Park Chinois is Mayfair’s most luxurious Asian restaurant, inspired by the 1930s Shanghai heyday. Park Chinois brings its vibrant and convivial world alive with the very best in Chinese dining and experiential moments from chef to show.

Address: 17 Berkeley Street, London W1J 

Website: https://parkchinois.com

The Brief

To attract affluent Chinese and Asian customers who are living in London or travelling to the cosmopolitan city

The Challenge: 

The restaurant scene in London has been always hugely competitive. There were already preferred Chinese and international fine-dining restaurants in London. We needed to create a buzz and a reason for Chinese diners to come to Park Chinois, for business or leisure. 

Our Strategy 

In 2018-2019, we helped Park Chinois to build its reputation through an integrated online and offline PR and digital marketing programme. We targeted Chinese affluent consumers, partners (e.g. luxury travel agencies, banks, hotels and luxury brands with strong Chinese client base) and social media influencers. Our programme included:

• China media relations – lifestyle, luxury, business and mainstream press
• Bespoke events for Chinese HNWIs and intermediates in Park Chinois during important seasons such as the Chinese New Year, October’s Golden Week Festival, etc.
• Partnerships with Visit Britain, British Airways, Bicester Village and more
• Set up an official WeChat company account and created relevant content monthly
• Direct business introductions with business and social media influencers in the UK, China and HK

Results: 

In two years, Park Chinois has seen noticeable increase in the number of Chinese and Asian diners. 

• Over 10 positive articles on Park Chinois in top Asian and Chinese press, including UK-Chinese Times, UK-Chinese Journal, China Minutes, European Times, The Chinese Weekly and more
• Reached out to at least 50 Chinese/Asian business and lifestyle influencers in the UK and from China
• Created a bespoke quality Chinese website
• Reached over 800,000 views on Chinese OTA (online travel agency) platforms, including C-trip, Mafengwo, Tencent, Toutiao, Sohu, Douban, and more

Testimonials:

Lyndsay Anderson

Marketing Director, Park Chinois (former) 

"11K are an invaluable resource, not only in teaching us about the Chinese market and the vast opportunities that exist there but also in delivering tactical ideas that we were able to execute. Most importantly though, they’re keyed into the right audience and are able to bring people and connections together in a way that we simply could not have done, as it would have taken us years to find and network with those right fit connections."