An iconic, luxurious covered shopping arcade in Mayfair, London, in which was established 1819. The arcade has 46 boutiques and welcomes four million visitors a year.
To start and create all necessary Chinese PR and marketing materials and campaigns from scratch
To help drive footfall from China, Hong Kong and the Chinese communities within the UK
Back in 2015, Burlington Arcade was largely unknown to Chinese audiences despite its fame at home. We needed to create a reason for Chinese audiences to shop and visit Burlington Arcade
Every year from 2015 to 2019, we were tasked to create an integrated China PR and marketing programme for Burlington Arcade. We started everything from scratch and developed an integrated offline and online PR programme to educate and inspire Chinese audiences as to why Burlington Arcade is a must-visit destination in London. The programme included:
Burlington Arcade gained its reputation as the must-visit shopping destination among the Chinese travellers and Chinese communities in the UK.
Notably, Burlington Arcade saw a significant 37% increase in footfall from China and Hong Kong visitors (as recorded by Global Blue), after working with us in the first nine months in 2015.
Ellen Lewis, Vice President - Retail Marketing, Burlington Arcade (former):
“We hired 11K Consulting to drive Burlington Arcade’s brand awareness among Chinese individuals and tourists in China and UK. They have helped us build our Chinese capabilities within a very short time.
“We’ve been impressed by 11K’s high quality of work, professionalism and insights into the Chinese market and audience. We have seen a significant increase (37%) in the number of Chinese visitors at Burlington Arcade since we employed 11K.
We would recommend 11K to companies who are looking for professional China PR and digital marketing services.”