Background
In 2025, Guanxi invited the editor of CAAC in-flight magazine, Stella, for a press trip during the summer. CAAC in-flight magazine has a readership of circa 40 million and is carried on seven Chinese airlines including Air China, China Southern and China Eastern, so has a vast and reliable readership. Stella, travelling with her children aged 8 and 12, was keen to introduce her children to the country with the idea that they may study here in the future. Her trip therefore included popular university cities London and Oxford. With over 150000 Chinese students studying in the UK (and the number is growing as Chinese relations with the USA falter), this sort of family holiday is common among aspirational Chinese families.
Activity
Guanxi organised the itinerary for her trip to the UK where many of her activities and accommodations were arranged and covered by sponsors. We reached out to a wide variety of partners in the UK and collaborated to create a fun, family-friendly itinerary for Stella and her children. Stella wrote a 6-page piece on all the activities covered, also mentioning hotels, which was delivered in the August edition of the CAAC in-flight magazine. Her itinerary included a trip to London Zoo, a private pod on the London Eye, afternoon tea at Blenheim Palace, a day at Warwick Castle and an Oxford University city and walking tour. She stayed in The Waldorf Hilton, London and Warwick Castle. She flew into and out from London Gatwick, who received a full page of coverage within the 6-page spread.
Results
Stella wrote a wonderful 6-page feature that represents the best of UK travel. Below you can see the attractive presentation and stunning photographs included in the article. CAAC in-flight magazine is a monthly publication distributed on seven national airlines in China, which means it is on board 3000 aircraft operating 329,000 flights a month with an average readership per month of more than 40 million readers. Its readership consists mostly of affluent Chinese travellers, likely to be interested in a holiday schedule like Stella’s. By writing about the activities provided by the partners on this trip, Stella has hugely increased visibility of many UK businesses amongst a Chinese audience. The full article can be read below.
Guanxi organises press trips, FAM trips and influencer trips throughout the year. If you’re interested in taking part in the future, please contact us.