Celebrating Chinese New Year with LNER

Chinese New Year is an important date in the calendar for engaging with Chinese audiences. This year, we collaborated with transport provider, LNER, on a special cultural showcase to celebrate the occasion. 

Blending tradition with travel, visitors and commuters were treated to a captivating lion dance which journeyed across the UK, a campaign symbolising prosperity and good fortune whilst promoting LNER's connection to Scotland.

Two traditional Chinese lions travelled north, offering a visually stunning and culturally meaningful spectacle that resonated with viewers on both sides of the globe. 

Partnership working

The collaboration not only helped to reinforce Scotland's appeal to Chinese visitors but also demonstrated the power of cross-market partnerships in creating engaging and culturally-relevant content.

By integrating Chinese traditions with well-loved Scottish experiences, the campaign resonated with both local and international audiences.