LS travel retail has launched “Discover China” – a worldwide Chinese New Year celebration across 170 airports.
This year, Discover China will be staged in 544 individual LS travel retail stores across Europe, North America and Asia Pacific.
The campaign aims to promote Chinese history, literature, design, and language study as well as children’s books in English and other foreign language books from Shanghai Press & Publishing Development Company and other leading Chinese foreign-language publishers.
The 544 stores worldwide will also be decorated with festive high-profile shop window displays, large posters and light walls, as well as animated content on LCD displays.
A grand opening for Discover China was held in the Virgin store, in Toronto Pearson International Airport last month.
Dag Rasmussen, CEO of Lagardère Services, said: “LS travel retail is committed to promoting culture around the world, and we are proud to be able to partner with SPPD to run Discover China celebrations for the third time.
“We are excited to be able to actively take part in a global promotion of a culture that embodies much history, art and literature and to be able to share it with the millions of customers visiting our extensive network of travel retail stores across North America, Europe, Asia and Pacific.”