Earlier this year, Guanxi worked with their client, LNER, on a partnership with CineAsia, an independent UK film distributor, to launch a ticket giveaway campaign for Detective Chinatown 1900. The initiative coincided with the film’s release in China and the UK on 29 January.
Detective Chinatown 1900 is the fourth installment in the popular series, and saw success in China, grossing £2.2 billion (RMB 20 billion) in its opening week. The UK release offered an opportunity to engage Chinese-speaking audiences in the UK while also attracting a wider audience of Chinese cinema fans.
The campaign, which relied on digital platforms, garnered 3,492 views on social media and received 74 engagements, with 134 participants in the ticket giveaway. These figures highlight the increasing interest in international cinema in the UK and the potential for cross-cultural engagement through digital promotions.
The collaboration helped enhance LNER’s visibility among Chinese-speaking audiences in the UK and strengthened their presence as a brand that values cultural connection and diversity.
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