Lewis Greater China CREDENTIALS
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lewis
Greater China
CREDENTIALS
© LEWIS Communications Limited. All Rights Reserved
Spanning nearly 50 countries, Asia Pacific is a dynamic and fast-growing
travel market. The total contribution of Travel & Tourism to the region’s
GDP reached USD2,686.2bn in 2017, and is forecast to rise by 5% YoY until
2028.
“One-size-fits-all” does not apply here. While next gen Chinese travellers
are exploring off-the-beaten track destinations for holidays, many Japanese
travellers prefer staycations.
General Manager LEWIS has helped our clients understand these differences across APAC
Bay Area, Greater China
LEWIS Global Communications markets, tackling challenges and tapping into new opportunities to
increase their influence amongst media, consumers and fellow competitors.
Here is some of our work in action.
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© LEWIS Communications Limited. All Rights Reserved
3 © LEWIS Communications Limited. All Rights Reserved
Who we are
consecutive international
growth awards
23 Yrs
Wholly -owned Global team
global members
offices
29
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© LEWIS Communications Limited. All Rights Reserved
Analytics & Insight Advertising Ai / ar / vr Analyst relations
Audience definition Affiliate marketing Design / ux Content
Brand Content marketing E-commerce Corporate comms
Business transformation EVENTS MOBILE Executive profiling
Creative Direct mail campaigns Seo & sem Influencer relations
Messaging & Positioning Design & copywriting Social, paid & influencer Issues & crisis management
GLOBAL COMMS STRATEGY Marketing automation Video & photography Media relations
International HUB Sales enablement Web & app development Speaking engagements
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© LEWIS Communications Limited. All Rights Reserved
Boston Amsterdam
New York Antwerp
San Diego Barcelona
San Francisco Budapest
Washington DC Düsseldorf
Eindhoven
Beijing Frankfurt
Guangzhou Lisbon
Hong Kong London
Kuala Lumpur Madrid
Shanghai Milan
Shenzhen Munich
Singapore Paris
Sydney Stockholm LEWIS
Warsaw LEWIS PARTNERS
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© LEWIS Communications Limited. All Rights Reserved
BEIJING HONG KONG KUALA LUMPUR SHANGHAI SINGAPORE SYDNEY
And growing…
APAC 2020 • Working with the world’s leading brands
Will see LEWIS invest US$6.5m
up to the end of 2020 to double • Dynamic team of communications and digital professionals
its Asian network with new
offices in Bangkok, Chengdu, • Coverage across key markets with LEWIS+ partners
Guangzhou, Haikou, Ho Chi
Minh City, Jakarta, Melbourne • More than of our campaigns are multimarket
and Shenzhen. This includes the
creation of three new digital • A leader in and
hubs in Shanghai, Singapore and
Sydney and new roles in search, • across the region
analytics, paid media and
content creation.
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© LEWIS Communications Limited. All Rights Reserved
Prolific Travellers Desire for Social Currency Desire for The Lowest Desire to Getaway Desire for a New Luxury
The number of outbound Avid users of social media, Price As A Family APAC travellers often seek out
travellers in Asia Pacific Asian travelers are often 31% of travellers in APAC have experiences they are unable
thinking about their next post. Family plays a key role in the
markets is expected to grow cancelled and rebooked a trip to have at home – many
Australians post an average of lives of many Asian citizens
by an annual growth rate of because they have seen a consider cool and non-
7.9% between 2014-2020. 7 times while on holiday, and and with a rapidly aging
cheaper fare. And 20% have population many are summer weather a priority.
43% of Hong Kongers say the slept at an airport in order to
By 2020, China will be the first thing do once returning choosing to travel as an
save on travel costs. entire family unit to The Compound Annual
largest outbound market, from holiday is share their Growth Rate (CAGR) in luxury
travel experiences on social. experience holidays
followed by South Korea and In Hong Kong, 42% of outbound trips for Asia Pacific
Japan. For these travellers, being able together regardless of age.
travelers worry about hidden This also enables to cut costs from 2011 – 2025, projected
to capture picturesque or booking costs while 46% will to sit at 6.3%, higher than
Instagrammable photos during thanks to shared
book a bargain deal as soon as accommodation. Europe (5.3%).
their trip is essential. they see it.
