Background

In March 2023, following the restart of international travel from China, LNER wanted to demonstrate to the Chinese Travel Trade and Media their huge and ongoing commitment to the Chinese market, and thank them for their support during the pandemic.

Activity

Guanxi organised and hosted a prestigious luncheon in Beijing for 25 VIP partners, such as airlines, tour operators, OTAs, journalists and travel trade media. A presentation about LNER and the destinations along the East Coast and Scotland was delivered, alongside a classic lunch with gifts from LNER. A press release was written and issued to the media.

Results

The feedback from this event was exceptional, with it being hailed as the best of all the tourism events the VIPs had attended following the restart. 10 pieces of editorial were delivered by the media and an agreement was reached with a major Chinese airline that they will launch a new programme to include travel on LNER.

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Guanxi – How We Can Help You

We specialise in marketing travel and tourism brands to Chinese customers, offering a comprehensive range of services tailored to this influential market. From cultural training and in-market PR to sales representation and social media activity, we help hotels, attractions, destinations, and businesses connect meaningfully with Chinese audiences.

Please feel free to contact us.