Celebrating Chinese New Year with LNER - News

Article published 10/02/2025

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.

Watch the video on LNER'S Instagram

Celebrating Chinese New Year in Edinburgh

In preparation for the campaign, LNER worked with our China intermediary marketing team to identify businesses in Edinburgh to feature in their promotional video.

Filmed at several locations, the video featured footage of:

Edinburgh Gin
Johnnie Walker Princes Street
The Royal Mile & St. Giles Cathedral
Camera Obscura & World of Illusions
The Witchery

The video was shared on LNER's UK social media channels to align with the start of the Chinese New Year celebrations (29 January - 4 February). It was then shared on LNER's China-facing social channels following a high-pole lion dance performance in Trafalgar Square in London.

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.

Find out more about how we promote Scotland to the world