Background
The Spring Festival is the most important reunion holiday for Chinese people, carrying the best wishes of generations. Xijiu, a well-known Chinese baijiu brand, aimed to leverage the massive passenger flow during the Spring Festival travel season to deeply associate the brand with the emotional scene of "going home for the New Year," conveying the brand concept of "Chinese New Year, Drink Xijiu."
Core Message
Towin PR planned and executed the "Chinese New Year, Drink Xijiu 2020 Most Beautiful New Year Flavor" high-speed train campaign for Xijiu. The campaign covered multiple cities including Zhengzhou, Jinan, Shanghai, Guangzhou, Beijing, and Guiyang, densely deploying on the national "four vertical and four horizontal" high-speed rail trunk lines, radiating from the home base Guizhou market. The trains were decorated in Xijiu's signature Chinese red, creating a strong Spring Festival atmosphere, allowing passengers to feel Xijiu's warm companionship on their way home.
Xijiu Chinese red swept across major high-speed trains nationwide, covering cities such as Zhengzhou, Jinan, Shanghai, Guangzhou, Beijing, and Guiyang. The national "four vertical and four horizontal" high-speed rail trunk lines were densely deployed, radiating from the home base Guizhou market. On the Spring Festival journey home, Xijiu Chinese red accompanied passengers all the way. 2020, the Year of the Rat, the most beautiful New Year flavor.
Related Services
In this campaign, Towin PR provided event planning and execution services, including brand visual design inside and outside the high-speed trains, material production and installation, and on-site execution management. As a leading event planning company in China, Towin has extensive experience in brand launches, annual meetings, forums, commercial event execution, and public relations events, offering clients one-stop services from creative planning to implementation.
Industry Insight
High-speed rail media, with its wide coverage, precise targeting, and immersive scenarios, has become an important platform for brand Spring Festival marketing. By deeply integrating brand elements with the Spring Festival travel scene, it effectively enhances brand exposure and emotional resonance. In the future, event planning companies need to focus more on scenario-based marketing and experiential communication to help brands achieve efficient engagement during specific moments.
Summary
The "Chinese New Year, Drink Xijiu 2020 Most Beautiful New Year Flavor" high-speed train campaign planned and executed by Towin PR successfully combined the brand with the Spring Festival homecoming scene, covering major high-speed rail trunk lines across multiple cities and creating a strong festive atmosphere. The campaign demonstrated Towin's professional capabilities in event planning and execution, achieving dual goals of brand communication and emotional connection for the client.