Tourism Australia has appointed Shanghai-based agency Reuter Communications as its PR and social media partner in China.
Under this partnership, Reuter Communications will be responsible for Tourism Australia's PR strategies, talent and media management, international media hosting programmes, business events, and thought-leadership, as well as social media strategies and operations.
“We are delighted to have a PR and Communications partner in China that truly has the market expertise and digital acumen to support us in achieving our goals," said Andrew Hogg, regional general manager for North Asia at Tourism Australia.
"I believe Reuter’s resources in fashion and lifestyle sectors can help us tackle the challenges and re-position Australia as a trendy destination to today’s Chinese travellers," he added.
Tourism Australia is Australia's national tourism organisation. It is responsible for increasing international and domestic leisure tourism via international business events, PR and media programmes, trade shows and industry programmes, consumer promotions, online communications, and consumer research.