Italian airport operator launches official WeChat channel

SEA Prime, the Italian airport operator, has announced its launch of an official WeChat account motivated by the wealth of Chinese tourism to the country.

The operator noted: “Every year, more than half a million Chinese tourists land at Milan airports and shop across the quadrilatero luxury district for the latest and trendiest products.

For this reason, SEA Group, the operator of Milan Linate and Malpensa airports, launched its official account on WeChat, the most popular platform among Chinese consumers, in partnership with Digital Retex, European WeChat Official Partner.

WeChat is the ideal media 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 not only a social media, but also a multi-service platform to surf on the internet, purchase goods and pay 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.

A screenshot of the account can be seen below.

Fausto Caprini, CEO of Retex says: “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 towards 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”.

Arrigo Santini, Head of E-Channel Management at SEA, comments: “The opening of the Wechat official account is a further step in our strategy to welcome Chinese visitors. We want to offer them the possibility to easily plan their trip to Milan and a pleasant stay in our airports. WeChat is the best channel to accomplish this task”.