Case Study: Shandong Tourism Board achieves a 33-point lift in brand awareness in Australia with Facebook

Shandong Tourism Board - Customer Case Study

Shandong Tourism Board, the official body promoting the cultural and historic attractions of Shandong province, set out to put the region on the world map by convincing adventurous Australian travelers to add it to their wish lists. The challenge was to break through overseas noise, reshape perceptions of China as a travel destination, and drive measurable brand awareness among target age groups.

After researching Australian traveler preferences, the board used the Shandong International Beer and Cultural Festival as a creative hook, partnered with influencers and videographers to produce three high-energy videos, and ran sequential ads on Facebook with reach-and-frequency buying targeting English-speaking frequent travelers. The month-long campaign reached 2.5 million Australians and drove 1.6 million video views (3x previous campaigns), delivered a 71% lower cost per view versus other tier-one markets, and produced lifts of 5 points in campaign awareness (25+) and 33 points in brand awareness (35+).

Shandong Tourism Board

Xiangjun Yan

Marketing Director