WEI-UK CONSULTING CREDENTIALS WEI-UK CONSULTING CREDENTIALS 1

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1 WEI-UK CONSULTING CREDENTIALS WEI-UK CONSULTING CREDENTIALS 1

2 WEI-UK CONSULTING CREDENTIALS 2 CONTENTS 3 About Wei-UK Consulting Ltd 7 Chinese Inbound and Outbound Strategic Planning 8 Travel Trade & Tour Guides 9 Mint Edition Magazine 10 Social Media 11 Digital Marketing 12 Events 13 Press, PR and Media Engagement 14 Contact

3 WEI-UK CONSULTING CREDENTIALS 3 WHO WE ARE We are a specialised marketing, PR, and media agency which focuses on identifying the habits, trends, and direction of the Chinese luxury shopping market in the UK and across Europe. As a business we interact and integrate directly with Chinese tour guides, student associations, Chinese media groups, and UK based Chinese professionals. Our media streams, brand campaigns, and market influence are all built around the knowledge gained from those close relationships. We are the only agency in the UK that offers a full service through the line proposition for targeting the Chinese. We touch Chinese travellers at all points of the market, from mainland China, through to the UK Our marketing campaign for Vodafone London Fashion Weekend outsold Elle magazine in traceable ticket sales - we are now in our 4 th campaign for the event.

4 WEI-UK CONSULTING CREDENTIALS 4 WHAT WE DO We work with luxury brands to develop their access to the high-net-worth Chinese consumer market (both travelling to the UK, as well as those working and studying here) through media and event streams: Inbound traveller tour guide relationships Magazine and newspaper print media Social media Events Digital Marketing Through these streams we reach 175,000 Chinese who sit within our target demographic. (Figures based on distribution and circulation statistics)

5 WHO WE DO IT FOR WEI-UK CONSULTING CREDENTIALS 5

6 WEI-UK CONSULTING CREDENTIALS 6 WHO WE REACH Students and Young Professionals Business Travellers Chinese Tourists via tour groups and agencies Free Independent Travellers

7 WEI-UK CONSULTING CREDENTIALS 7 Chinese Inbound and Outbound STRATEGIC Planning Wei-UK Consulting is able to use our list of credited contacts and industry knowledge to provide up to date Tourism Engagement strategies for brands. Included in our strategies are: Overview of the Chinese tourism market Overview of the Chinese tourism market in relation to the UK Legislation and social changes in the market which affect consumer spend Brand specific strategies in China which impact how the Chinese tourist in the UK will respond to the brand Competitor analysis Recommendations for improvements to customer service Recommendations on print media and social media campaign strategies (for example forums which the brand should engage with) Establish relationships with Tourism Agencies Establish relationships with Tour Guide Associations Marketing Planning Digital Consultancy

8 WEI-UK CONSULTING CREDENTIALS 8 TRAVEL TRADE & TOUR GUIDES Access to 4,500 partners in trade Access to 500+ UK Tour Guides 80% of Chinese Travellers still travel in groups, for a number of reasons including language barriers. As such access to the travel trade is critical to engaging with inbound Chinese consumers. Wei-UK creates partnerships via trade, and brand partners that have access to the right profile of international shoppers/clients this includes Tour Operators Financial Institutions Airlines Concierge Companies Wei-UK are the sole marketing agent for the UK Chinese Tour Guide Association, establishing a commission based relationship between brands and tour guides on the ground. The Tour Guide business provides retail brand with immediate access to Chinese client footfall. Our role is to match the brand with the correct inbound business partners, and UK based tour guides ultimately driving traffic/footfall via access to their clients, utilising a range of incentives and offers with a defined ROI on redemption/sales.

