Marketing for Chinese New Year is important because it is a significant cultural event that presents a unique opportunity for businesses to connect with their customers on a deeper cultural level. This is the perfect opportunity to create and build upon your brands awareness if executed efficiently.
Evoke Emotion:
For Chinese New Year, it's crucial to craft marketing content that stirs emotion and resonates with the audience on a deep, personal level. This holiday is deeply rooted in tradition, family, and celebration. Therefore, marketing efforts should focus on these elements to evoke feelings of nostalgia and joy. This could be achieved through storytelling that highlights the themes of reunion and renewal, and imagery that showcases festive elements like lanterns, dragons, and the color red. By connecting emotionally with prospective customers, brands can create a memorable experience that extends beyond the transactional nature of hospitality and leaves a lasting impact.
Travel Packages:
During the Chinese New Year, hotels can offer a variety of travel packages designed to enhance the holiday experience. As this is an important cultural event in the year, hotels should look to offer experiences that immerse their consumers into the culture and celebrations of CNY. Whether that is one off dining menus, special events with things such as lion dances or guided local tours & exhibitions, it’s important to provide an immersive experience for the consumer.
Creating content around this and showcasing the experiences and the emotions consumers could feel whilst staying at your property will be what separates you from your competitors. Creating the narrative will help customers envision what it would be like to stay and experience on site whilst enjoying the festivities and offers.
Red Envelope Campaigns
Emulate the tradition of giving red envelopes (hongbao) by running a digital red envelope campaign. Encourage customers to participate in online raffles and competitions by offering discounts, vouchers, or special prizes hidden within the envelopes. This can help drive social brand awareness and drive high engagement rates if done correctly.
To boost this technique, you can work with select KOLs to create giveaway competitions with potential allocated proceeds going to a charity of choice.
What’s your marketing strategy for CNY?
Get in touch below:
Comments