• Sydney Airport expands Lunar New Year celebrations with digital engagement strategy, special performances and festive decorations
• New Lucky Monkey game developed for Chinese social media app WeChat to engage Chinese passengers
• China market is Sydney Airport’s largest and fastest growth market based on residency

Sydney Airport will expand its Lunar New Year celebrations this year with a dedicated digital engagement strategy and a host of in-terminal entertainment, including special performances, tailored retail offers and decorations to mark the Year of the Monkey, extending Sydney’s cultural calendar to the airport.

As Australia’s international gateway for Chinese visitors, Sydney Airport expects to facilitate up to 430,000 Chinese nationals through its international terminal during the Lunar New Year period.

To celebrate the occasion, Sydney Airport has developed a digital game in conjunction with the launch of its new channel for China’s most popular social media platform WeChat. The new Lucky Monkey game will offer passengers the opportunity to win shopping vouchers to spend at HEINEMANN Tax & Duty Free in the T1 International terminal throughout February.

The Lucky Monkey game will be hosted on Sydney Airport’s newly launched ExperienceSYD WeChat channel to drive further followers and expand its social media presence, supporting the airport’s wider focus on engaging with passengers through a range of touchpoints.

“China is our fastest growing international passenger market and our largest visitor market based on residency. During the Lunar New Year period, we’ll have six mainland Chinese airlines providing direct services to nine mainland Chinese cities, the most Chinese long haul routes of any airport in the world,” Sydney Airport Managing Director and Chief Executive Officer, Kerrie Mather said.

“Sydney Airport is welcoming Chinese passengers to Sydney with our Mandarin speaking Airport Ambassadors, Lunar New Year decorations and entertainment, tailored retail products and engagement on WeChat. We’ve expanded the airport’s digital footprint to enable us to better engage with this important audience during the most significant celebratory event on the Chinese calendar.”

To further celebrate the festival, Sydney Airport has invested in more decorations in red and gold, symbolising good fortune and happiness, to adorn the T1 terminal.

Passengers, visitors and staff will also be able to enjoy special performances from Sydney Airport partner, the Sydney Symphony Orchestra (SSO), and traditional lion dancing, reflecting the important role Chinese culture plays across Sydney, NSW and Australia.

Sydney Airport will cater to Chinese travellers during the Lunar New Year period with an increased number of dedicated Mandarin speaking Airport Ambassadors to welcome and assist passengers, simplified Chinese wayfinding signage and a simplified Chinese mobile website. “During the Lunar New Year, a number of brands within HEINEMANN Tax & Duty Free will feature limited edition product ranges which celebrate the occasion,” Sydney Airport General Manager, Retail Glyn Williams said.

“The retail offers are complemented by a collective of new Asian food and beverage options as part of our wider improvements program to offer passengers greater value and choice.”

Sydney Airport will partner with the City of Sydney for the fourth year running to support Sydney’s Chinese New Year Festival, the largest such event outside of mainland China.

Lunar New Year celebrations at Sydney Airport’s T1 terminal include:

Lunar New Year festive decorations will be on display from Wednesday, 27 January to Saturday, 27 February; Traditional lion dancing at T1 Arrivals on Monday, 8 February; Sydney Symphony Orchestra performance at T1 Forecourt from Thursday, 11 February; and HEINEMANN Tax & Duty Free vouchers can be redeemed from Tuesday, 2 February to Saturday, 27 February. Passengers can download the Lucky Monkey WeChat game by clicking the link via their WeChat profile or downloading the game from the Apple app store or Google Play.