Wei-UK targets Chinese lifestyle market with magazine partnership

PR and marketing agency Wei-UK has partnered with Gold Key Media to increase the reach of its luxury lifestyle magazine into the Chinese market.

The publisher will make just under 3,000 copies of Mint Edition magazine available every three months on a number of inbound flights with airlines popular with Chinese nationals, including Emirates and Etihad.

The magazine, with a current circulation of 25,000, had only been available on a limited number of airlines before the announcement.

Maxwell Higgs, publishing editor of Wei-UK, said: "Our new relationship with Gold Key Media means we now have a truly comprehensive distribution network, making the magazine easily accessible for all inbound tourists, students and professionals at every point in their UK journey."

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