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CASE STUDY

AUCKLAND INTERNATIONAL AIRPORT

Auckland International Airport was interested in substantiating its position as the go-to entry point for people travelling to New Zealand. Digital Jungle was tasked with taking over their social channels as well as the production of Chinese-specific marketing collateral to attract Chinese consumers to visit Auckland.

CHANNELS

Research and Insights, including:

  • Identification of target audience
  • Research into audience’s digital consumption habits
  • Development of relevant and meaningful content for this audience

Social Media Marketing, including:

  • Weibo content, strategy & execution
  • Social listening and monitoring.

Search Marketing, including:

  • Ongoing monthly optimization of the site for the Chinese search engines
  • Targeted SEM campaigns in selected cities in China.
  • Targeted SEM based on client’s promotion and audience analysis

Sina Weibo

RESULTS

Since taking over the Auckland International Airport Weibo page, it has generated over 30,000 new followers in the space of a few months. By creating shareable and relevant content through this channel in conjunction with targeted display banners, we have directed a huge amount of traffic to AIA’s dedicated Chinese-language website. This program is ongoing and steady audience growth is anticipated.
Auckland International Airport Weibo page

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