Agency: Bastion China

n order to raise Virgin Australia’s profile among local Chinese audiences around their newly-opened Hong Kong routes, the airline sponsored the Australian tour of Hong Kong’s most recognised singer, Jacky Cheung.

In order to raise Virgin Australia’s profile among local Chinese audiences around their newly-opened Hong Kong routes, the airline sponsored the Australian tour of Hong Kong’s most recognised singer, Jacky Cheung. The opportunity was obvious. The question for Virgin Australia was how to really use it.

Taking inspiration from Jacky Cheung’s best-known song ‘With You All The Way’, Bastion China created an innovative WeChat campaign. The campaign paired some of the singer’s best-loved songs with the idea that travel creates unparalleled memories. Specifically, readers were asked to listen and reminisce whilst simultaneously plan for new holiday memories supported by Virgin Australia.

Through a mixed approach of WeChat paid advertorials, WeChat Group promotions and KOL WeChat ‘Moments’ promotion, the airline’s WeChat account grew from 155 to 4,336 followers (over 2600% increase). They also deepened their engagement with Chinese audiences in a way that was both typically Virgin Australia with distinctly Chinese characteristics.