Burson-Marsteller China wins Asia Miles account

Agency will handle social media and digital communications for travel rewards company in mainland China

Joe Peng

Asia Miles, the travel and lifestyle rewards programme, has appointed Burson-Marsteller China as its digital PR partner in mainland China.

The travel company offers members the ability to earn miles when they spend on a range of things, such as airfares, hotels, restaurants and retail. These miles can then be put towards rewards offered by Asia Miles.

Burson will lead the account from its Shanghai office, and handle the company’s PR strategy across digital and social media platforms such as Weibo and WeChat.

"We are excited to be Asia Miles’ digital partner in mainland China," said Joe Peng, chief digital strategist at Burson-Marsteller China.

"Through the development of compelling content, engaging campaigns and well-executed platform management, Burson-Marsteller China looks forward to fully demonstrating the market-leading offerings of Asia Miles."

Jenna Yu, Asia Miles’s head of market business development for northern & eastern China, said: "We selected Burson-Marsteller China because we believe in the firm’s strong social and digital capabilities.

"Through its extensive experience and in-depth knowledge of the market, Burson-Marsteller China will be the perfect partner to help enhance our presence in mainland China, starting with Chinese social media and digital platforms."  

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