Project Overview
How can an airport create a stronger affinity with Chinese consumers over Christmas, a Western festive season?
Manchester Airport worked with Hylink, the first natively Chinese digital agency to set up in Europe, to (1) strengthen travellers’ affinity with Manchester Airport’s retail partners and (2) raise awareness of the airport’s wider routes to Beijing, Shanghai and Hong Kong during the Christmas season.
Hylink created an online lucky draw game in the form of an advent calendar to embrace a Christmas theme and engage with Chinese consumers.
Project Commissioner
Hylink (UK) Digital Solution Limited
Project Creator
Hylink (UK) Digital Solution Limited
Project Brief
Christmas is a well-known international holiday in China and one that fits with the Chinese perception of holidays as a time to spend with loved ones.
Additionally, advent calendars are symbolic of the Christmas period in China, and are popular gifts given to loved ones.
Therefore, Hylink embraced a Christmas theme and launched a series of online lucky draw competitions in the format of an advent calendar.
Hylink’s design team created GIFs for each day in December that revealed the most desirable brands for the target demographic from MAG’s retail partners as gifts to be won.
These visuals and strong calls-to-action helped users participate in and share the campaign driving to MAG’s website.
Project Need
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.
User Experience
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.
Project Marketing
Overall the campaign achieved 2.95m impressions, with over 20k interactions and a 90k increase in Weibo followers.
Project Privacy
Hylink is committed to the processes it uses to hold and handle data to ensure stringent protection of data in keeping with the General Data Protection Regulation (GDPR) that came into force on the 25th May 2018. For further queries in relation to data protection please contact hello@hylink.co.uk.
Marketing - Digital Campaign
Digital Campaigns may run across social, web, gaming and other digital platforms – they interact with their audience through games, competitions, trials and deeper engagement moments.
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