WELCOME Nadia Macharia
Saskia Rodriguez
Cherie Johnson
The Brief
“Anya Hindmarch is looking to increase its brand awareness and presence within China. The market offers huge potential for the Brand – not just in China itself but given the importance of the Chinese customer travelling overseas. How can Anya Hindmarch enter the market in an impactful way, particularly in this increasingly digital age�.
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A preflight lounge experience incorporating digital retail for the travelling Chinese consumer
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Chinese traveller
(Bloomberg ,2017)
(Dragon Social ,2018)
(Forbes, 2017)
Travel
(Financial Times ,2017)
(CAPA, 2018)
(Jing Daily, 2018)
Digital
(China Internet Watch ,2017)
(Marketeer,2014)
(Tech in Asia ,2017)
Shopping is vital to the travel experience as people create connections with brands on their trips
Primary research
Potential to capitalise on shopping opportunities to create unique retail experiences for the consumer.
Lounges are popular, however there's a gap to utilise them a marketing tool
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A preflight lounge experience incorporating digital retail for the travelling Chinese consumer
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(World Atlas, 2017)
(Shanghai Daily, 2017)
(Guardian, 2017)
Starbucks X Alibaba
Tesco Home Plus
The Consumer Â
Adventure: Jamie 22 Shanghai Photographer Travel Blogger
1:30pm Tries out some of the local street food for lunch. 9:00am Wakes up at the Bed Station Hostel in Bangkok, Thailand and has breakfast with friends.
Takes photographs of the people and places she passes.
11:00am Goes sightseeing around the city. Visits the floating market and picks up spices to take home and try out.
8:30pm Goes bar hopping with her friends and a few people she met in the hostel. 4:00pm Catches some sun by the pool back at the hostel. Edits pictures taken in the day, adds a new entry to her blog.
Luxury: Yuwei 28 Shanghai Influencer Freelance Editor
1:30pm Business lunch meeting at Momo Café with beauty brand.
8:00am Checks social media and edits photos during breakfast.
11:30am Goes to Elle China feature shoot.
6:30pm Unwinds with tea at home. Edits and writes content for blog
4:00pm Meets friends for drinks at The Long Bar at the Waldorf Astoria. 11:00pm Does skin care routine. Checks social media whilst getting ready for bed.
Work: Zhang 46 Shanghai Entrepreneur Real Estate Developer 9:00pm Unwinds with a cup of green tea and her current read.
1:30pm Eats her lunch her PA got her
6:00am Gets up and goes for her morning jog. Comes back to have breakfast with her family whilst checking emails. 9:00am Gets to work and goes straight in to her first meeting of the day.
Answers emails and reads through reports that are on her desk.
Checks emails, makes list if things to do for the next day in her planner. 6:00pm Comes home to relieve the nanny and has dinner with her family. Spends time with her children and reads through their homework with them.
Interior design trends Â
Biophilic design
Minimalism x Colour
Coworking Spaces
Colour inspiration
Aveda
Anthropologie
Everlane
Louis Barragan
Medley
Gensler for TmAdevertising
Emmanuel Moureaux
Color Camp
ODOS
Selga Scano
Anya Hindmarch Mini Mart
The Budapest Café Pantone Colour Institute
Introducing the campaign
BEFORE the launch
Social Media Campaign
Interactive Marketing
Social media campaign
WECHAT Reflection of the campaign Focus on archetypes Engage users and share user generated content
INTERACTIVE Marketing
Digital Lets the consumer pick the archetype Teases digital retail of lounge
adventure
Luxury
work
During the launch
Influencer Launch
Â
The Lounge
The Lounge
AFTER the launch
Social Media
Influencer Updates
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A preflight lounge experience incorporating digital retail for the travelling Chinese consumer
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QUESTIONS? Nadia Macharia
Saskia Rodriguez
Cherie Johnson