Digital Jungle to help Captain Cook navigate China's social-media waters

The agency said its initial social-media strategy focus is to build brand awareness and educate Chinese travellers to Australia about Captain Cook Cruises.

“Digital Jungle was chosen for its credentials and expertise that will help us develop a social-media strategy, educate and engage with Chinese consumers, and help them understand the unique experiences and brand that Captain Cook Cruises has in the market,” Richard Doyle, head of sales and marketing at Captain Cook Cruises, told Campaign Asia-Pacific.

“Being based in China, Digital Jungle enables us to extend and develop with our existing distribution partners both in China and Australia to continue to evolve and develop high quality tourism experiences,” he said.

According to CNNIC, China’s internet monitoring agency, China has more than 600 million internet users, of whom an estimated 85 per cent have a Weibo account.

Doyle pointed to the significant use of micro-blogs in China and said Captain Cook Cruises wanted to become an active participant in this medium and create connections with potential travellers to Australia.

“Our plan is to further develop our digital campaigns with our partners in the market, including a new Chinese website planned for mid 2013,” he added.