How Tourism Australia used Xiaohongshu creators to turn 618 into a destination moment
Tourism Australia ran a concentrated, 14-post Xiaohongshu campaign from 15 to 18 June 2024, pairing practical citywalk guides with first-person travel vlogs. A shared search hashtag, rather than a discount, carried interest towards more Australian travel ideas.
Australia framed as a slower way to live
The creative treated Australia as a restorative, slower-paced destination, organised around relaxation and the theme “精彩世界里的简单生活” (A Simple Life in a Wonderful World). Fourteen creators published guides and vlogs covering Sydney, Melbourne, Kangaroo Island and the Gold Coast. Citywalk routes, lesser-known places to visit and photogenic viewpoints supplied the practical detail, while personal travel footage conveyed the pace and atmosphere. Image-led list posts and video worked together, with video accounting for just over half of the output.
The campaign addressed urban white-collar women and Gen Z students interested in a Southern Hemisphere summer trip, self-discovery and distinctive experiences. It used the 618 occasion without a discount or urgency mechanic. Every post instead pointed to the same action: search “618就冲澳大利亚” (Go for Australia This 618) on Xiaohongshu to explore more Australian itineraries and travel ideas.
- Objective
- Brand Awareness
- Occasion
- 618
- Funnel
- Consideration
- Messaging
- Healing and Relaxation
- Scenes
- Travel Scenario
- Formats
- Collection List · Vlog Narrative
- Trends
- Relaxed Vibe · Self-reward Spending
- Trust
- Celebrity Same-item
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Celebrity Same-item | 7.7%1 in 13 |
| Vlog Narrative | 12%1 in 8 |
| Typical | |
| Travel Scenario | 81%8 in 10 |
Share of the 299 Xiaohongshu Travel campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning matrix of fourteen mid-tier creators
104K–698K
14 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Start with a personal version of slow travel
Give creators one emotional brief—relaxation and recovery—then make it tangible through first-person vlogs. Build each story around a citywalk route, lesser-known stops or photogenic viewpoints, so the destination is experienced as a way of living rather than introduced as a list of attractions.
- 2+
More steps in the full teardown
content formats, creator tiers, concentrated posting and the search hand-off
The full teardown adds
- Reads and engagement for all 14 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 1,422 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Hengdian World Studios turned Xiaohongshu guides into festival visitsXiaohongshu · Travel | Sep 21, 2024 | 23 |
| How Cordis turned its ninth anniversary into a Xiaohongshu art pop-upXiaohongshu · Travel | Aug 29, 2024 | 14 |
| How Marriott Bonvoy linked Qixi dining scenes to membership on XiaohongshuXiaohongshu · Travel | Aug 5, 2024 | 11 |
| How Xiamen Fantawild Resort used Xiaohongshu to drive Spring Festival park visitsXiaohongshu · Travel | Jan 31, 2024 | 20 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 澳大利亚旅游局. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction