Background
Royal Museums Greenwich (RMG) is one of London’s most visited attractions, home to four of the UK’s most important museums. Guanxi was appointed in 2016 to build awareness, increase ticket sales and drive visitors beyond the Royal Observatory to the other three museums: Cutty Sark, Queens House and the National Maritime Museum.
Activity
Guanxi initially conducted travel trade research, in-market sales missions and sales presentations at major Chinese trade shows before introducing RMG to travel trade partners and negotiating contracts. In addition to this work, Guanxi conducted a series of media trips, KOL engagement and placed press releases for RMG in the Chinese media. RMG were also introduced to Chinese mobile payment methods.
Results
Greenwich is now on the itineraries of all the major tour operators and agents in 1st tier cities across China. There was a 74% year-on-year increase in Chinese visitors within 12 months of appointing Guanxi and retail revenues for Chinese payments increased fourfold within the first few months of introduction.
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.