Mid-Autumn Moon Appreciation Event with Xijiu in Guiyang

[Event Planning & Execution - Guiyang] Riding the Wind, Chasing Dreams

Date: September 12, 2019

Venue: Pingtang Tianyuan Xingchen Grand Hotel

Services: Event concept planning, visual design, execution coordination, interactive communication

On September 12, the eve of the Mid-Autumn Festival, the event "Mid-Autumn Festival, Drink Xijiu, Drunk Moon Appreciation" was held at the Astronomy Town in Pingtang County, Guizhou Province. This immersive party made Xijiu and the Mid-Autumn Festival the focus of attention, and also created more resonance between Xijiu and young people in modern cities.

"Looking up at the bright moon, bowing head thinking of hometown." Every Mid-Autumn Festival, wanderers across the country rush home to reunite with family. Birds flying far away yearn to return to their nests. Only by packing their bags and boarding the train home, until they see the smiles of their loved ones, can they find relief. But this year's Mid-Autumn, thanks to the invitation from Guizhou Xijiu, I experienced a different kind of reunion festival."

Full of poetry and romance, unlike previous Xijiu events, this beautiful moon appreciation trip was not only full of atmosphere, but the spectacular "Moonlight Feast" also attracted many travel influencers and live-streaming hosts. By perfectly integrating the Mid-Autumn Festival, technology, and its own brand, Xijiu once again sparked widespread attention on the internet.

Appreciating wine and the moon, when this ancient tradition meets modern technology, the brand topic "Drink Xijiu on Mid-Autumn Night" emerged. If Xijiu's impressive performance today is directly linked to its products, then the continuous emergence of brand IPs has truly made the Xijiu brand deeply rooted in people's hearts.

Both in content and form, "Mid-Autumn Night, Drink Xijiu" is a brand-new brand activity. Once it enters mature operation, Xijiu's brand power will be further enhanced. Facing Xijiu's continuously rising brand-building efforts, some industry viewpoints believe that as the 10-billion-yuan mark approaches, brand power is increasingly becoming the "anchor" of Xijiu's strategy.

This was a scene at the closing party of Xijiu's Mid-Autumn themed event "Most Beautiful Moon Appreciation Trip." It is understood that starting from September 11, Xijiu invited well-known travel bloggers, liquor enthusiasts, distributors, core consumers, and astronomy enthusiasts to participate in a three-day, two-night moon appreciation activity at the Astronomy Town. At the "Drunk Moon Appreciation" event site, people from all over the country could enjoy the moon from the 99.99-meter-high Astronomy Time-Space Tower.

The "Moon Appreciation Party" served as the finale, allowing everyone to enjoy a unique Mid-Autumn gala. To fit the traditional festival theme, the gala incorporated many traditional cultural elements related to the Mid-Autumn Festival, deeply creating a warm and elegant festive atmosphere. Among them, the "A Pot of Wine Among Flowers" featured a dazzling flair bartending performance that drew cheers from the audience; in the special dance program "Mid-Autumn Night, Drink Xijiu," performers from the Miao ethnic group in Guizhou showcased the infinite charm of ethnic culture with graceful dance steps; especially pushing the gala to its climax was the romantic surprise proposal segment. With affectionate confessions and heartfelt emotions, the audience witnessed this happy moment of "holding your hand, growing old with you."

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