GolinHarris strengthens Greater China operation

National - GolinHarris has boosted its Greater China operation launching a travel, food and beverage practice headed by directors Nikki Lin and Sarah Chin.

"As more and more Chinese travel abroad and as China moves up as one of the most important travel destinations globally, there is a clear trend for increasing travel-related businesses," Nikki Lin, director for GolinHarris Beijing office and leader of the travel practice for Beijing, said.

"Communications supporting those businesses will become more important than ever before."

According to the PR agency, tourism is a vibrant industry in Greater China and observations reveal that mainland Chinese enjoy group travel, while Hong Kong travellers are more savvy and independent.

Lin added: "The marketing space is crowded in Greater China. Travel-related businesses note the growth trends and are attempting to stake a claim in these potentially lucrative markets. However, because of the fierce competition, it will be crucial for these businesses to differentiate themselves while also understanding how to navigate the local environment."

The launch of GolinHarris' food and beverage practice has been spurred by the introduction of world-class brands and the growth of local food brands in recent years.

"Consumers now have more brands to choose from than ever before, meaning that manufacturers must be more creative in delivering their message," Sarah Chin, director for the Greater China F&B practice said.

One of the agency's most notable client in this industry includes fast-food giant McDonald's which the founder Al Golin began partnering with over 50 years ago.