Awareness moment · Late January to mid February (moves each year)
Chinese New Year on air
Chinese New Year is one of the awareness days brands use to get on radio and TV. Relations Group has run 2 broadcast PR campaigns for it, for Tao Woks and Hong Kong Tourism Board. The coverage ran to 67 broadcast items, heard by a combined audience of 10.5 million. Coverage included Classic FM, BBC Radio Wales, BBC Radio Leicester, BBC Radio Humberside. Every campaign met or beat its coverage budget.
67Items of coverage
10.5 millionCombined reach
5h 00mTime on air
62Distinct outlets
Coverage highlights
Classic FMNational radio
BBC Radio WalesBBC radio
BBC Radio LeicesterBBC radio
BBC Radio HumbersideBBC radio
The campaigns
Hong Kong Tourism Board, Chinese New Year
Delivered for
a PR agency, on behalf of Hong Kong Tourism Board
The angle
A Talking Travel radio feature on Chinese New Year in Hong Kong: fireworks, the parade, symbolic festive dishes and the Taste Hong Kong food campaign.
On air
TV chef Ching He Huang
The result
57 broadcasts reaching 1.4 million, including London Greek Radio, Unity FM, The Beat London and Sine FM.
Hong Kong Tourism Board, Chinese New Year
The angle
New research released ahead of Chinese New Year found only 38% of Britons know the festival's traditions, just 10% know what date it falls on and only 13% have been to a celebration. The pitch marked the year of the monkey and its traditional food.
On air
TV chef Jeremy Pang
The result
45 items of coverage reaching 1.9 million, including BBC Radio Humberside, BBC Radio Jersey, Metro Radio and TFM.
Tao Woks wanted to position Tao Woks as the ideal choice for cooking Chinese food and as a quality cookware brand.
The message
Chinese New Year is a chance to cook tasty, healthy banquet dishes at home, with recipes low in calories and fat, using Tao woks and dining accessories.
The angle
Chinese New Year's Day on 18 February marked the start of the Year of the Pig. Pitched with low calorie, low fat recipes for a healthy banquet at home, cooked using Tao woks and dining accessories.
On air
A celebrity chef
The result
22 items of coverage reaching 8.6 million, including Classic FM, BBC Radio Wales, BBC Radio Leicester.
Chinese New Year, also called the Spring Festival, marks the start of the new year in the traditional Chinese lunisolar calendar. It is celebrated by Chinese communities worldwide with family gatherings, food, lion and dragon dances and red envelopes, and runs to the Lantern Festival on the fifteenth day. There is no single organiser. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Chinese New Year for 2027?
Chinese New Year next falls on Saturday 6 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
