Background

Pre Covid, London Gatwick Airport handled direct flights on three airlines from mainland China and Hong Kong and was keen to expand its route network to China. In order to do so, Gatwick wanted to raise its profile amongst Chinese airlines and within the Chinese business and travel trade press. This was achieved through sales missions, events and exhibitions in China. Guanxi manages the social media and PR for Gatwick Airport in China. This work has continued throughout Covid, albeit on a temporarily reduced level.

Activity

In 2019, Stephen King, Head of Airline Relations, Gatwick Airport visited China to attend a series of meetings with Chinese airlines. Guanxi wrote and distributed the press release about Gatwick’s ambitions for the market, and organized and assisted at interviews for Mr King with China Daily, the Economic Observer and National Tourism Magazine.

Results

14 pieces of positive editorial were delivered including a four-page feature and the front cover of National Tourism Magazine. The print circulation figure for the project was 310,000 and the page view figures for the combined online coverage reached over 25 million.

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.