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Australian Open 2016 – Digital Marketing and Event Management

As part of the Australian Open 2016, GAO Group International was engaged by Tennis Australia to develop an integrated digital marketing campaign and provide project management for an exclusive VIP event featuring Chinese tennis star Li Na.

An innovative, consumer-focused digital campaign utilising leading Chinese social media platforms Tencent Wechat and Sina Weibo, the project targeted the Australian Chinese community and high-yield inbound Chinese tourism markets.

Strategic partnerships with local Chinese media organisations, business associations and community groups underpinned the campaign and provided access to the lucrative expatriate, student and corporate markets.

Offline GAO also developed a range of supporting relationship marketing activities, PR initiatives and programs with the travel and tourism industry in both China and Australia.

From strategic planning and partnership development through to campaign implementation and event management support, GAO provided seamless end-to-end service to deliver significant exposure, strong digital engagement and a highly successful event.