Chi­nese ac­tor pumps up On­tario

China Daily (Canada) - - FRONT PAGE - By LI NA in Toronto re­nali@chi­nadai­

When Huang Xuan was in­vited to test the Edge­Walk at the CN Tower, the Chi­nese ac­torseemed to be scared and re­treat from the ad­ven­ture of the world’s high­est full cir­cle hands-free walk atop the 116-story sky­scraper. Fi­nally, he over­came his fear and en­joyed one of the most thrilling attractions in North Amer­ica.

This scene was part of Mis­sionOn­tario, a 48-minute film that is be­ing used to pro­mote On­tario to the tourism mar­ket in China. Bei­jing-based Grace Deer Pro­duc­tions pro­duced the film, which fea­tures Huang as the lead char­ac­ter trav­el­ling through On­tario dur­ing a per­sonal jour­ney of dis­cov­ery.

Huang was ap­pointed as On­tario Tourism Am­bas­sador for China af­ter he won the con­test of Mis­sionOn­tario last summer. He was wel­comed back to On­tario by the On­tario Tourism Mar­ket­ing Part­ner­ship Cor­po­ra­tion (OTMPC).

“We are ex­cited to wel­come Huang Xuan back to On­tario. On­tario has so much to of­fer vis­i­tors from China. We are pleased that Huang is here to help us share On­tario’s tourism ex­pe­ri­ence with the Chi­nese au­di­ence,” said Ron­ald Hol­ger­son, pres­i­dent and CEO of OTMPC.

Dur­ing this trip, Huang will be vis­it­ing Graven­hurst, Huntsville, Ni­a­gara Falls, Ot­tawa, Strat­ford, the Blue Moun­tains and Toronto in the province.

“I am thrilled to be back in On­tario. On­tario is a beau­ti­ful place filled with ex­cit­ing attractions and vi­brant cities to visit. I am ex­cited to share with my fol­low­ers why On­tario, Canada is a must-see tourism des­ti­na­tion,” said Huang.

Huang is ac­com­pa­nied by SINA Entertainment, a Chi­nese on­line me­dia com­pany for Chi­nese com­mu­ni­ties around the world which has 2.2 mil­lion fol­low­ers and or unique views per day.

In April, OTMPC launched an in­te­grated mar­ket­ing cam­paign in Bei­jing called Let YourSoulBeTouched with Mis­sionOn­tario as the vis­ual cor­ner­stone.

The cam­paign used so­cial me­dia to gen­er­ate aware­ness in China about On­tario and pro­moted a new China-based web­site for con­sumers from China, www.on­tar­i­o­

The suc­cess of the cam­paign is a re­sult of part­ner­ships with found­ing part­ners, Tourism Toronto and Ot­tawa Tourism, as well as the Cana­dian Tourism Com­mis­sion (CTC), the Ni­a­gara Parks Com­mis­sion, Air Canada, York­dale Shop­ping Cen­tre and other tourism part­ners in the province.

Huang par­tic­i­pated in the Bei­jing cam­paign launch event which drew over 60 Chi­nese travel-trade rep­re­sen­ta­tives and over 50 Chi­nese me­dia. Em­ceed by Chi­nese celebrity Jiang Xiao­han, who hosts one of the most watched daily tele­vi­sion shows in China, the launch was also at­tended by dig­ni­taries such as Sarah Tay­lor, deputy head of mis­sion, Em­bassy of Canada to China, and Cana­dian Se­na­tor Vic­tor Oh.

An im­por­tant el­e­ment of the cam­paign and film was how it was con­cep­tu­al­ized and im­ple­mented. The imag­i­na­tive cam­paign’s vis­ual el­e­ments were de­rived from the Mis­sionOn­tario film, with in­ter­ac­tive web­site, tablet and smart-phone plat­forms to per­son­al­ize con­sumer en­gage­ment through so­cial me­dia in China. A cut­ting edge sen­sory wall was cre­ated, en­abling con­sumers to in­ter­act with their own thoughts and im­ages of On­tario and share them on Weibo, a China-based mi­cro-blog­ging site.

As On­tario’s tourism mar­ket­ing agency, the OTMPC em­braces its vi­sion to po­si­tion On­tario as a pre­ferred global des­ti­na­tion. Re­search and fore­casts iden­ti­fied China as an in­creas­ingly sig­nif­i­cant mar­ket for On­tario, with huge growth po­ten­tial.

China is the fastest grow­ing source of in­bound tourists to On­tario and the third largest source of vis­i­tors af­ter the US and UK. In 2013, OTMPC re­aligned over­seas in­ter­na­tional pri­or­i­ties to fo­cus on China.

In 2012, On­tario wel­comed 162,000 vis­i­tors from China. Ex­pen­di­tures by vis­i­tors from China in On­tario were about C$354 mil­lion ($322.93 mil­lion). This is fore­casted to grow to about C$1.2 bil­lion by 2017.


Chi­nese ac­tor Huang Xuan ex­pe­ri­ences the Edge­Walk at the CN Tower. This scene was part of Mis­sionOn­tario, a film to pro­mote On­tario to the tourism mar­ket in China.

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