China Publishing Group

The Challenge

Reinvigorate a struggling magazine for China’s largest publisher.

The Solution

Develop a smart but irreverent voice, and target a younger audience.
Relaunch digital presence including renewed social efforts.
Develop new marketing events.

The Results

Quadrupled online revenue in first year.
Tripled print audience.
Events covered in every English-language magazine in Beijing (even competitors), and sold out.
Feature profiles in national China Daily newspaper, City Weekend magazine, on national CCTV, and more.

“What more could you want out of an evening out?” – CCTV News

“Enlightening.” – China Daily