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CASE STUDY: Burlington Arcade’s Chinese Students Programme

Posted by in Case Studies, China, Events, Latest News, Marketing

October has already been a busy, good month for us so far. On 2 and 9 October, we were particularly delighted to host a selected group of Chinese students and professionals to experience a day at our client Burlington Arcade, England’s oldest and longest covered shopping arcade.

The campaign had two-fold objectives:

  • To provide a rare opportunity for Chinese students to learn about the business side of Burlington Arcade behind the scene and speak to some of the luxury brand owners to learn about their success story and products
  • To solicit Chinese students to become our brand ambassadors and promote Burlington Arcade amongst their networks, including their families and friends in China and worldwide

During the day, our Chinese guests got the rare chance to join an one-hour Beadle Tour by Head Beadle Mark Lord who explained the history and heritage of Burlington Arcade in the most engaging way; and speak to the owners and senior staff members of some of the luxury stores including: Chanel, Bell & Ross, Milleperle and KWANPEN.

Bell & Ross
Bell & Ross

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Head Beadle Mark Lord and a Chinese student 

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Milleperle Owner meeting Chinese students 

Kwanpen

Chinese students learning about how a KWANPEN luxury crocodile leather bag is made  

At the end of the visit, our Chinese guests had the chance to meet with the management team of Burlington Arcade to get some behind-the-scene insights on what makes Burlington Arcade such a successful international shopping destination since its opening in 1819.

Today, Burlington Arcade houses over 40 luxury stores: specialist boutiques, shoppers with find the finest accessories, footwear, and a glittering array of fine jewellery and watch shops.

Here are some of the positive feedback from our Chinese guests on WeChat, the most popular Chinese social media and Chinese version of Twitter and What’sApp:

burlingtonphoto 1Iris

Want to be part of Burlington Arcade’s Chinese community? Join our WeChat group now and follow our latest news and updates on our Chinese website: http://bolingdungonglang.com.

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If you’d like us to organise a private Beadle Tour for your VIP guests at Burlington Arcade, feel free to contact us at sally@11kconsulting.com.

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Sally Maier-Yip is a seasoned cross-cultural Public Relations Strategist with a mission to help companies build successful business with PR. She loves running her UK-Asia PR agency, 11K Consulting, which specialises in helping British clients unlock the Chinese consumer market and helping Chinese brands increase their presence in the UK. To get in touch with Sally, email her at sally@11kconsulting.com

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