LUNAR NEW YEAR 2013

OVERVIEW OF THE PROMOTION:

Chinese New Year is the most important traditional Chinese holiday is also celebrated in other Asian countries with significant Chinese populations. Known as “Spring Festival” the festival runs in line with the beginning of the lunar year. The festival runs for 15 days, ending with a lantern festival on the last day.

The celebrations include many customs and traditions, with festivals, decorations and food having specific symbolic meanings.

In 2013, Chinese New Year begins on the 10th of February and the associated Chinese Zodiac is the Snake.

Participating in Chinese New Year can encourage patronage to you venue from your Chinese customers throughout the festival. The key is to understand the elements of the festivals and the symbolic meanings and how your customers interpret these messages.
SUGGESTED ACTIVITY TO CONSIDER:

Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.

THEMEING:
DETAILS: A great way to demonstrate to your customers that you are celebrating Chinese New Year is to theme your venue with appropriate decorations.
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This is a valuable option in your gaming rooms as most Chinese New Year decorations symbolise luck, wealth and prosperity.

Consider the following traditional themeing ideas:

  • Red Paper Lanterns
  • Chinese Hanging rope decoration
  • Foil decorations
  • Fireworks Decorations
  • Plum Blossoms
  • Sunflower
  • Bamboo

These should all be red and gold in colour – the colour of luck. Consider sourcing these from your local Chinese markets or stalls.

COST TO A&M: This will depend on your proposed level of themeing. Please set yourself a budget and include this in your A&M proposal. Once approved, do not exceed this in themeing purchase.

COMPLIMENTARY FOOD ITEMS:
DETAILS: Offering traditional food items to your customers throughout Chinese New Year can enhance the customer experience, as many food items also symbolise positive themes such as luck and wealth.
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You may wish to update your complimentary service options or offer additional options throughout the whole of you venue.

Consider the following food options and their symbolic meanings:

  • Jiaozi (Crescent Shaped Dumplings) – Good Luck
  • Egg Rolls – (Wealth)
  • Oranges (Wealth)
  • Tangarines (Good Luck)
  • Moon Cake
  • Sticky Cake

COST TO A&M: Dependent on your selection.

DRAGON DANCE/BLESSING:
DETAILS: Your local council/Chinese community may arrange a Dragon to dance through local businesses and may also arrange blessings for businesses as part of the Chinese New Year.
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Please contact your local council to arrange this visit.

Suggested Venues: Eastwood, Willoughby, Cabramatta

COST TO A&M: TBA

DRINK SPECIALS:
DETAILS: You may wish to stock Asian beers during the Chinese New Year period, such as Tsing Tao.
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COST TO A&M: NIL.

GAMING PROMO - RED ENVELOPE GIVEAWAY:
DETAILS: Red envelopes are often used to hold monetary gifts during Chinese New Year.
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You may wish to incorporate these into a gaming promotion:

  • Patrons receive a ticket into a Lucky Envelope Draw with every $20 metered win.
  • 7pm, 8pm & 9pm a ticket is draw to go into the draw to pick a red envelope off the wall (similar to Joker Poker). Inside each envelope is a bar/bistro hotel voucher.

To run this promotion over 15 days, you will require 50 envelopes. You may wish to have the same value in each envelope, or have different values.

Please note - Numbers and colours have significant meanings in Chinese. Your voucher values should be an even number, not contain Four and be red in colour.

Please include in your proposal:

  • Dates you will run this promotion
  • Draw times
  • Number of envelopes
  • Individual prize values & total prize values.
  • Vouchers required

COST TO A&M: This will include total prize value & costs of envelopes (minimal). Voucher design & print will also need to be considered.
PROPOSED MARKETING ACTIVITY:

Suggested marketing initiatives are outlined below. Not all will be appropriate to your venue, however please suggest as many options as you feel appropriate in you promotion proposal

  • Internal POS
  • Website
  • Staff Viral
  • Social Media
  • Nightlife
  • Eflyer
  • SMS
REQUIRED IN YOUR A&M PROPOSAL:
  • Each individual activity you wish to run including the day you will be running this, times and cost to A&M. You will also be able to provide any additional comments around the activity in the A&M Proposal sheet.
  • Any existing daily What’s ON activity should also be included in your A&M Proposal as ‘proposed activity’. Simply note that this is existing activity and there is no additional cost to A&M
  • Proposed Marketing Activity
  • Any additional activity you may wish to include outside of the suggested mechanics.


Media Library ID 9174

USEFUL TIPS:

  • Be well planned with your Activities.

  • Ensure all staff are actively selling the festivities to your appropriate market.

  • For kids activities, ensure you are engaging the Chinese community.

  • Utilise any staff that can engage your Chinese community on a higher level.

  • Teach all staff to greet your Chinese customers with the traditional Chinese New Year greeting: “Goong Hei Fat Choi” which translates to “Congratulations and be prosperous”.