Event Background
On September 12, 2019, the eve of the Mid-Autumn Festival, Guizhou Xijiu hosted the themed event "Mid-Autumn Night · Drink Xijiu, Intoxicating Moon-Viewing Tour" at the Astronomical Town in Pingtang County, Guizhou Province. The venue was Pingtang Tianyuan Xingchen Grand Hotel, with approximately 300 participants including well-known travel bloggers, liquor enthusiasts, distributors, key consumers, and astronomy fans. Towin PR was responsible for the event's planning, visual design, execution coordination, and interactive promotion.
Core Message
The event, themed "Intoxicating Moon-Viewing," blended traditional Mid-Autumn culture with modern technology to create an immersive moon-viewing experience. Participants could enjoy the moon from the 99.99-meter-high Astronomical Time-Space Tower and attend the "Moon-Viewing Party" gala. The gala featured a "Wine Among Flowers" mixology performance, a Miao ethnic dance titled "Mid-Autumn Night · Drink Xijiu," and a romantic proposal segment. Travel influencers and live-streamers were invited to amplify the brand topic "Drink Xijiu on Mid-Autumn Night" through online and offline interactive promotion.
Related Services
Towin PR provided comprehensive event planning and execution services for this event, including: event planning, visual design, execution coordination, and interactive promotion. Specific tasks covered venue layout, stage construction, program choreography, guest invitations, and media outreach. Towin has branch offices and factory bases in Guiyang, enabling localized execution capabilities to undertake event planning, exhibition setup, stage design, conference services, and corporate annual meetings in Guiyang and the Guizhou region.
Industry Insights
This event combined traditional Mid-Autumn culture with modern technology (Astronomical Town, 99.99-meter Time-Space Tower) to create an immersive brand experience, marking an innovative attempt in the baijiu industry's brand marketing. By inviting travel bloggers and live-streamers and leveraging social media promotion, the brand topic was effectively amplified. This "culture + technology + experience" event model provides a reference for brand rejuvenation and scenario-based marketing.
Summary
Towin PR successfully planned and executed Xijiu's "Mid-Autumn Night · Drink Xijiu, Intoxicating Moon-Viewing Tour" event, strengthening the brand association between Xijiu and the Mid-Autumn Festival through immersive moon-viewing experiences, cultural performances, and interactive promotion. The event was held at Pingtang Astronomical Town with 300 participants, including travel bloggers, distributors, and consumers. Towin provided full-process services from planning to execution, demonstrating its event planning and execution capabilities in Guiyang.