Opportunity: WeChat Pay Golden Week Campaign

Tourism New Zealand will be partnering with WeChat Pay to encourage Chinese visitors to see and do more in New Zealand over the 2024 Golden Week (1 – 7 Oct 2024). Aligning nicely with off-peak timing, Golden week is the Chinese National festival comprising 7 public holiday days. Due to the length of the public holiday many Chinese travel overseas at this time making it one of the key times of year to target for Chinese mainland visitors. 

Tourism New Zealand is looking to support Qualmark operators to be able to leverage the WeChat Pay campaign activity by displaying a point of sale standee communicating WeChat Pay Lucky Sharing coupons and preferential exchange rate funded by WeChat Pay.

Why Participate?

Qualmark members who participated in the 2024 Lunar New Year Campaign saw 332% MoM transaction growth, 72% more than in 2019. The media campaign drove 8M< impressions across multiple channels with 110k visits to the WeChat mini programme campaign page. Users who visited the TNZ campaign also spent 4x more than the average user during this time.

The only requirements for participating are:

  • Be Qualmark accredited
  • Have WeChat Pay functionality set up.

What will operators get from participating:

  • Featured in the Tourism New Zealand WeChat Pay mini-programme – Chinese visitors can see from here who is participating in the campaign and that they will receive a better exchange rate and lucky sharing coupons if they visit and transact with these operators
  • A standee from WeChat Pay to display at point of sale + seasonal specific header
  • The standee communicates the “Lucky Sharing coupon” and the “preferential exchange rate” offer – these are both funded by WeChat Pay and are an evergreen benefit that will continue as long as the operator keeps the standee in store
  • The seasonal specific header refers to Golden Week and acts to draw more attention to the standee for the duration of the first week of October

How to Participate:

To participate, operators need to be Qualmarked and have WeChat Pay functionality set up.

Please see Overview Deck which includes how to set up WeChat Pay functionality, explanation of what Lucky Sharing Coupons are and a summary of the results from the Lunar New Year campaign.

Submission Form Link

Any questions please contact Penny, TNZ Global Experience Marketing Manager, on Penelope.Ryan@tnz.govt.nz