Event Background
On the evening of April 28, 2021, Hunan TV's "Together Yearning" Spring-Summer New Season Conference was held along the Qinxi River in Taoyuan County, Changde, Hunan—the very setting of Tao Yuanming's "Peach Blossom Spring." With over 1 billion annual viewers and a monthly audience of 535 million, Hunan TV reached nearly 60% of CSM national network viewers in Q1, touching over 750 million people. Towin PR was responsible for the full event planning and execution, leveraging the local live performance "The Tale of the Peach Blossom Spring" to create an immersive investment conference for all guests.
Core Highlights
Guests traveled by boat, experiencing the poetic beauty of "The Tale of the Peach Blossom Spring." Over a dozen performance points were strung together along the river theater, recreating dreamlike scenes. During the journey, Hunan TV unveiled new flagship programs, innovative show concepts, and integrated marketing strategies. The hosting lineup included He Jiong, Li Weijia, Du Haitao, Shen Mengchen, Liu Ye, and Liang Tian.
Boats sailed 1 kilometer along the water to watch a drone show displaying the theme "Peach Blossom Spring," a fusion of modern technology and traditional culture.
"In the Taiyuan era of Jin, a man of Wuling made a living as a fisherman." This opening line set the scene, showcasing the daily work of local fishermen with a strong sense of ceremony.
"Suddenly he came upon a peach grove, extending for hundreds of paces along both banks, with no other trees interspersed." As boats sailed upstream, they reached the second performance point. An old fisherman, a cowherd plowing, a farmer wading, and women washing clothes sang antiphonal songs across the stream.
A host sang from a distant boat, meeting the guests' vessels. The host's narration introduced a "Drama Series VCR," which played, and then the host sang away.
Passing boats encountered a private tutor on the bank, outwitting mischievous children playing in the water. Across the stream, children sang in unison, showcasing Changde's local specialty—sixian (a form of folk music).
Boats reached a small peach blossom island in the middle of the water. As the river turned, peach blossom maidens appeared among the trees, singing of longing for love.
After bidding farewell to the peach blossom maidens, guests drifted to a village. By day, the village gates were closed; at nightfall, they swung open, brightly lit. "When the fisherman saw them, they were greatly astonished." Every household buzzed with chatter, depicting traditional Changde life scenes.
This was one of the key performance segments. A wedding procession of over a hundred people stretched 80 meters along the bank. Bamboo rafts formed a bridge connecting the bride and groom. All boats on the river paused to witness the happy moment. A joyous feast was set on the stream, offering guests lei tea and wedding candies.
After the wedding, all boats gathered and stopped in front of a wooden house. The host appeared, introduced the presenter, and delivered an innovative program proposal. Following the presentation, a live connection with "Back to Field" led to the next scene.
This was another key performance segment. "The land was level and open, with houses neatly arranged. There were fine fields, beautiful ponds, mulberry and bamboo groves. Paths crisscrossed, and the sounds of chickens and dogs were heard." It condensed a pastoral farming life, creating an idyllic scene that everyone yearns for. Not only a lively autumn harvest, but also joyful scenes of "the old and young all content and happy."
After the "Spring Plowing, Autumn Harvest" performance, someone shouted, "Someone is looking for the Peach Blossom Spring!" A host responded, introduced the returning variety shows, and VCRs played simultaneously on screens on each boat.
An old man, an old woman, a young girl, a youth, and a child walked along the riverbank, slowly reciting "The Tale of the Peach Blossom Spring." More villagers joined, their voices etching the classic.
This was a key performance segment. "Fragrant grass, beautiful fallen petals." The peach blossom maiden reappeared on the hilltop, bidding farewell to all guests on the boats. Boats passed through a shower of peach blossom petals, and the performance ended. Leaders came on stage for closing remarks. All leaders and hosts emerged from the peach grove, waving in thanks. The hosts transitioned through three stages from the starting point.
After the entire performance, boats docked at Qinxi Pier, where fireworks were set off on the shore.
Towin also participated fully in online planning and promotion. Our design team created customized posters for different sponsors.
Exclusive posters were made for special guests.
Creative online promotional posters designed by Towin's design team.
We collaborated with well-known online writers to promote the event in advance, receiving positive feedback.
Related Services
Towin PR provided comprehensive services for this event, including event planning, brand launch, commercial event execution, and PR activities, covering on-site coordination, visual design, online promotion planning and execution, sponsor-specific poster design, guest poster production, creative poster design, and collaboration with online writers for pre-event promotion.
Industry Insights
This Hunan TV Spring-Summer New Season Conference deeply integrated traditional culture with modern technology, using a live performance to create an immersive investment experience, offering innovative ideas for brand launches and commercial event execution. By connecting multiple performance points through a river theater, combined with drone shows and local cultural displays, it effectively linked brand information with audience emotions. This immersive, story-driven event format is becoming a new trend for large-scale investment conferences.
Summary
The 2021 Hunan TV Spring-Summer New Season Conference was held along the Qinxi River in Taoyuan, Changde. Towin PR was responsible for the full event planning and execution, using the live performance "The Tale of the Peach Blossom Spring" to create an immersive investment conference. The event featured drone shows, multiple live performance segments, program launches, and online promotion, showcasing Towin's expertise in event planning, brand launches, commercial event execution, and PR activities.