Case study · Chinese New YearMost Britons know Chinese New Year is a big celebration, but very few know much more than that. Ahead of the Year of the Monkey, we helped Hong Kong Tourism Board turn that gap into a story: research found only 38% of Britons know the festival's traditions and just one in ten know when it falls. We paired the findings with TV chef Jeremy Pang, who talked listeners through the history, the traditions and the food at the heart of the celebrations, and booked him across a radio day of interviews. The campaign delivered 45 items of radio coverage reaching 1.9 million listeners, including BBC Radio Humberside, BBC Radio Jersey, Metro Radio and TFM, and put Hong Kong at the centre of the conversation as the new year began.
Part of Chinese New Year on air →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.
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.
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