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The brief

Encompassing the cultural traditions of Chinese dragon boat racing, from the initial concept to the final event execution, provide the ‘full-service’ marketing model to develop, grow and prosper the 2023 festival in Media City, Salford Quays.


Brand Creation

Brand Guidelines

Website Design & Content Management

Social Media Management

Graphic Design


Content Creation



Event Dressing

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The client

Since the Xinhua Chinese Association (XCA) introduced the first UK Chinese Dragon Boat Festival in Media City, Salford Quays in 2012, with 11 years of continuous efforts, it has developed into a very popular and well-known community event in Britain.  


With support from Salford City Council and the British Dragon Boat Racing Association (BDA), the 2023 Festival was the highest spectated and largest participated event to date. Featuring across multiple news outlets in the UK and China, all eyes were on the waters of Salford Quays in June. 


Alongside the Dragon Boat Racing, the event held numerous cultural performances such as dragon dancing, kung fu demonstrations, folk dancing, chorus’ and more. A true spectacle, whereby Chinese traditions interlinks with the Western world. 

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