4 Lunar New Year campaign examples you need to see

Prepare for the dragon – the Year of the Dragon, to be exact! It’s time to get your guests ready for the celebration. Luckily, there are plenty of ways to do this with email campaigns.

But how do you stand out from the crowd? What kind of eye-catching subject line should you use? And what promotions should you include in your emails?

If you need some inspiration, we’re here to help. Take a look at these 4 real-life Lunar New Year email marketing examples from our customers to kick off your campaign planning.

Lunar New Year email marketing examples from Revinate’s APAC customers

1. InterContinental Singapore (Singapore)

Example 1

• Subject line: [5 Days only] Enjoy 25% super early bird savings Lunar New Year takeaways
• Segment:
  • Guests with reservations OR
  • Guests from the lobby lounge OR
  • Guests of the restaurant

Why do we love this campaign?

The saying goes, “The early bird gets the worm!” This is exactly what InterContinental Singapore promises in their Lunar New Year promotion. Customers who make reservations within five days will receive a 25% discount on their Lunar New Year treats.

For those looking to enjoy a celebration at home with their loved ones while indulging in top-notch cuisine, this offer is perfect. The delectable image of the dish is sure to ignite the audience’s imagination and entice them with the possibilities of a holiday feast.

The campaign was strategically aimed at individuals who would appreciate the property’s food, considering their past activities, such as dining at the restaurant or booking a room.

Example 2

• Subject line: Wishing You a Blissful Lunar Niu Year
• Segment: Have made reservations

Why do we love this campaign?

Who doesn’t love a gif? InterContinental in Singapore showed just how effective a bit of animation can be when they sent a simple, yet engaging Lunar New Year greeting to guests who had made reservations.

This is an example that you can easily follow. And if you leverage a solution like Revinate Marketing, you can browse unlimited interactive images or add your own to make sure the media elements are on-brand and eye-catching.

2. The Windsor (Australia)

• Subject line: The Lunar New Year lions return, Summer EXP’s last month and a preview of Valentine’s Day
• Preview text: A weekend of Celebration at the Windsor
• Segment: Leisure guests who don’t have blank email addresses and haven’t unsubscribed

Why do we love this campaign?

Here’s a great idea to stand out from the crowd: Combine your Lunar New Year email campaign with another offer. For example, Valentine’s Day is not long after Lunar New Year. If your guests can’t celebrate Lunar New Year with you, perhaps they can join you for Valentine’s day as well.

The Windsor in Melbourne took this approach to not only inform their audience of the special arrangements that they had on-site for Lunar New Year, but also gave them a reminder that they could extend the celebration by booking a stay for Valentine’s Day. And this campaign was cleverly targeted toward leisure guests.

This year, you have even more time to extend this type of offer as Lunar New Year isn’t until January 22nd.

3. Hotel G Singapore (Singapore)

• Subject line: FLASH SALE: $88 NETT PER NIGHT
• Preview text: You do not want to miss out
• Segment: 
  • Email #1, Marketing partners
  • Email #2, January Active Newsletters, double opt-in, guest location in Singapore, email domains aren’t from OTAs

Why do we love this campaign? 

We’ve always emphasized the importance of segmentation, and Hotel G Singapore did an amazing job of using this tactic with their Lunar New Year campaign. They sent the campaign twice, both to highly segmented groups.

By using hyper-segmentation, Hotel G Singapore ensured their offers were sent to the right audience at the right time, which directly contributed to the campaign’s success.

Remember, segmentation can improve the overall campaign performance by up to 533%. It’s a good idea to keep this in mind for your future email campaigns.

4. Goodwood Park Hotel (Singapore)

• Subject line: Gong Xi Fa Cai!
• Segment: Guests who’ve completed double opt-in who are newsletters subscribers and/or are on the marketing communications direct email list

Why do we love this campaign?

Here’s another short and sweet example, this time by Goodwood Park Hotel. This campaign was crafted to reach a lot of people, not only those who made reservations, which is what InterContinental Singapore went for.

Sending your database list a virtual card is the easiest way to reach out to them during key dates such as Lunar New Year. You can also send a follow-up message with offers to those who open the first email, using that as a filter in your segmentation.

Start crafting your own Lunar New Year email campaigns

We hope these Lunar New Year email campaigns are helpful for you as you start crafting your own messages. Just remember to segment your database — and don’t shy away from combining multiple offers.

If you’d like to see more campaign examples, including some more generic ones from our global customers, view our inspirations page. Want to learn more about how you can use email marketing to boost your direct bookings? Explore our marketing solutions.