Different markets. A consistent sense of who you are.
From content and channels to media relationships and delivery,
helping hotels, lifestyle brands and in-house teams be understood and seen in a new market.
The global brand materials are ready, but translation alone does not make them resonate. Channel choices, media fit and creator selection remain unclear.
Start with the audience and the action you want to encourage. Keep the brand’s core intact while adapting its expression to how people in mainland China read, discover and respond.
BRAND STAGE
Preparing to enter a market and building on an existing presence call for different priorities.
STAGE 01 · BEFORE ENTRY
The global brand materials are in place. The local questions remain: who should hear the story, how should it sound, and where should the first conversation happen?
The starting brief defines the audience, Chinese editorial direction, brand terminology and priority channels, with a practical content plan.
STAGE 02 · ALREADY THERE
The business is established, but its content does not yet convey the experience. Channels tell different stories, and what happens on site rarely reaches the wider audience.
We review the existing content, refine key messages and terminology, and define each channel’s role. A publishing plan connects daily content with the moments taking place on site.
Localise the brand narrative, product messages and visual tone, with shared terminology and review criteria.
Chinese editorial direction / Brand glossary / Core communications materials
HOW WE WORK TOGETHERYour marketing team confirms the key messages and any wording that must remain unchanged. Our editors develop the Chinese copy, which returns to your team for approval.
Define the role of channels such as WeChat and Xiaohongshu, then develop themes, copy, visuals and a publishing schedule.
Channel roles / Monthly editorial plan / Social content package
HOW WE WORK TOGETHERChannel roles and the monthly rhythm are agreed by both sides; copy and visuals follow the brand template, and we publish once you have approved them.
Select media and creators by audience, editorial fit and project theme; agree partnership terms, invitations and deliverables.
Media and creator shortlist / Invitation brief / Deliverables
HOW WE WORK TOGETHERWe agree the shortlist and budget with you, then send invitations and confirm availability. Our team coordinates hosting and content support.
Coordinate paid creative, destination content, live experiences and follow-up communications, then review against agreed measures.
Paid media and content plan / Delivery schedule / Campaign review
HOW WE WORK TOGETHERThe proposal names the teams responsible for paid creative and live production; the budget is allocated by phase, with measures agreed in advance.
Begin with a launch, a new offer or a month of content.
An English translation can still reflect a domestic point of view. Different markets call for different channels, editorial angles and partnership approaches.
Build the communications plan around the destination market. Consider narrative, language, channel roles and partner fit together, with a clear scope and purpose for each investment.
BRAND STAGE
Preparing to enter a market and building on an existing presence call for different priorities.
STAGE 01 · BEFORE ENTRY
English-language material is ready, but the story still assumes a home audience. The next step is to understand local reading habits, media interests and potential partners.
The starting brief sets out the market, editorial direction, appropriate channels and content formats, with potential partnerships for further discussion.
STAGE 02 · ALREADY THERE
Accounts and partnerships are active, but the brand’s voice has become inconsistent. Events and digital content are planned separately, leaving each team to retell the story.
We review and refine the content, check claims against source material, and connect events with ongoing communications. Each phase has agreed deliverables and review criteria.
Clarify the audience, proposition and local context, then rewrite core messages beyond literal translation.
Market communications brief / English or target-language direction / Brand materials
HOW WE WORK TOGETHERYour market lead confirms the target market and priorities. Our editors develop the narrative in the target language, with key messages returned to you for approval.
Plan social channels, editorial series, visual assets and publishing rhythms around the market and brand.
Social content plan / Channel-ready assets / Publishing schedule
HOW WE WORK TOGETHERWe agree the channel mix and publishing schedule with you, then prepare content in the language and formats each channel requires. You approve the material before publication.
Bring together media, creators and brand partners around the project theme, confirming fit, terms and content rights.
Media and creator recommendations / Collaboration briefs / Rights and deliverables
HOW WE WORK TOGETHERWe agree the scope and any restrictions with you before approaching potential partners. Terms are confirmed individually, and the agreed list is recorded in the proposal.
Connect paid campaigns, events or launch moments with follow-up content, phase the budget and review channel and content performance.
Phased budget and media plan / Project delivery / Content and channel review
HOW WE WORK TOGETHERThe proposal names the teams responsible for paid media and live production; the budget is allocated by phase, and we review the work with you at each stage.
Begin with a launch, a new offer or a month of content.
Each stage has a named lead, a schedule and clear deliverables. Editorial direction informs the content; channel planning determines how it reaches people; media, creator partnerships and live experiences extend the story. RUI MEDIA and our equity-linked teams coordinate the core work. Market-specific resources and execution teams are agreed in the proposal.
A new market brings a new context. Whether the subject is a hotel, a crafted object or a dining experience, we begin with the people it should speak to and the response the brand hopes to inspire.
Hotel openings, rooms and dining, destination stories and the pleasures of a longer stay.
Product stories, ongoing social content, and the expression of a brand through its stores and events.
The craft, materials and people behind an object, told with an understanding of its new audience.
Provenance, seasonality and the people behind the menu, brought to life through content and considered collaborations.
These projects show our content, editorial and production capability; they are not evidence of overseas market performance. Media, creator and paid-media resources in a target market are confirmed in the proposal.
Share your target market, current stage, available material and indicative budget. We will suggest a starting point, then develop the scope and proposal with you.