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WeChat campaign in collaboration with Air China
At the beginning of October was celebrated the Golden Week, one of the most important Chinese festivities commemorating the foundation of the Chinese Republic. Specifically, on October 1, National Day is celebrated, when the Chinese start a short period of holidays-7 days- that they use to travel both inside and outside their country.
One of the main motivations of Chinese tourist is shopping. For this reason cities like Madrid and Barcelona work very actively to position themselves as a shopping destination. Following this line of work, the Association of the Passeig de Gràcia, in collaboration with Air China, carried out a campaign to promote gastronomy indutry of Paseo de Gracia. The restaurants that joined the promotion, Tenorio, Divinus, Farga Diagonal and Farga Gran Via, offered a discount to all customers of Air China showing the boarding pass.
The campaign, which was active for two weeks in the Air China account of WeChat, had a lot of impact reaching 2019 openings, which means that a lot of people were interested by the content of the promotion. According to Air China data, this type of actions receive, at most, an impact of 1500 openings.