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Case Studies

BridgeClimb Sydney Destination Marketing

Background

As one of Australia’s most iconic tourism experiences, BridgeClimb Sydney aimed to strengthen its presence within the Chinese outbound travel market.


We partnered with the brand to develop and execute a culturally aligned Rednote/Xiaohongshu strategy — combining organic content, influencer collaboration, and targeted paid media — to inspire Chinese travellers at the trip-planning stage and convert interest into bookings.

The Challenge

Although globally recognised, effectively engaging Chinese travellers requires more than visibility. It demands:

 

  • Platform-native storytelling
  • Cultural nuance and tone alignment
  • Peer-driven credibility
  • Strategic media targeting

Chinese travellers heavily rely on Xiaohongshu for authentic reviews and travel inspiration. Simply translating existing content would not deliver impact — a fully localised strategy was essential.

Our Strategy

  • Platform-First Content Strategy

We built a Rednote/Xiaohongshu-native content ecosystem focused on: experience-led storytelling, visually compelling, pratical travel insights (best climb times, proposal tips, photo moments),campaign-driven promotion content aligned with seasonal offers.

 

All content was developed in Mandarin and structured to mirror high-performing organic posts on the platform.

 

  • Experience Repositioning for Chinese Travellers

We worked closely with BridgeClimb Sydney to reposition key experiences through a Chinese traveller lens:

  • “Must-do Sydney bucket list experience”
  • Romantic proposal and milestone celebrations
  • Premium, once-in-a-lifetime adventure positioning
  • Limited-time promotions and holiday packages

The messaging focused on emotional resonance, social shareability, and aspirational value.

 

  • Influencer Collaboration

To enhance credibility and organic reach, we partnered with relevant Chinese travel KOLs and coordinated on-site climb experiences. This created trusted, peer-style recommendations that significantly strengthened audience confidence.

 

  • Paid Media & Targeted Boosting

Beyond organic growth, we implemented strategic paid boosting campaigns on Rednote/Xiaohongshu to target Chinese travellers planning trips to Australia and local Australian Chinese.

By combining organic credibility with paid precision targeting, we ensured consistent reach and performance optimisation.

Result

Through an integrated organic + paid strategy, BridgeClimb Sydney experienced significant growth from the Chinese market.

 

The campaign delivered:

  • Strong increases in Chinese audience engagement on Xiaohongshu
  • Expanded brand visibility among outbound Chinese travellers
  • Improved campaign reach during peak travel seasons
  • A noticeable uplift in interest and bookings from the Chinese market

By combining cultural insight, platform expertise, influencer trust, and precision targeting, we helped BridgeClimb Sydney unlock meaningful and measurable growth from one of the world’s most influential travel audiences.

Connect with Us

At Prizm Group, we're passionate about crafting success stories for our clients in the Chinese market. Join us on this journey and unlock the boundless potential of your business in China.