The gift that keeps on giving

The gift that keeps on giving

Did you know that for many countries in Asia, Lunar New Year is the biggest celebration of the year? By learning a bit about your target market’s culture, you can ensure your brand’s campaign is the gift that keeps on giving. If advertising to these markets, keep in mind that 2019 is the Year of the Pig – do your research and get to know what this means for the target culture and their year ahead and use this insight to perfect your campaigns.

While gift giving has traditionally been in the form of red envelopes filled with money, social media platforms like Alibaba and Tencent have made it possible to send your loved ones a digital version instead, playing into the popularity of the apps and usage trends. Throughout the region, video consumption also increases by up to 15%, making it an appealing channel for brands to take advantage of.

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Virgin Atlantic’s Pride Flight

Pride FlightTalking about localisation… To celebrate WorldPride Day 2019, Virgin Atlantic is launching a Pride Flight. Staffed by an all LGBTQ+ cabin crew, the flight will take passengers from London to New York City, this year’s host and the home of the Stonewall riots, which is considered to have been the impetus for the modern gay pride movement. Commemorating the uprising’s 50th anniversary, this occasion also marks the first time that WorldPride has been held in the United States.

The once-in-a-lifetime flight will set off on 29 June 2019 and will be hosted by Tituss Burgess. To make the trip even more fabulous, passengers can pass the hours with a Judy Garland sing-a-long, drag queen bingo, live performances and more! Virgin is also donating tickets to The Attitude Magazine Foundation, which supports pride initiatives throughout the UK.

With flexible return tickets, passengers will arrive just in time to stay in town for NYC Pride Parade, which will be held the following day.

For a look back on other Pride-filled campaigns, click here.

Bigger isn’t always better

Bigger isn't always better
Did you know that the world's biggest shopping mall used to be a "ghost town"? Before its regeneration, Dongguan’s New South China Mall had been deserted for more than a decade. In a community made up of 8 million migrant workers, the shopping centre failed to draw the attention of its original target consumers – the upper class. More than ten years later, the owner of the 660,000 m² building has finally found a viable solution – and a relatively simple one at that! With recent renovation, modernisation and a brand-new strategy, the mall came back to life. Instead of trying to reach the expectations of the upper class, the mall’s shops and restaurants are now targeting China's middle class, in order to meet the needs of the locals. It just goes to show that with a little research, brands and businesses can ensure they've got the right strategies for success!