Background
Chinese New Year is a time-honored tradition of family reunions, carrying generations of blessings for togetherness. The festive season brings a table full of delicious dishes, three generations sitting around joyfully, a pot of warm fine wine, and a plate of authentic hometown snacks—ushering in a lively Chinese New Year.
Core Message
Xijiu's iconic Chinese red swept across major high-speed trains in cities including Zhengzhou, Jinan, Shanghai, Guangzhou, Beijing, and Guiyang, covering the national "four vertical and four horizontal" main railway lines. Centered around its home base in Guizhou and radiating to surrounding areas, Xijiu's Chinese red accompanied travelers on their journey home for the Spring Festival. 2020, the Year of the Rat, brought the most beautiful New Year flavor.
Related Services
Towin PR provided event planning, visual design, execution coordination, and interactive communication for this campaign in Guangzhou, ensuring smooth implementation on multiple high-speed rail routes including Zhengzhou-Jinan, Shanghai-Guiyang, Guiyang-Beijing, and Guangzhou-Guiyang, creating a strong Spring Festival atmosphere.
Industry Insight
Brands leveraging high-speed train scenarios for New Year-themed communication can precisely target the Spring Festival travel rush crowd, deeply bonding products with festive emotions. Such event planning requires a balance of visual impact and interactive experience, allowing passengers to naturally feel the brand's warmth during their journey.
Summary
On January 9, 2020, Xijiu partnered with Towin PR to create "Most Beautiful New Year Flavor" themed trains on four high-speed rail routes: Zhengzhou-Jinan, Shanghai-Guiyang, Guiyang-Beijing, and Guangzhou-Guiyang. Towin was responsible for event planning, visual design, execution coordination, and interactive communication, using interior and exterior decorations and interactive elements to accompany passengers home with the brand concept "Chinese New Year, Drink Xijiu."