Waterloo Region Museum
10 Huron Road
Kitchener, ON, Canada, N2P 2R7

Proposal to 2016 Chinese New Year Celebration

Written by
Danny Wang, Marketing Specialist

Submitted to
Wendy Connell, Supervisor of Public Programs

Date submitted
March 24, 2015

TABLE OF CONTENTS
Introduction .........................................................................................................3
Background ..........................................................................................................3
Proposal ................................................................................................................4
Marketing Plan ....................................................................................................7
Conclusion ............................................................................................................7
Reference ..............................................................................................................8

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Introduction
With the ever-increasing growth of Chinese overseas students in Kitchener and Waterloo
Region, it is necessary to hold an event in our museum to welcome newcomers and provide an opportunity for local citizens to experience and understand Chinese culture. The purpose of this report is to propose a Chinese Spring Festival Celebration in our museum for Chinese students and immigrants to celebrate their traditional holiday, and in the meantime, provide the platform for local people to understand an exotic culture. This celebration can also help us to enhance the museum’s reputation in local region.

The Chinese Spring Festival Celebration is highly compatible with the objectives of our museum: showcase the development of Waterloo Region and connect to the world at large
(Waterlooregionmuseum.com/about us, 2015). The whole event will exhibit the culture of the traditional Chinese Spring Festival through calligraphy demonstrations and workshops, GongFu performances, shadow puppet plays, red paper cut crafts, lion dances, and so forth. The event would require communication with the Chinese embassy and other Chinese cultural organizations for resources, and coordination with third parties to set up. In addition, it would require marketing support.

Background
Chinese Spring Festival, which has more than a 2,500 year history, is one of the most important festivals in China and marks the start of the Chinese lunisolar calendar. Each
Chinese Spring Festival stands for one of the 12 animals of the Chinese Zodiac. In China, people celebrate each spring festival through a wide range of activities such as hanging up
“Fu” ((red paper cut crafts), making “Nian Ye Fan” (a big reunion family dinner), and holding arts events and shows.

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In recent years, an increasing amount of Chinese students apply for post-secondary education in Canada. Since there are two prestigious universities in Waterloo, the increasing Chinese student population chooses to study here. The 2016 Spring Festival Celebration in the museum could provide a great opportunity for Chinese students and overseas Chinese to celebrate their great holiday and for local people to understand Chinese culture. It is a good bridge to connect Chinese culture to Canadian culture. Moreover, the years 2015 and 2016 are designated as the China-Canada Cultural Exchange Year (Wang, 2015), therefore, it is an appropriate time to promote culture communication between China and Canada.

Proposal
The 2016 is the year of the Monkey. The celebration will last two days on the weekend of
February 6 (Saturday) and February 7 (Sunday) in 2016. The content of the second day is same as the first day. Visitors of all ages are welcomed to join in the celebration, which will include lively performances, art-making workshops, and interactive games. The whole event will be full of happiness and prosperity. In addition, the cafeteria will be suggested to provide a wide selection of traditional Chinese food such as