Chinese actor pumps up Ontario
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.ontariotravel.cn.
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.