SEA Milan Airports has launched its new WeChat official account, with a dedicated offer for Chinese tourists arriving in the Italian city.
Every year, more than half a million Chinese tourists land at Milan airports. Milan represents 39% of the total expenses made by Chinese consumers in the country, followed by Rome (17%), Florence (9%) and Venice (6%).
For this reason, SEA Group – the operator of Milan Linate and Malpensa airports – launched its official account on WeChat in partnership with Digital Retex (European WeChat official partner).
WeChat is an ideal media with which to engage with Chinese consumers, with one billion monthly active users and a market penetration of 93% in the largest cities in China. WeChat is a social media platform and also a multi-service platform for internet browsing, purchasing goods and paying online.
With the support of Digital Retex, SEA Group achieves a strategic goal, providing both contents and services to the Chinese community via their preferred channel.
Fausto Caprini, CEO of Retex, commented, “The number of Chinese tourists visiting Milan represents a very important factor. SEA’s decision to open an official WeChat account mirrors the cultural sensitivity and the international approach of the group toward a clientele attracted by our country.
“It is therefore necessary to use their most-familiar media, in order to guide them in the discovery of Milan and its excellences.”