Manchester Airport launches digital social media platforms in Mandarin

by: Navjot Singh on 02 November 2016

WeChat and Weibo Being Used to Improve Communication with Chinese Consumers

Manchester Airport, one of the UK’s leading airports, is to start communicating using Chinese social media platforms, Weibo and WeChat.

The airport is working alongside Chinese digital agency, Red Lantern, to create and develop its digital marketing strategy revolved around the Chinese audiences. The move in regards to the growing number of passengers to and from mainland China and the success of Chinese airline Hainan Airlines’ new direct flights to Beijing.

“What better way to speak to a core demographic and our new passenger base than adopting the channels they know and love,” said Patrick Alexander, head of marketing at Manchester Airport.

“Not only can we provide them with relevant airport and airline information, but by using their channels, in their native Mandarin, we can give added value and a better, more targeted, customer service.

“The channels will provide a wealth of content and as we grow and develop our route network to China, in turn the social media channels will also grow.”

The channels are going to be launched today and will give Chinese visitors details of the airport’s

services, including a map, travel information, eating options, language help and duty free tax information. This is further proof of how digital transformation is having a positive impact in all industries, including the aviation industry.