Bellamy’s Organic is Australia’s leading producer and distributor of Australian made organic baby food products founded by a Tasmanian family in 2004; wanting to provide a convenient and nutritious organic choice for their children. Bellamy’s offer a range of organic food and formula products for babies, toddlers, and young children, with over 30 products suitable from birth to early childhood.
Bellamy’s Organic
Industry
Baby Formula
Positioning
Organic Baby Food Producer
Stage
Established Australian brand, well-known in the Chinese market. Consolidating and propagating brand value
Objective
- ● Penetrate the Australian inbound Chinese visitor market
- ● Consider the Chinese visitor market as a strategy in bridging the Australian and Chinese market
- ● Consolidating brand awareness to the mainland China consumer market
Challenge
- With the development of Australian baby formula industry, an increasing number of brands promptly appear in the marketplace, making the organic baby formula market more competitive. Bellamy’s wants to consolidate its position as the No.1 seller for organic toddler milk drink in Australia. It requires sophisticated knowledge to precisely target and engage with the inbound Chinese visitors.
Solution
ConnectX provided Bellamy’s with Chinese tourists-oriented publications, being a core medium in Bellamy’s Chinese market strategy. Bellamy’s Organic sponsored the Front cover in the October to December issue, supporting the consolidation of its brand image- being the No.1 Organic Australian Baby Formula to the Chinese tourism market.
ConnectX’s publication strategy expanded Bellamy’s customer base by targeting core readers. The audience were mainly Chinese parents aged from 30 to 49 years old, who have relatively high consumption capacity. Through the premium front page publication strategy, Bellamy were able to directly reach potential target customers to solidify the marketing impact.
- ● Provided Bellamy’s with Chinese tourists-oriented publications, being a core medium in Bellamy’s Chinese market strategy
- ● Supported the consolidation of brand image
- ● Expanded Bellamy’s customer base by targeting core readers
- ● Helped Bellamy to directly reach potential target customers to solidify the marketing impact
Results
ConnectX’s exclusive publication can be considered as an effective medium to accurately appeal to Chinese visitors, as the extensive coverage of our publication promised a high exposure rate towards the Chinese tourism market. We have a distribution system of 16 hotels, 90 tour buses, and 150 rental cars in Sydney that are highly targeted for both Group travellers and FIT travellers (Free & Independent Traveller), with over 160,000 impressions during the 3 months.
So long as Chinese tourists were arriving into Australia, they would be exposed to the publication either through transit or in hotels, which would further impress Chinese visitors with Bellamy’s brand knowledge and values.
Total Readership
80,000+
Total Impression
160,000+
Engagement Rate
2X