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WeChat Newsletter Design

WeChat Communication for Chinese Travelers

Content Marketing Fraport AG, 2020


2.3 million Chinese visit Germany each year. For 70 percent of them, Frankfurt Airport is their first point of contact with German soil – an opportunity for the retailers based there to win over this well-funded target group. The airport operator Fraport AG has identified this opportunity and is therefore addressing Chinese travelers directly via the WeChat app. OSK is supporting Fraport AG with content design as well as the strategic development of the channel.

Ordering food, hailing cabs, paying electricity bills, booking doctors’ appointments – WeChat is more than just a messaging service. In China, the app has become the primary digital infrastructure – in part due to the absence of alternatives, but also because of its wide-ranging functionalities. More than 1.15 billion users per month ensure that WeChat remains an indispensable channel for companies on the Chinese market wishing to reach their customers and prospects.

Framed by storytelling

Fraport AG has a clear objective in its communication via this all-encompassing app: to offer Chinese tourists the best possible shopping and service experiences. Links embedded in the WeChat content direct users to product pages in Frankfurt Airport’s online shop, where travelers can reserve goods before their trip and pick them up on site – the perfect symbiosis of storytelling and social sales. The team of advisers uses a mix of copy, images and videos. OSK is also assisting Frankfurt Airport in the creation of offline promotional materials that use QR codes to direct consumers to WeChat.

The team knows the language and the culture

Oliver Schrott Kommunikation won the content-marketing account in a Europe-wide tender. The team of consultants and native speakers in Cologne and Beijing benefit not only from many years of content experience, but also from expertise in the Chinese language and culture.

To be able to address the target group in exactly the right way, it is essential to know their cultural background. One example is the Moon Festival, which is not well known in Germany. In China, however, it is an important cultural event and thus offers an opportunity to create content.

Images: OSK/Fraport AG