Hogmanay sees massive digital success in China
Chinese New Year in 2016 fell on Monday 8 February - so it was very appropriate that, just a few days earlier, Edinburgh's Hogmanay had celebrated their own New Year success in China.
As part of the festival's efforts to bring Scotland's fantastic end-of-year celebrations to the world, Hogmanay once again ran their highly successful #blogmanay social media campaign, including welcoming a group of influential bloggers from China, keen to find out what all the fuss is about.
The bloggers, Tao Yingying, Xu Yaogui, 'HereInUk', Fan Yibo, Siena Zhang and Xi Xi Zheng (with a combined online audience of over 11 million people) were invited to the Scottish capital to experience the party for themselves, and share stories, images and videos with their followers on Chinese social media phenomenon, Weibo.
Alongside visitors from over 60 countries, the group took part in the amazing Torchlight Procession on 30 December, before experiencing the full on Street Party spirit of New Year's Eve itself, with music, dancing, fireworks and everything else that makes Edinburgh's Hogmanay so special.
And on New Year's Day 2016 the bloggers headed along to South Queensferry to witness the Loony Dook in the chilly River Forth, before returning to the city to take part in the multi-discipline-secret-venue-treasure-hunt fun of Scot:Lands.
All visitors to Hogmanay events were encouraged to use #blogmanay to share their top tips, pictures and videos across Twitter, Facebook and Instagram, while the Chinese visitors used the channels Weibo and Weixin to stream stunning images of the festival city back to China throughout Hogmanay. As a result:
- On 31 December, Hogmanay was trending as the 7th highest travel topic on Chinese social media
- Online content publicised on Weibo using the two hashtags #Hogmanay苏格兰新年夜# ("Scotland New Year's Eve") and #Blogmanay# received over 20 million views
You can view some of the amazing photos and videos created for #blogmanay at https://tagboard.com/blogmanay/203004.