9 WEI-UK CONSULTING CREDENTIALS 9 PRINT MEDIA Mint Edition Magazine Target Audience: Students and Young Professionals Free Independent Travellers Business Travellers Mint Edition Luxury Life & Style Magazine is the only content driven magazine to target both Chinese travellers and Chinese Students and Young Professionals living in the UK - focusing on the life and style issues that are important to them. Content including UK investment opportunities, UK destinations, visa advice and support, events scheduling, as well as shopping, fashion and entertainment makes the magazine sought after and talked about. Mint Edition magazine takes a multi-distribution approach to engaging with the Chinese consumer. Distribution includes: All first and business class flights from Beijing, Shanghai and Guangzhou to London on: Top hotel concierge runs: Tour coaches China Town handouts in London, Birmingham and Manchester University campuses and halls of residence Online download

10 WEI-UK CONSULTING CREDENTIALS 10 SOCIAL MEDIA Wei-UK Consulting manages social media campaigns for brands throughout the UK. These include promotional events on Wechat, Weibo and Power Apple. We use our own official blogs and those of key opinion blog leaders, as well as social forums, weibo sponsored posts and student association sites. Wei-UK Consulting campaigns work with over 20 key Chinese bloggers covering a range of disciplines such as food, travel, fashion and watches to engage with consumers - campaigns reach over 1 million people (figures based on validated numbers of followers on each blog). Users are based in the UK and China. Campaigns for London Fashion Weekend are now in their 4 th Season, with ticket sales as a direct result of Wei-UK Consulting Social Media campaigns outselling Elle Magazine with 500+ tickets sold in the February 2013 campaign. Social Media campaigns are devised around the brand objectives, and can be tailored to focus on the following areas: Brand introduction to the Chinese consumer Products sales Raising brand awareness User engagement Event campaigns Social Media Promotion

11 WEI-UK CONSULTING CREDENTIALS 11 DIGITAL MARKETING Wei-UK Consulting enables brands to build an online presence amongst aspiring young affluent Chinese. From building brand awareness through IP targeted display campaign, creating user interactions to re-marketing to reinforce sales. Digital Marketing can be tracked and optimized for brand to influence Chinese luxury shoppers effectively. Target Chinese browser and content with UK IP address. Display ads are effective format to tell brand stories and feature products to generate Brand awareness and consideration. Wei-UK will help to design brand landing page in Chinese with data capture and mechanics to drive footfall in store. Digital Marketing Promotion

12 WEI-UK CONSULTING CREDENTIALS 12 EVENTS Wei-UK Consulting arranges exclusive in-store events for brands who want to interact with key groups in a more personalised way. Events bring brands closer to the consumer and can serve multiple purposes, such as: Product launches Sales events Relationship building Press and Media Wei-UK Consulting will lead the event by managing: Event themes A targetted guest list Engagement with the audience via social media, industry insiders and business contacts Invitations and guest list management Chinese hosting Chinese event staff Post event feedback Brooks Brothers Student Event Coach Event

13 WEI-UK CONSULTING CREDENTIALS 13 PRESS, PR AND MEDIA ENGAGEMENT WEI UK have built strong relationships with key Chinese Press and Media outlets in the UK. We utilise these relationships to raise awareness and drive footfall for our clients via PR and Media campaigns. Wei-UK will: Create press releases in Mandarin for the distribution to Chinese Press and Media institutions based in the UK. Coordinate campaigns tactically to ensure full coverage and maximum exposure across a range of mediums broadcast, print, radio and social media channels Follow up with media contacts to encourage maximum coverage Coordinate feedback to client Aspinal Press Release Aspinal of London -In Store Press Evening Client case study : Aspinal of London event saw increased sales of over 36% from Chinese clients within 2 weeks of the event. The client secured 2 front page covers and TV Broadcast. Front Page Listing

14 WEI-UK CONSULTING CREDENTIALS 14 CONTACT Domenica Di Lieto Business Development Director Tel Mob Nadezhda Robinson Head of UK Marketing Tel Mob Wei-UK Consulting Broadwick Street London, W1F 8HT

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