This month, Chinese rock group, Miserable Faith visited the UK on a tour sponsored by Canon and China’s most important travel social media and review site, Mafengwo. When we heard they were coming to London, we knew we just had to invite them to lunch at the original Hard Rock Cafe. So we did.
The band and its entourage enjoyed a great meal at the Hard Rock Cafe and were given a VIP tour of The Vault to see the fantastic Hard Rock Cafe memorabilia and have their pictures taken. They were also presented with classic T-shirts bearing their individual names – a treasure to take home with them.
Miserable Faith is one of the most popular rock bands in China. The band formed in 1999 and have released six albums and regularly headline at China’s outdoor music festivals. Mafengwo has influenced the travel decision making of 2.98 million followers and, after Miserable Faith’s visit to the Hard Rock Cafe, they posted about the visit on Weibo. Miserable Faith re-posted immediately on their Weibo account to their own 369,000 followers and added their own content and comments.
A celebrity-endorsed post like this on Weibo can cost upwards of £10,000 in China. Due to our connections and relationships in Beijing, we were able to deliver this for our client, Hard Rock Cafe, without charge.
The influence of the Chinese media and KOLs (Key Opinion Leaders) can not be overestimated and reaching out to them on behalf of our clients is one of our top priorities. Next month, we are hosting a journalist from the upmarket Chinese magazine, Travel + at the Hard Rock Cafe in New Orleans and we’ve invited an influential Chinese travel blogger for lunch in Phoenix City.