Project Background
In 2020, Guizhou Xijiu continued the “Mid-Autumn Night · Drink Xijiu” themed campaign series with “blessing” as the key idea. Together with People’s Daily New Media, NetEase News, Toutiao and other media platforms, the brand launched a public blessing campaign. Starting from emotional resonance and dual-festival greetings, the campaign looked for a point of connection with the public and added new cultural meaning to “Mid-Autumn Night · Drink Xijiu.”
Media Warm-Up and Communication
People’s Daily served as the main co-host media, with Toutiao, NetEase, Douyin, Weibo and WeChat KOLs supporting broad social communication. A livestream was staged at the FAST site, adding stronger communication value through a place with special cultural and scientific meaning. The campaign also created a blessing-themed H5, attracting 1.7 million participations and inviting selected lucky users to join the offline event.
Multiple poster and illustration sets were designed, including the main KV, countdown posters, Junpin · Yayan preview posters, and nine tribute illustrations for ordinary heroes. Xijiu product information was embedded into the visuals to reinforce the brand image.
Offline event teaser videos and a dedicated event page were produced, using a timeline to preview program highlights. The campaign ultimately achieved 233 million total online exposures, 1.7 million participations, 1.01 million livestream viewers and 23.62 million PR communication impressions.
On-Site Presentation
The stage was designed as a landscape of mountains, rivers and flowing water, built around the theme “Sharing the Moon with Rivers, Getting Drunk with Mountains.” The hotel entrance used themed light boxes and illuminated characters to build atmosphere. Arched bridges, mountains and water elements were used on stage, while a “Huaxia Jiuzhou” character wall displayed the abbreviations of China’s 32 provincial-level administrative regions.
Guests received traditional Han-style round fans, with an artist painting them on site. A young “Yuelao” character tied red strings for couples. A “Qushui Liushang” table was designed, where bartenders prepared drinks based on Xijiu products. The tasting area introduced the nine rituals of Xijiu appreciation, and guests could take part in pitch-pot and drinking-order games. Six lanterns carried Xijiu-themed riddles. The entrance design integrated Xijiu bottle forms, while the photo area combined lanterns and Xijiu to emphasize the Mid-Autumn atmosphere.
The program included a wine tasting and moon appreciation moment with Wang Qiming, chief designer of China’s FAST; Miao sisters performing a traditional toast ritual; celebrity singers Meng Ran and Yan Zehuan; host-led interactive Q&A; online and offline audiences sending blessings together through H5 to light a giant blessing lantern; birthday surprises for guests born on the event date; and a DJ and MC leading the final celebration.
Project Materials
People’s Daily served as the main co-host media, supported by Toutiao, NetEase, Douyin and KOLs on Weibo and WeChat for extensive social communication. The livestream at FAST, a site with special meaning, gave the campaign stronger communication value. To warm up the event, we created the blessing H5, attracting 1.7 million participations and inviting some lucky users to join the offline event. In addition, different posters were designed at different stages according to communication needs.
During the “Mid-Autumn Night · Drink Xijiu” communication process, we designed several sets of posters and illustrations beyond the main Xijiu KV. The visuals aimed to trigger emotional resonance nationwide, draw attention and strengthen the brand’s premium image among online audiences. We also created nine tribute illustrations for ordinary heroes from different industries, embedding Xijiu product information and communicating Xijiu’s Junpin culture.
For the official Douyin livestream, we designed the Junpin · Yayan preview poster.
The countdown posters were also used for WeChat Moments promotion to warm up the offline event.
To create a stronger warm-up effect, we produced teaser videos for the offline event and built a dedicated event page, using a timeline to preview program highlights. In the end, the campaign achieved 233 million total online exposures, 1.7 million participations, 1.01 million livestream viewers and 23.62 million PR communication impressions.
The stage created a scene of mountains, rivers and flowing water, building a beautiful setting where noble character, rivers, the moon and mountains came together.
The hotel entrance used themed light boxes to build atmosphere, with wine bottles and the moon as the main elements. Illuminated characters carrying blessing poems were placed around the entrance to strengthen the mood.
The stage used arched bridges, mountains and water elements to echo the theme “Sharing the Moon with Rivers, Getting Drunk with Mountains.”
A “Huaxia Jiuzhou” character wall was created with abbreviations of China’s 32 provincial-level administrative regions, enhancing the sense of participation for all guests.
We prepared traditional Han-style round fans as gifts for guests, and arranged an artist to paint on site so guests could take the customized fans home.
We invited a young version of “Yuelao” to tie red strings for couples.
We carefully designed a “Qushui Liushang” table and arranged a bartender to prepare drinks based on Xijiu products for guests.
The introduction to the nine rituals of Xijiu tasting gave guests a deeper experience of baijiu and Xijiu appreciation. Guests could also join pitch-pot and drinking-order interactions to win delicate gifts.
We arranged six lanterns with Xijiu-related riddles, allowing guests to learn about Xijiu’s brewing craft while interacting.
The entrance design was full of a cool visual style and cleverly integrated Xijiu bottle forms.
The photo area combined lanterns and Xijiu to bring out the Mid-Autumn atmosphere and highlight the theme “Mid-Autumn Night · Drink Xijiu.”
For this “Mid-Autumn Night · Drink Xijiu” event, we arranged a series of highlights, including:
Wang Qiming, chief designer of China’s FAST, was invited to taste wine and appreciate the moon on site, raising a toast together to the mountains and rivers.
Each dining table had a Zuimei fortune stick container. Guests who drew the “best fortune” stick marked “Xijiu Jiaocang 1988” could go on stage to receive a prize.
Miao sisters danced enthusiastically among the audience and invited guests to take part in a traditional Miao toast ritual.
Celebrity singers Meng Ran and Yan Zehuan performed songs including “Great Times,” “Let Dreams Grow” and “Youth.”
The host asked Xijiu-related questions to the audience, and guests who answered correctly could go on stage to receive prizes.
Online and offline audiences entered the H5 interaction at the same time, sending blessings together online and lighting then releasing the giant blessing lantern at the center of the stage screen.
We prepared birthday surprises for guests whose birthdays fell on the event date, presenting cakes and flowers so they could feel Xijiu’s warmth and care.
The DJ and MC led all guests in a lively celebration.
Event Site
