Background

Aside from its huge leisure market, MICE was another target market for Hard Rock Cafe. This client had never worked with the MICE market before so it was important to educate MICE operators and increase awareness of Hard Rock Cafes as potential venues and encourage them to try new ideas and explore these venues.

Activity

We conducted market research with key MICE agencies and partners in Beijing, Shanghai and Guangzhou, to get valuable feedback to inform and develop a MICE strategy plan. We then provided product training to the MICE operators to ensure they were fully up to speed with Hard Rock before assisting with event plans and bidding to the partners.

Results

Guanxi established a business network for Hard Rock in China, building a solid foundation for future promotions. More than 20 MICE agencies were engaged in the project.

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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.