Papa Johns pushes pizza culture to Chinese

Shanghai - American pizza company Papa John's will tie up with the Hawaiian Tourism Board to launch a series of activities as part of a year long campaign aimed at attracting more customers to its outlets across China.

Having retained Papa John's pizza business in January this year, the Ortus Group was tasked to provide communications support around the theme of celebrating and sharing a fun experience with customers.

The campaign targets a wide range of consumers from pizza lovers between 18 to 35, working adults and families with children.

The Ortus Group has helped launch a few promotions since the beginning of this year with the Hawaiian Tourism partnership for a tropical island promotion that will kick off this week.

The campaign includes TVC, radio and online with a tie-up with i-Coke.

Ortus Advertising developed creatives for the campaign while Ortus PR solicited media publicity recently to mark its 100th store celebration in first tier cities across China.