Guanxi wins three year contract to represent LNER

Guanxi LNER Partnership
Guanxi LNER Partnership

Guanxi has retained the contract to represent London North Eastern Railway (LNER) in China, following a competitive pitch.

The programme of work will include the management of LNER’s three Chinese social media channels; Weibo, Little Red Book and WeChat, including delivering promotions with tourism partners across all channels. In-market representation through Guanxi’s Beijing office includes regular sales meetings and training sessions with Chinese tour operators and agents throughout China, and representing LNER at meetings, events and conferences.

As part of an ongoing strategy to raise the profile of the destinations along the LNER route, a visitation programme for journalists, influencers and VIP tour operators will also form part of the China plan.

Helena Beard, Managing Director, Guanxi said, “It is always fantastic to win a pitch but to retain an existing client feels even better. We have worked with LNER for many years and we look forward to using the knowledge we have gained and the partnerships we have built to take the brand forward into this exciting, post-pandemic period, as Chinese tourists return to the UK and student numbers continue to rise.”

Christopher Stuart, London North Eastern Railway said “Re-appointing Guanxi to look after our sales and marketing in China was an easy decision. They are well-connected to the Chinese travel trade and media, hugely knowledgeable about Chinese social media and have great relationships with our own destination, hotel and attraction partners in the UK. Above all, the team is a pleasure to work with. We are greatly looking forward to the next three years.”

Click here to find out more about Guanxi.