This year, agency has put together two Lunar New Year greeting designs for our client – Pechanga. The first one was the Golden Ox Greeting design that represents the property’s well wishes; the second one was the Cultural Outfit Greeting design that represents the Asian Host Team’s well wishes.

This campaign concept uses bold color background paired with sparkles and the Golden Ox icon to enhance this year’s Lunar New Year theme. The Koi fish for the Chinese symbolized great fortune; the money bag for Korean represents wealth; and the crane for Vietnamese signifies luck and longevity. While only the Chinese, Korean and Vietnamese celebrate the Lunar New Year, this campaign focuses on the Chinese, Korean and Vietnamese host teams sending their Lunar New Year well wishes to their respective ethnic markets.

Agency has also produced similar Cultural Outfit Host Greeting ads for the Thai and Filipino markets celebrating the Thai New Year in April and Philippine Independence Day in June.