From 12 February, the lunar calendar welcomes the Year of the Ox, representing hard work, strength and perseverance. To celebrate safely and support Chinatown London’s tenants, Shaftesbury has launched a digital campaign, #StrongAsAnOx, in lieu of traditional festivities.
For the first time, Chinatown London is also extending the digital celebrations worldwide by partnering with the Chinatowns in San Francisco, Johannesburg, and Melbourne. Together, they will feature in a Lunar New Year celebration connecting digital audiences around the world on February 12.
The #StrongAsAnOx campaign aims to generate excitement about this important cultural festival, while reflecting lockdown restrictions. Activities will focus on engaging with the destination’s audiences, showing them how to bring a taste of Chinatown-style celebratory feasting to their table at home, while also reinforcing the sense of community that Chinatown London is famous for.
The campaign will run across a range of Western and Asian digital channels for a number of weeks, with activities including a virtual wish installation, building on the successful #LoveChinatown campaign from the first national lockdown. There will also be red envelope prize draws for the chance to win vouchers to be spent at Chinatown London when safe to do so. The destination has also partnered with Great British Bake Off’s Kim Joy and MasterChef’s Ping Coombes, who have created bespoke recipes for the celebration.
Karen Baines, head of group marketing and communications at Shaftesbury, commented: “The #StrongAsAnOx digital campaign has been created to reflect the very apt cultural significance of the Year of the Ox – strength and perseverance – and celebrate Chinatown London’s community by uniting with our tenants. As significantly, the collaboration with other leading Chinatowns around the world adds an important new dimension, helping to create even stronger connections between communities globally.”
Chu Ting Tang, chairman of the LCCA, added: “We made the decision to suspend our preparations for the public celebrations for Lunar New Year with a heavy heart, but everyone’s health, safety, and wellbeing must come first. Shaftesbury has a sincere commitment to our community and traditions; the #StrongAsAnOx campaign’s digital platform will encourage people to get involved safely at home, and complement our own online celebratory programme.”