© LEWIS Communications Limited. All Rights Reserved
OUR work © LEWIS Communications Limited. All Rights Reserved
Qatar Airways
LOCALISED THE APPROACH THE OUTCOME
STORYTELLING & Together we accomplished:
INFLUENCER • Differentiation: focus on
messaging that makes Qatar increase in Share of Voice
ENGAGEMENT Airways stand out (SoV) of Qatar Airways amongst
key competitors in the market,
LEWIS was been the public with 24% in FY2015 and
relations agency for Qatar • Localization: identify authentic
local approaches and tailored 28% in FY2016, much higher in
Airways in Hong Kong from both fiscal years than key
2015-2018, building brand story angles for media European and Middle Eastern
awareness and consumer engagement carriers, and tracking closer to the
affinity for the award- SoV of local competitors*
winning airline through • Creativity: cost effective Significantly enhanced Qatar
earned media channels. campaign ideas that focus on Airways’ exposure and corporate
driving online conversation and message pull-through in regional
increases online bookings and local media
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© LEWIS Communications Limited. All Rights ReservedHONG KONG TOURISM BOARD
Alzheimer
TELLING THE STORIES OF ASIA’S WORL CITY IN CHINA THE OUTCOME
LEWIS works closely with the Hong Kong Tourism Board in mainland China, helping to build its profile, familiarity, and
relationships amongst media and consumers to attract tourism. The team works to position the city as a preferred Hong Kong continues
destination for “Best of All”. to be the top three
Together we have accomplished: domestic travel
• The successful launch of new branding “Best of All, It’s in Hong Kong” across traditional and social media channels destination for
• Effective social content strategy that drove outstanding ticket sales for 2017 summer e-sports and music events in Chinese travelers.
Hong Kong 11
© LEWIS Communications Limited. All Rights ReservedSkyscanner
ACTIVATION LED, THE APPROACH THE OUTCOME
MEASUREABLE PR LEWIS devised a local-led PR A 207% increase in YoY coverage
Skyscanner was looking for
a PR programme that
programme, focused on telling
stories about and for the Hong Kong
396 articles
including a 52% increase in
would support with driving market. This involved creative story- articles containing backlinks to
local brand awareness and telling about the latest travel trends the Skyscanner.com.hk website.
position it as forward as well as working with travel
thinking and innovative influencers to provide content or 720 referring
quotes for Skyscanner stories
It needed a partner that
could think creatively
The team also conceptualized and
domains to the
about storytelling and Skyscanner.com.hk website
react quickly to market launched a ‘Top Picks’ newsletter
including top lifestyle, travel and
trends or breaking news to that shares links to the wealth of business titles
drive up PR coverage, local relevant Skyscanner content with the
brand recognition and
drive downloads
media on a regular basis to help
drive up coverage numbers
113,895 social shares
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© LEWIS Communications Limited. All Rights ReservedTOURISM AUSTRALIA
Chinese PRESIDENT THE APPROACH THE OUTCOME
XI VISITS AUSTRALIA 100 million social views in six days
President Xi's visit to Australia for 30,000 increase in fan base on TA’s Weibo as a
the G20 Leaders’ Summit in 2014 result of 41 posts and 11 Tasmania-focused stories.
presented a rare promotional
The exclusive interview with executive chef Ms.
opportunity for Tourism Australia Wagner was the most popular post of the entire
in China.
After identifying the visit as a key PR campaign, generating a combined: 30 million
The President and his wife, opportunity for client Tourism views, 3,500 retweets, 300 comments and 3,000
Madame Peng Liyuan, are well- Australia, LEWIS worked around likes.
respected figures among Chinese existing media constraints to create a
consumers and receive strong branded content social media visits to Aus.cn increased by almost 10,000 at the
coverage in Chinese media campaign - #Dada’s Visit to Australia* peak of the campaign and page views on this date
everywhere they go. were almost five times higher than usual, reaching
(# #) – to drive awareness
around 57,000.
.
© LEWIS Communications Limited. All Rights Reserved
of Australia as tourist destination. 10TOURISM
AUSTRALIA
TOURISM AUSTRALIA & THE APPROACH THE OUTCOME
CHINA UNIONPAY MOU
Tourism Australia and Two press conferences were held in Attendance of over 60 media
partnership with China UnionPay and
China UnionPay decided Amway to help maximise media buzz and
mainstream media spanning TV, print, radio,
to further strengthen online platforms and new media (App); media
public awareness about the news.
beats included general mass media, tourism,
and expand the scope of The LEWIS team also supported with: MICE industry vertical media, and financial
their cooperation by media.
signing an MoU to • Program planning, consulting and
implementation
provide greater Five TV interviews and four group
convenience to Chinese • Activities management, process control,
outbound tourists and media invites taking into media interviews
consideration multiple success factors were arranged for key government officials.
visiting Australia. to maximise media exposure and
balance media engagement 275 media articles
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