ENTER THE DRAGON BOATS | Adweek ENTER THE DRAGON BOATS | Adweek
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ENTER THE DRAGON BOATS

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This August, Flushing Meadow Lake in New York's Corona Park, Queens, will be filled with dragons--and an agency is behind it.
New York shop Admerasia is serving its second year as a partner and sponsor of the 10th
annual Dragon Boat Festival, which will be held Aug. 12-13 to commemorate a Chinese legend.
According to the story, in ancient China, the poet Qu Yuan was a court ad-viser in the state of Chu. He was banished by the king for supporting reforms and drowned himself. Locals tried unsuccessfully to save him from being eaten by fish and threw dumplings into the water to appease his spirit.
"As an Asian-American advertising agency, we are always excited to promote any aspect of multiculturalism in the United States," said Jeff Lin, evp and chief creative officer. "The Dragon Boat Festival is a great way for all communities to participate in and experience an event steeped rich in Chinese culture and tradition."
The festival's wooden boats sport colorful dragon-shaped figureheads. U.S. and Canadian teams will race in the boats, vy-ing for the top prize, a trip to Hong Kong to compete in the international boat-racing championship.
The event is organized by Hong Kong Dragon Boat Festival in New York.
--Simon Butle