Integrated Marketing PR Campaign | 2020 Mid-Autumn Festival Xijiu Moon

In 2020, the "Mid-Autumn Night · Drink Xijiu" campaign continued its tradition, using "blessing" as the key theme. Partnering with People's Daily New Media, NetEase News, Toutiao, and other major media, it launched a grand national blessing event. From the angles of emotional resonance and dual-festival blessings, we sought to find connection points that could involve the public more deeply, continuously injecting new cultural connotations into "Mid-Autumn Night · Drink Xijiu" and further enhancing the brand's image and influence. In 2018, Guizhou Xijiu first launched the "Mid-Autumn Night · Drink Xijiu" series of themed activities, leveraging omni-channel linkage to gradually strengthen the association between Mid-Autumn culture and Xijiu culture. In 2020, coinciding with the double festival celebration, and after the nation had endured hardships such as COVID-19, floods, and typhoons, people across the country urgently needed an outlet to express reunion joy and pray for peace. Tuoyuan Xinsi Media assisted Xijiu Company in creating the "2020 Mid-Autumn Night · Drink Xijiu · Drunk Beauty Moon Appreciation Tour" event, holding a toast to the mountains and rivers under the national treasure, China's FAST telescope, praying together for national peace and prosperity. Media pre-publicity reports Partnering with People's Daily as the main co-organizing media, combined with Toutiao, NetEase, Douyin, and KOLs on Weibo and WeChat, we conducted extensive social media dissemination. Broadcasting live from the significant location of FAST added greater communication value.

To warm up for the event, we created a "Prosperous Nation Blessing" H5, which attracted 1.7 million participants to click and send blessings, and invited some lucky users to join our offline event. To meet communication needs, we designed different posters for promotion at various times. In the dissemination process of "Mid-Autumn Night · Drink Xijiu", to maximize the communication effect, in addition to the main KV related to Xijiu, we also designed multiple sets of posters and illustrations, triggering emotional resonance from the visual level across the nation, attracting attention, and strengthening the brand's high-quality image among netizens. We drew 9 tribute illustrations of ordinary heroes from different industries and embedded Xijiu product information to release Xijiu's Junpin culture. In response to the official Douyin live broadcast needs, we designed a poster for the Junpin · Elegant Banquet preview. Countdown posters for the event, also used for social media Moments promotion to warm up the offline event. To achieve better preheating, we produced short promotional videos for the offline event and created a special event page with a timeline to preview the exciting content of the program.

Ultimately, the event achieved 233 million online exposures, with a total of 1.7 million participants, live broadcast viewers reaching 1.01 million, and 23.62 million in PR communication volume. The stage was designed with scenes of mountains and rivers, creating a beautiful setting for guests to experience the gentleman's character, sharing the moon with rivers and getting drunk with mountains. The hotel entrance featured themed light boxes for ambiance, with wine bottles and the moon as the main elements, and blessing poems arranged around in glowing characters to enhance the atmosphere. The stage used arch bridges, mountains, and water elements as decoration, corresponding to the theme "Rivers share the moon, mountains share the intoxication." A wall featuring the abbreviated characters of China's 32 provincial-level administrative regions was created, forming a "Huaxia Jiuzhou" character wall to enhance the sense of participation for all viewers. We prepared traditional Han ethnic craft round fans as gifts for guests and arranged for an artist to paint on-site, allowing guests to take home the fans painted live. We invited a young "Yue Lao" (the Chinese god of marriage) to tie red strings for lovers. We carefully designed a "Winding Water Floating Cup" table and arranged for a bartender to mix drinks primarily based on Xijiu products. An introduction to the nine rituals of Xijiu tasting gave guests a deeper experience in tasting baijiu and Xijiu. Guests could also participate in pitch-pot and drinking games to win exquisite gifts.

We set up six lanterns with Xijiu-related lantern riddles, allowing guests to learn about Xijiu's brewing process while interacting. The cool and stylish entrance design cleverly incorporated the Xijiu bottle shape. At the photo area, lanterns were combined with Xijiu to highlight the Mid-Autumn atmosphere and the theme "Mid-Autumn Night · Drink Xijiu." For this "Mid-Autumn Night · Drink Xijiu" event, we arranged a series of wonderful programs, including: On-site, we invited Wang Qiming, chief designer of China's FAST telescope, to taste wine and admire the moon, raising a toast together to the mountains and rivers. Each dining table was equipped with a "Drunk Beauty" fortune stick container; guests who drew a stick with "Xijiu Cellar 1988" written on it, the "Drunk Beauty Best Fortune" stick, could go on stage to receive a prize. Miao sisters came to the stage and danced passionately, inviting guests from the audience to participate in Miao-style toasting rituals. Celebrity artists Meng Ran and Yan Zehuan performed songs including "Great Times," "Let Dreams Grow," and "Youth." The host asked the audience questions related to Xijiu, and those who answered correctly could go on stage to receive prizes. Online and offline audiences simultaneously entered the H5 interaction, praying together online, and together lit and released a giant blessing lantern in the center of the stage screen.

We prepared birthday surprises for guests whose birthdays fell on the event date, presenting birthday cakes and flower blessings to make guests feel Xijiu's warmth and thoughtfulness. The on-site DJ and MC drove all guests to celebrate together. Tuoyuan Xinsi Media is a professional company engaged in public relations event planning, committed to comprehensively solving clients' PR event needs! With our strong planning and execution capabilities, we provide comprehensive one-stop conference and exhibition services for clients' global exhibition and event needs, covering more than ten countries and regions including Asia, South America, and Europe. As a professional agency with 12 years of experience in top brand event planning, the entire team of Tuoyuan PR Media is full of passion and confidence to provide you with professional PR consulting services and present more exciting PR events!