Chinese New Year
Image credit: Greater London Authority
Chinese New Year celebrations in London began as a small community event more than 20 years ago and have since grown to become the largest of their kind outside Asia. Organised by London Chinatown Chinese Association (LCCA), the festivities mark the turn of the lunar year.
A colourful parade kicks off the celebrations, moving through Chinatown and the West End to finish near the food stalls and main stage in Trafalgar Square. Following this, a packed programme of traditional and contemporary Chinese performances, including the popular lion and dragon dances, entertain the crowds from an array of stages. The festivities are rounded off with a spectacular finale in Trafalgar Square.
“Working with London & Partners has helped bring clearer visibility to this world-class celebration of Chinese New Year and in turn provide a positive impact upon the continued growth of this annual cultural project.”
– Lawrence Ma, Event Director of Chinese New Year, London Chinatown Chinese Association.
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What we did
Following consultation with the Greater London Authority (GLA), we approached volunteer organisation London Chinatown Chinese Association (LCCA) to discuss ways to assist them to develop and grow their Chinese New Year in London event. We agreed an initial three-year partnership agreement (2017-2019) with LCCA which was subsequently extended for an additional term (2020-2022).
We worked with LCCA to create and develop a new and consistent event brand and toolkit which is integrated through all channels and assets.
We created the official digital home of Chinese New Year in London and host it on visitlondon.com/china.
We promote Chinese New Year in London through Visit London channels. We create new content and engage influencers to extend the reach of the event to China and domestic audiences. We also create tailored and targeted Chinese vlogs and video content for Sina Weibo and WeChat platforms.
We support the LCCA sponsorship strategy by hosting events and providing introductions.
With our network of contacts across the city, we’re able to make the impossible possible. Through our connections, we introduced the LCCA to the London Eye team who agreed to light up the attraction in gold and red. This moment was used for the press launch of CNY in London and over the weekend of the city’s celebration. This helped showcase the story of CNY across the city and extend the reach internationally.
We also work closely with media from China and Europe, hosting interview opportunities, providing key spokespeople and making introductions.