Contineo Marketing was the appointed agency for the new brand campaign in China for Visit Victoria in year 2018. The work scope covered interpretation and translation of their Chinese brand, taglines as well as brand assets development. In addition, Contineo Marketing presented an exclusive opportunity for celebrity engagement, facilitating the appointment of Mr. Li Xian to advocate the destination. Mr. Li is a movie and TV star listed on the top 10 popularity index with more than 30 million followers on his social media platforms in China. The campaign was successfully launched and executed, and was attended by many government officials including the State Premier, the celebrity as well as more than 100 media outlets. It was one of the greatest programs in terms of ROI as the partnership was structured based on PR rather than sponsorship.