2020 Chinese New Year · Drink Xijiu | Tuoyuan Xinsi Media Baijiu IP Communication Case Sharing

As the saying goes, 'The year begins with spring,' and during the most significant festival for the Chinese nation, the essence of celebration lies in the 'festive flavor.' Tuoyuan Xinsi, upholding the traditional Chinese liquor craftsmanship and adhering to the solid-state fermentation process, assisted Guizhou Xijiu in partnering with high-speed rail stations in Zhengzhou, Shanghai, Guiyang, Guangzhou, Changsha, Beijing, Wuhan, Hangzhou, and other cities during the Spring Festival. Not only did they accompany countless travelers on their journey home, but they also brought the most delightful New Year flavor with every cup of fine liquor on the New Year's Eve dinner table.

The Xijiu high-speed rail station stores and flagship stores were decorated to create an offline Xijiu 'mini temple fair.'

Tuoyuan designed exclusive key visuals for this campaign, perfectly blending the festive spirit with Xijiu's brand essence.

In addition to the key visuals, we created exclusive posters and copy for different product lines, giving the public distinct memory points.

To warm up for this campaign, Tuoyuan assisted Xijiu in filming the promotional video 'Departure,' which was released on Xijiu's official video account, attracting many travelers heading home.

In cooperation with 12306, custom SMS messages were sent to passengers on specific train services, delivering Xijiu's personalized greetings.

With the nationwide 'four vertical and four horizontal' high-speed rail network, the campaign strategically covered the Guizhou market and radiated to surrounding areas. Festive decorations were set up at stations and on trains, allowing travelers to feel the New Year atmosphere in advance.

A review video was produced, compiling the campaign's highlights into behind-the-scenes footage and published on Xijiu's official video account, further boosting the campaign's popularity.

The meticulously decorated high-speed rail stations and trains were filled with festive spirit, attracting many travelers to stop and admire.

Flash mobs were held at high-speed rail stations, where beautiful 'wine fairies' danced on site, enhancing the New Year atmosphere.

The God of Wealth then appeared on site, bringing abundant blessings to everyone. Travelers gathered around him for photos, hoping for good luck in the New Year.

On the trains, hosts interacted with passengers through interviews, where passengers shared their 'most delightful New Year flavor' and had the chance to win Xijiu prizes.

The prizes carefully prepared by Xijiu for this campaign brought surprises and joy to the trains.

Xijiu consistently upholds the dissemination of excellent traditional Chinese culture, delving into the emotional connections and humanistic love embedded in traditional festivals, and conveying its corporate mission of 'Promoting Junpin Culture, Brewing the Beauty of Life.' Junpin embodies the virtues and quality of a gentleman. 'Junpin Xijiu, Virtue and Self-Improvement' is a continuation and innovation of the spirit of the gentleman, reflecting the core values of Xijiu Company. Through years of dedication, Xijiu has not only excelled in cultural branding but also established the 'Chinese New Year · Drink Xijiu' IP, perfectly interpreting the emotional resonance of Chinese people with the New Year and traditional festivals.