Talks to have China in the hands of Hogmanay

Published: 17 November 2017

Talks are underway to have a major Chinese broadcaster beam footage of the Scottish capital's world-famous Hogmanay bash to a potential audience of more than 80 million people.

Central China TV is back in the mix for this year’s event, which will feature headliners The Human League and Rag’n’Bone Man, having become the first to broadcast the Edinburgh spectacular three years ago. If is a further example of how Edinburgh has been recognising the value of China and its visitors. HeraldScotland: Two years ago a Chinese strand was added to the Blogmanay social media campaign which reached almost 10 million people on Twitter last year.

Some 17,400 tweets were generated, along with 3000 images on Instagram. The flagship Hogmanay celebrations received a huge exposure in China through a Mandarin-language social media campaign, and the flying of half-a-dozen top travel bloggers to the event.

The charm offensive saw them experience all of Edinburgh’s main New Year events and get VIP treatment at a host of the city’s leading visitor attractions and tourism sites. As part of the China Ready initative developed by the Edinburgh Tourism Action Group, a Chinese-speaking coordinator was recruited to run social media channels on the popular Wiebo and WeChat platforms.

Content created by the bloggers was to be used on official Scottish Government promotional channels in China, six months after a trade mission led by First Minister Nicola Sturgeon. On December 31, 2015, Hogmanay was trending as the 7th highest travel topic on Chinese social media...

Full story via The Herald Scotland


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