Broadcast – TV Reality Show

Client: Tourism Western Australia

In light of the newly revealed segmentation study, Contineo Marketing was tasked to explore marketing opportunities targeting the family segment. Leverage on our strong media network and PR efforts, Contineo Marketing successfully secured a top Chinese reality show – “Where Are We Going Dad?”. The show since debuted in 2013 has become a massive ratings hit with more than 40% of television audiences recorded. The implementation involved storyline development, filming location selections and logistical arrangements for the 150-member filming crew and 10 celebrity families. It generated a total of USD265 million media exposure through two episodes featuring the travel experiences that our client aims to promote in the market.