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. For 2018, we created and launched the new event brand, which is integrated across all channels, from digital to the live event. We also assist with international PR.

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

Key results

440,000

visitlondon.com/china page views

10.6million

#CNYLondon Twitter Reach

4.9million

Facebook Impressions

96,400

Facebook Interactions

26,000

Views - Instagram live stories