Chinese New Year

One of the largest celebrations outside of Asia

The Chinese New Year celebrations are organised by the London Chinatown Chinese Association (LCCA) and include a colourful parade through Chinatown and the West End culminating at Trafalgar Square. Featuring lion and dragon dances plus traditional and contemporary Chinese performances on the main stage the celebrations culminate with a spectacular Chinese New Year fireworks finale.

What we did

Business case development
Following consultation with the GLA we approached the LCCA to discuss ways to assist this volunteer organisation and help create a step-change for Chinese New Year.

Event marketing through digital channels
We agreed a three-year partnership with visitlondon.com/china becoming the official digital home for the event. In addition, we have delivered the new look and feel for all channels, from digital to the live event for 2018 onwards and assisted with international PR.

Enabling sponsorship
Commercial and sponsorship mentoring and wider major events support and advice.

Key results

307,000

visitlondon.com/china page views

3.79million

#CNYLondon Twitter Reach

3.5million

Facebook Impressions

47,000

Facebook Interactions

20,000

Views - Instagram live stories