Following a competitive pitch, Royal Museums Greenwich (RMG) has appointed specialist Chinese travel PR and representation agency, Guanxi, to deliver its first ever promotional programme in China.

Chinese tourists already account for 4% of visits to the Royal Observatory, making China one of the key international markets for the museum. Guanxi has been tasked with driving significant growth in Chinese visitors to the Royal Observatory and with developing stories and key selling points to build Chinese visitation to the other three museums within RMG; the National Maritime Museum, the Queen’s House and the Cutty Sark.

The Chinese campaign will include a sales mission to visit key Chinese travel agents and tour operators, trade communications, and a Public Relations campaign in mainland China. Promotional literature and visitor information will also be translated into Mandarin Chinese.

Helena Beard, Managing Director, Guanxi, said,

‘The Royal Museums of Greenwich are prestigious London attractions and we are delighted to be working with these world-famous brands. With the right promotional support, we believe there is a great opportunity for RMG to grow its Chinese visitor figures significantly across the museum portfolio.’

Amy O’Donovan, Travel Trade Marketing Manager, Royal Museums Greenwich said,

‘We were looking for an agency with the skills, experience and contacts to help us enter this complicated market. Guanxi fully understood our needs and offered an insight-driven, realistic and sustainable plan of work which we can put into action simply and immediately.’

For further information about Guanxi, please visit www.guanxi.group

For further information about Royal Museums Greenwich, please visit www.rmg.co.uk