LUNAR NEW YEAR 2014

OVERVIEW OF THE PROMOTION:

Lunar New Year is the most important traditional holiday in Chinese and other Asian cultures. 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 2014, Lunar New Year begins on Friday 31st of January. The associated Chinese Zodiac is the Horse.

This is not a date relevant to all venues, but is very important for venues with a strong Asian contingent within their customer base & local community.

Participating in Lunar 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. It is a period strongly associated with good luck, so is particularly important to have Lunar New Year activity focused within your gaming rooms and associated areas.
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:

  • Staff greeting customers with a Happy New Year
    in the appropriate language
  • Red Paper Lanterns
  • Chinese Hanging rope decorations
  • Foil decorations
  • Fireworks Decorations
  • Plum Blossoms in vases
  • Sunflowers
  • 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.

‘HAPPY LUNAR NEW YEAR’ NIGHTLIFES & COASTERS:
DETAILS: Wish your customers a happy new year through nightlife screens & coasters. Consider designs in Mandarin, Korean or Vietnamese depending on your customer base.
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Please speak to Jenny Smith re. translations & designs of these nightlifes.

COST TO A&M: Up to $75 per design.

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.

FESTIVAL SPONSORSHIP / INVOLVEMENT:
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: $1200

RED ENVELOPE ENVELOPS:
DETAILS: A traditional Chinese New Year custom is to hand out red envelopes/packets with money inside. You may wish to say thanks to valuable gaming patrons by handing out such envelopes.
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lPease consider placing $20 notes within the envelopes as these are red & an even number which are both considered good luck.

COST TO A&M: Dependent on your gifted amounts & the number of patrons you will be giving these to.
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.


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USEFUL TIPS:

  • Be well planned with your Activities.

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

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

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