2020 Adelaide Chinatown
Lunar New year Street Party
THE BRIEF
Chinatown Adelaide of SA Inc. has been the organising committee for the Lunar New Year Street Party for the past 17 years. Belablink has been involved as part of the organising committee for three years. In 2020, Belablink managed all of the event marketing and promotion and assisting in organising the event.
However, 2020 was a challenging year. From the 2019 Australian bushfire crisis to 2020 COVID-19 pandemic, we were facing a very tricky time. The event date was 1st Feb which just a few days after the Chinese government imposed a lockdown. The local Chinese community were anxious and cautious about the risk of outbreak and the pressure from the stakeholders insisting to go ahead without any changes, we were in a very difficult situation.
THE SOLUTION
CREATIVE
We created the visual identity for 2020 LNYSP - the year of the rat. For the first time ever in Adelaide, the Lunar New Year Street Party had its own brand identity. We designed all the marketing collateral, including posters, flyers, street banners, souvenir tote bag, floor stickers and more, presenting a consistent visual identity across all touchpoints around Adelaide city.
SOCIAL MEDIA
We developed a monthly communication plan based on the promotion campaign and analysis of audience segments. Based on the plan, we created content including copywriting and artwork designed to cover the 4 parts of the event. Those being food, entertainment, Lunar New Year and Year of the Rat. The content was posted on Facebook and WeChat platforms.
PR CRISIS MANAGEMENT
We created a charity campaign on Facebook to help the SA Bushfire Appeal fund, by selling the limited edition 2020 LNYSP tote bags online and at the event to raise funds for a donation. The association also made a donation from all income received through stallholders to the SA Bushfire Appeal.
In light of the COVID-19 pandemic, we also purchased around 100 pieces of sanitary items including wipes and sanitiser and provided them to each stall and the public at the event.
THE OUTCOME
On the day the adverse weather conditions didn’t last long and the event was well attended in the afternoon and throughout the night. The official section was unexpectedly popular as well as the official speeches, donations and exciting performances. Overall, on social media, the event engaged 259,200 people and 13,100 people responded to the event directly.
