For the best coverage, you need the best network. Guanxi has enviable relationships with the journalists shaping the consumer and trade media in China.
The Chinese media is a mix of state-owned and privately owned outlets, many of which are now digital only, with just a few important travel magazines remaining in print format. It is very important to understand how to relate to, negotiate with, and respond to the Chinese travel press as journalists operate differently to their colleagues in the West. It is also vital to have the right networks, and to understand the key themes of interest for the Chinese travel press for the year.
Chinese media press trips can be run on an individual or group basis. We are able to source the right publications and themes for you and, if required, escort the press trip from China. We will also ensure all coverage is agreed upfront and delivered after the trip, with coverage reports written. Our network extends to glossy consumer magazines such as China National Travel Magazine, to digital giants such as Mafengwo, and trade outlets such as TTG.
Events are an important part of PR in China. Good ‘guanxi’ with journalists, partners, influencers and publishers often starts to develop over dinner or at an event, then is nurtured offline, perhaps through WeChat or on calls.
At Guanxi, we develop themes, and often run activities, to ensure memorable events for our clients. During our press events journalists have enjoyed making Welsh cakes with Visit Wales, creating beach-theme silverware with VisitBrighton and making perfumes inspired by the cities and flavours along the London North East Railway.
We have also held luxury dinners and intimate drinks events for tour operators, Online Travel Agents, and travel trade media in Beijing, Shanghai, Guangzhou and Zhengzhou, workshops in collaboration with other travel brands such as Air China and Rail Europe, and a tailor-made week long roadshow to Beijing and Chengdu for 12 tourism brands from the UK and Ireland.
If you would like to find out more about holding an event in China, and you’d like us to take all the stress and organisation off your hands, please do get in touch and we will be happy to discuss ideas and guest lists with you.
