLLINS ARCH: CBUS PROPERTY

Bastion Collective

Combining the power of PR with the targeting of paid media to drive leads to [...]

AUSTRALIA 108: WORLD CLASS GLOBAL

Bastion Collective

Launching the southern hemisphere’s highest residences with an integrated PR and social campaign. THE BRIEF [...]

THE EASTBOURNE: MIRVAC

Bastion Collective

When targeting the top echelon of property purchasers, you have to figure out how to [...]

SUBSCRIBE TO E-NEWS

Don't worry, our emails will be fairly infrequent and include only interesting stuff, we promise.