Blackjack Promotions marks Chinese New Year with festive campaign at London Gatwick Airport
The campaign ran from 20-29 January in the North Terminal International Departure Lounge, driving retail and food & beverage spending while enhancing the passenger experience.
UK. Travel retail and brand experience specialist Blackjack Promotions has hosted a Chinese New Year campaign at London Gatwick Airport, designed to elevate the gifting experience for Chinese passengers.
The activation, which ran from 20-29 January in the North Terminal International Departure Lounge, aligned with the projected rebound in Chinese traveller spending, set to recover to pre-2019 levels.
Driving retail and food & beverage spending while enhancing the passenger experience, the campaign included promotional activities, a showcase of retail brands and tailored services for Chinese passengers.
A key feature was the presence of Mandarin-speaking ambassadors dressed in traditional Cheongsam attire to create meaningful connections with Chinese passengers.
Strategically positioned alongside departing flights to China, they greeted travellers with New Year wishes and offered tailored shopping and dining recommendations.
The campaign was also part of London Gatwick’s strategy to enhance connectivity between the UK and China, following a +265% year-on-year increase in passenger traffic between the two markets.
Blackjack Promotions Retail & Brand Director Leanne Nutter said: “Chinese tourism is vital to the UK economy, as visitors from China are known for their high spending power. While the aviation industry has seen a decline in Chinese visitors since 2019, VisitBritain forecasts a return to pre-pandemic levels this year.
“This is encouraging, and at Blackjack Promotions we’re committed to making every visit unforgettable by delivering unique, culturally enriching experiences. This Chinese New Year provided the perfect opportunity to celebrate Chinese traditions and show how airports can connect with shoppers by embracing cultural nuances.”
The campaign used bilingual paddles (Mandarin and English) and targeted signage to promote curated gifting options, effectively capturing the attention of Chinese travellers and increasing foot traffic.
London Gatwick Retail Trading and New Channels Manager Sarah Walker said: “We worked closely with retailers to identify gifting items that aligned with the preferences of Chinese customers. This ensured the campaign delivered both value to passengers and our retailers.
“As we look to encourage Chinese tourism, it’s important to find ways to connect with visitors. Blackjack Promotions came up with the idea of integrating cultural references into our North Terminal and the overall success of the initiative has been fantastic and shows our collective commitment to cultural awareness.” 
