In China, British Airways is one of the most digital-savvy Western companies. It does lots of things right, such as a well-designed Chinese language website full of useful content not only about flights but more importantly, information like studying in the UK, travelling for sightseeing and shopping and etc. With regard to social media, it has a brilliant Sina Weibo page which is actively engaging with more than 35k followers. Here is a review of its another social media account with WeChat, an immensely popular IM service provided by Tencent, one of China’s leading Internet company.

1. A Review Of British Airways WeChat

2. Introduction
In China, British Airways is one of the most digital-savvy Western companies. It does lots of things right, such
as a well-designed Chinese language website full of useful content not only about flights but more importantly,
information like studying in the UK, travelling for sightseeing and shopping and etc.
With regard to social media, it has a brilliant Sina Weibo page which is actively engaging with more than 35k
followers. Here is a review of its another social media account with WeChat, an immensely popular IM service
provided by Tencent, one of China’s leading Internet company.

3. Legend
1. Welcome message 4
2. 1st Message
5
3. Promo 6
4. Valentine’s Day 7
1. Savile Row 8
2. Tourism 9
3. Celebrity 10
4. Notification 12

4. 1. Welcome message
After joining BA WeChat, users
will receive a welcome message
with a call for raffle draw of 3 BA
return tickets for London and 50
gift coupons. Users only need to
reply the message with two
Chinese characters ‘Red Packet’.
BA WeChat was launched
during the Chinese New Year,
the first message plays to the
traditional of sending and
receiving ‘Red Packet’ during
the festival period.

5. 2. 1st Message – ticket raffle
The reply from BA.
The image represents the Year
of Horse.

6. 3. Promo
A join promotion with UK
Tourism Board for discount
return tickets.

7. 4. Valentine’s Day
2014 Valentine’s Day happens
to be Lantern Festival for the
Chinese New Year, or an
ancient version of Chinese
‘Valentine’s Day’ during which
time young men and women had
a chance to watch the lanterns
and meet each other, thus the
red lanterns and UK flag photo.

8. 5. Savile Row
British cultural and British style
are widely regarded as high-
fashion and elegance in China.
This message invites users to
visit London and discover made-
to-order suit at Savile Row.

9. 6. Tourism
Another join promotion with UK
Tourism Board calling for visit to
the UK and various services
provided by the Tourism Board.

10. 7. Celebrity
Chinese people love celebrities,
some Western celebrities are as
famous as Chinese ones.
Kristin Davis, One of the leading
actresses in Sex and City is very
popular among middle-class
Chinese and young
professionals. BA didn’t waste a
chance to share her praise of
BA’s new fleet of A380.

11. 7. Celebrity
This interview video is
dubbed in Chinese to
preserve its originality
and not surprisingly, it’s
hosted on Tencent’s
video site.

12. 8. Notification
This is the notification for a
delayed flight. It’s sent not only
to the passengers of this flight
but also to all users following BA
WeChat.
It does states that the
notification has been sent by text
message to passengers.

13. A digital link to your business in China

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