Pop 'Twins' to market Queensland to Chinese

Pop 'Twins' to market Queensland to Chinese

Avoiding stereotypical campaigns, North Queensland Tourism picks Canto-pop stars to promote the region's beauty to Australia's fastest-growing tourist market
Twins Gillian Chung and Charlene Choi are ready to tell China about the Great Barrier Reef and Cairns.

Is it possible someone in Australian tourism finally got it right? It seems they are actually gearing campaigns to their major audience -- the Chinese.

Tourism Tropical North Queensland (TTNQ) has secured Canto-pop mega stars Charlene Choi Cheuk-Yin and Gillian Chung Yan-Tung, known around Asia as "Twins," to lead their marketing pitch to Austalia's fastest-growing tourism market.

The "Twins" will appear in social media and TV campaigns promoting the Great Barrier Reef and Cairns.

“(The campaigns) will make a wild effect on the mainland,” said Vicki Tang, TTNQ sales and marketing manager for China.

The stereotypes employed in previous Australian tourism campaigns were blasted this week by one of the country's richest men, James Packer.

This follows a string of national ad campaign misfires -- including the infamous "Where the bloody hell are you?" TV commercial.

In 2010, the Courier Mail newspaper reported on Tourism Queensland’s attempt to position Brisbane as a great “girls getaway.” The campaign’s slogan -- "Brisbane. What are you up for?"  -- failed to connect with some overseas audiences and offended others.

Splash Consulting Group managing director Amanda Stevens described the campaign’s tagline as “sleazy, cheap and nasty.”

However another tourism campaign, featuring Briton Ben Southall taking on the "Best Job in the World" as caretaker of an island on the Great Barrier Reef, garnered worldwide attention.

(The campaigns) will make a wild effect on the mainland— Vicki Tang, TTNQ sales and marketing manager for China

The new campaign comes as the "Twins" prepare to celebrate their 10th anniversary.

“The Twins have already come over to Cairns to shoot their new music videos and have done photo shoots for their online photo album,” said Tang. “There will be a TV program that will debut the girls’ experience in the region as they work on their videos."

“They will also give their fans updates on China’s Twitter site Weibo to promote their experiences in the Great Barrier Reef region.”

So, beyond attracting more tourists from China, how is the Twins partnership expected to benefit Queensland?

“The TTNQ also hopes that this (campaign) will inspire people to vote for the Great Barrier Reef in the New 7 Wonders of The World campaign” said Tang.

On May 18, the Twins will officially launch their new music videos and promote their 10th anniversary via video conference from Shenzhen, China.


Jane Leung is a Hong Kong-born Canadian who has dabbled in the mixed media bag of film and television production, the professional sports industry and magazine publishing. 

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