Event Background
On the evening of April 28, the 2021 Hunan TV "Together We Yearn" Spring-Summer New Year Gathering was held by the banks of the Qinxi River in Taoyuan County, Changde, Hunan, which is also the location of Mr. Tao Yuanming's "Record of the Peach Blossom Spring." Hunan TV is watched by over 1 billion people each year, with a monthly audience of 535 million; in the first quarter, its reach on the CSM national network was nearly 60%, with a cumulative audience reach of over 750 million. The full event planning and execution of this gathering was handled by Towin PR Media, using the local live-action performance "Record of the Peach Blossom Spring" to create an immersive investment promotion event for all guests on site.
Core Information
Guests traveled by boat upstream, experiencing the aesthetic atmosphere of "Record of the Peach Blossom Spring." More than ten performance points were linked into a single line by the river theater, recreating dreamlike scenes. During the journey, information was released on new moves for Hunan TV's flagship programs, creative concepts for emerging programs, and integrated marketing approaches. The hosting lineup included He Jiong, Li Weijia, Du Haitao, Shen Mengchen, Liu Ye, and Liang Tian.
Boats traveled 1 kilometer on the water to watch a drone performance, displaying the theme "Record of the Peach Blossom Spring," a combination of modern technology and traditional culture.
"In the Taiyuan era of the Jin dynasty, a man from Wuling made his living as a fisherman." This is the opening line, presenting the work scene of local fishermen with a strong sense of ceremony.
"Suddenly he came upon a peach blossom grove, spanning several hundred paces along both banks, with no other trees mixed in." As the boats traveled upstream, they arrived at the second performance point. A fishing old man, a plowing oxherd, a farmer treading water, and a woman washing clothes sang in antiphonal style on both banks of the stream.
A host sang on a distant boat and met the guests' boats. The host's connecting lines introduced the "Major Drama Slate VCR," which was played; after it ended, the host sang and sailed away.
The traveling boats encountered a private school teacher on the bank engaging in a battle of wits with mischievous children playing in the water. On the opposite bank, children sang in unison, showcasing Changde's local specialty — silk string music.
The boats arrived at a small peach blossom island in the middle of the water. As the river bend turned, the Peach Blossom Maiden appeared among the trees and sang for everyone, expressing yearning for love.
After bidding farewell to the Peach Blossom Maiden, the guests followed the current to a village. During the day, the village doors were tightly closed; after nightfall, the doors opened wide and lights shone brightly. "Seeing the fisherman, they were greatly surprised," and every household was discussing it. This presented scenes of daily life in Changde with traditional characteristics.
This was one of the key performance segments. An eighty-meter-long wedding procession of more than one hundred people moved along the bank; bamboo rafts were linked into a bridge connecting the groom and bride, and all boats on the river stopped to witness the moment of happiness. A joyous banquet was set up on the stream, offering Lei Cha and wedding candies to all guests.
After the wedding ended, all boats gathered and stopped in front of a wooden house. The host appeared, introduced the speaker, and presented an innovative program proposal. After the presentation, a live connection to "Back to Field" was made, leading into the next scene.
This was one of the key performance segments. "The land was flat and broad, the houses were orderly, and there were fine fields, beautiful ponds, mulberry and bamboo. Paths crisscrossed, and roosters and dogs could be heard." It condensed the picture of mountain village farming life and created the pastoral life that everyone yearns for. There were not only lively autumn harvest scenes, but also joyful scenes of "the elderly and children enjoying themselves happily."
After the "spring plowing and autumn harvest" performance ended, one person shouted, "Someone is looking for the Peach Blossom Spring." A host picked up the cue and appeared, introducing the N-generation variety programs, while screens on each boat simultaneously played VCRs.
Old men, old women, young women, young men, and children slowly recited "Record of the Peach Blossom Spring" along the riverbank. More and more villagers joined in, etching the classic with their voices.
This was one of the key performance segments. "Fragrant grass was fresh and beautiful, and fallen blossoms were abundant." The Peach Blossom Maiden appeared again and bade farewell to all the guests' boats from the hilltop. The boats passed through a rain of peach blossoms falling from the sky, and the performance ended. Leaders came out to deliver closing remarks; all leaders and hosts walked out from the peach grove with the performers taking their curtain call, waving in thanks. The hosts changed scenes from the starting point across 3 stages.
After the entire performance ended, the boats sailed to Qinxi Pier and went ashore, and fireworks were set off on the bank.
Towin also participated in the entire online planning and promotion process this time. Our design team customized exclusive copy posters according to different sponsors.
Exclusive posters were produced for specially invited guests.
Online promotional creative posters produced by Towin's design team.
We cooperated with relatively well-known online writers to promote and warm up for this event, and the response was good.
Related Services
Towin PR Media provided comprehensive services for this event, including event planning, brand launch events, commercial event execution, and PR activities, including on-site coordination, visual design, online promotion planning and execution, sponsor-exclusive poster design, guest poster production, creative poster design, and cooperation with online writers for warm-up promotion.
Industry Observation
This Hunan TV Spring-Summer New Year Gathering deeply integrated traditional culture with modern technology, using live-action performances to create an immersive investment promotion experience, providing innovative ideas for brand launch events and commercial event execution. By linking multiple performance points through a river theater and combining drone performances with displays of local specialty culture, it achieved an effective connection between brand information and audience emotions. This immersive, story-based event format is becoming a new trend in large-scale investment promotion events.
Content Summary
The 2021 Hunan TV Spring-Summer New Year Gathering was held by the banks of the Qinxi River in Taoyuan, Changde. Towin PR Media was responsible for the entire event planning and execution, using the live-action performance of "Record of the Peach Blossom Spring" to create an immersive investment promotion event. The event included drone performances, multiple live-action performance segments, program releases, and online promotion, demonstrating Towin's professional capabilities in event planning, brand launch events, commercial event execution, and PR activities.