DMARGE Launches Chinese Australian Platform To Help Luxury Brands Bridge Tourism Gap

DMARGE Launches Chinese Australian Platform To Help Luxury Brands Bridge Tourism Gap
Kate Perrett
By Kate Perrett
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Lifestyle publisher DMARGE Has created a new platform for brands seeking to appeal to Chinese Australian customers.

The last twelve months have fundamentally altered the nature of business and tourism in Australia.

Border closures and travel restrictions have severely curtailed international tourism. According to the Australian Bureau of Statistics there were 6.7 million visitor arrivals to Australia in 2019-20 – down 27.9% on the previous year, with 2.6 million fewer arrivals, the lowest annual number of visitors since 2013-14.

In particular, arrivals from China – the largest source country for visitor arrivals to Australia in 2019 – was down almost 32%. This has been challenging for premium brands, who rely on international Chinese tourism, and have seen limited opportunities to drive growth with this high-spending consumer segment in the last twelve months.

With international tourism remaining a no-go for the foreseeable future, the need for brands to pivot towards local consumers has never been stronger.

This week, leading Australian lifestyle publisher DMARGE has launched a new platform for luxury brands wanting to maintain visibility, push e-commerce, lead generation and in-store traffic amongst Chinese Australian consumers. The new platform offers brands the opportunity to create photography and content in Simplified Chinese for distribution across multiple digital channels. 

With key travel print titles in hiatus, few advertising opportunities now exist for premium brands to target these affluent, switched-on consumers. The DMARGE Chinese Australian platform enables brands to reach over 250,000 Chinese-speaking Australian consumers with interests in premium and luxury goods in a more flexible and targeted way. 

“Many premium brands rely on Chinese tourism to meet their annual budgets. With this on hold, they’re now looking locally to pick up the lost opportunities,” said DMARGE Founder, Luc Wiesman.

“Around 10% of the Australian population have a Chinese background. So there’s a need for a targeted solution for premium brands to reach these Australians in a mature, culturally-sensitive and innovative way.”  

DMARGE is now producing localised content with local Chinese talent, ensuring consistency of message and vision, targeting both males and females with a focus on the luxury and premium segment of the market. 

Launch campaigns for Lunar New Year include leading French premium beverages group Pernod Ricard and Swiss luxury jewellery Maison Piaget. 

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