Case Study

Challenge

Strengthen Chinese travellers’ affinity with Manchester Airport’s retail partners

Raise awareness of the airport’s wider routes to Beijing, Shanghai and Hong Kong during the Christmas season

Strategy

Leverage gamification to engage with Chinese consumers

Embrace a Christmas-related theme to raise brand awareness of both Manchester Airport and its retail partners

Tie in Chinese cultural concepts to connect with target audience

Making it happen

Hylink identified the character 必 (pronounced 'bee,' meaning ‘necessity/ must’) as a way to link the campaign to Manchester’s emblem, the bee, and the Christmas theme to Chinese New Year, a time of new beginnings. Therefore, Hylink created the campaign hashtags #BeeLucky#, #BeeNew#, #BeeYou#, etc.

Launched a series of online lucky draw competitions in the format of an advent calendar. Participants were entered into lucky draws and had the chance to win products from Manchester Airport’s retail partners - including Yves Saint Laurent, Lancôme and Guerlain.

Hylink collaborated with both key travel brands’ Weibo accounts and relevant Chinese domestic brands to promote Manchester Airport in China and attract their followers to Manchester Airport’s social platforms

Results

2.95m
impressions
20k
interactions
90k
increase in Weibo followers

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