MonteNapoleone District is an association which unites over 150 luxury Brands among the streets of Monte Napoleone, Verri, Sant’Andrea, Santo Spirito, Borgospesso, Gesù and Bagutta.
The association qualifies the district as a benchmark for Italian shopping and lifestyle, and promotes cultural, commercial and charity events. Over 25,000 visitors come to the district every day: 80% of these are non-Europeans and in particular Chinese.
THE PROJECT
The extent of Chinese tourism has dictated a specific approach strategy to increase awareness of the MonteNapoleone District, of the brands which are part of it and the services at the VIP Lounge.
RESULTS
MonteNapoleone District set up digital operations on the most important communication channel with China. Brand awareness has increased in compliance with the codes of Chinese digital culture.
Official Account creation
For the first time in Europe, an Official WeChat Account has been created and dedicated to an entire luxury district. Thus, the MonteNapoleone District has been able to dialogue directly with Chinese consumers in their language regarding its day-by-day activities and any “special” initiatives in the district.