Two of Asia’s most famous celebrities have been recruited by Tourism Australia to promote the destination through online initiatives, music video clips and chatter.

Commencing promotion this week with a new online drama series shooting in Victoria, Tasmania and NSW, Tourism Australia managing director Andrew McEvoy explained that Taiwanese pop sensations, Show Lo and Rainie Yang’s combined 25 million fans online and up to ten million from Great China would help advocate Australia to one of Australia’s fastest growing markets.

“Show Lo and Rainie Yang are extremely popular within Greater China,” Mr McEvoy said. 

“Their appeal, magnified through this new online drama series, will create a great platform for us to promote the very best of Australia.

“This campaign is another example of the power of advocacy through social media and digital platforms in tourism marketing, allowing us to reach an international audience through the web which they are actively using to plan and book holidays.”

Working with local tourism operators including Tourism Victoria, Tourism Tasmania and Destination NSW, Show Lo and Rainie Yang will commence filming a series of short destination videos alongside each of the drama show’s five episode.

Show Lo said he would also use Australia as the backdrop for a number of music videos from his new forthcoming album while Tourism Australia will commence online promotions linking to the two stars’ duration down under on its social media site as well as a direct mail campaign and activity with airline partner, Cathay Pacific.

According to Tourism Australia, the China market is currently worth up to $3.6 billion to the industry with a 20 percent growth in arrivals from the region in 2011 compared to 2010.

The new online drama is expected to broadcast on online platform, Tudou in April this year.