Event Background
The extraordinary start of 2020 has filled our lives with challenges. Yet the Chinese people have never flinched or given up; instead, we have united with immense strength to overcome all difficulties. It is precisely this resilience and confidence in overcoming trials that makes us especially yearn for the arrival of the 2020 Mid-Autumn Festival. On this remarkable moonlit night, Guizhou Xijiu invites you to light a lantern of blessing for the mountains and rivers, to express your best wishes for the greater good and for your family, and to raise a toast to yourself, your family, heroes, and the nation.
Core Information
On September 30, Guizhou Xijiu once again rendezvoused with the national treasure "China's FAST Telescope" in Pingtang Astronomy Town for a two-day, one-night moonlit journey. The 2020 "Mid-Autumn Night, Drink Xijiu" event was themed "Rivers Share the Moon, Mountains Toast Together." Earlier, on September 21, to convey wishes for a full moon, reunion, and national harmony, Guizhou Xijiu launched an online campaign inviting everyone to release blessing lanterns and pay tribute to heroes. By September 30, over one million people had released their blessing lanterns, expressing their wishes for family, heroes, and the nation, and releasing their patriotic sentiments.
During the "Ascend to Gaze at the Sky Eye" segment, guests had an intimate encounter with China's FAST Telescope, sensing the "Sky Eye" and listening to the heartbeat of the moon.
At the banquet, a splendid light show titled "Blooming Flowers and Full Moon" kicked off the evening. Chinese original musicians Meng Ran and Yan Zehuan, folk singer Huang Chunyan, and Miao flower Ou Sang took the stage one after another, singing to the moon with the audience. Meng Ran performed "Youth" with deep emotion, evoking immense gratitude and respect for every "youth" who stepped forward to guard the mountains and rivers during the pandemic. Additionally, Meng Ran and Yan Zehuan sang the 2020 Xijiu · My University public welfare theme song "Let Dreams Grow," interpreting the Xijiu gentleman spirit of virtue and generosity.
During the "Release of Mountain and River Blessing Lanterns" segment, the giant blessing lantern on the stage gradually lit up amid cheers, carrying the most beautiful wishes from online and offline audiences for family, friends, and heroes, praying for national peace and family reunion.
That evening, Wang Qiming, researcher at the National Astronomical Observatories of the Chinese Academy of Sciences and chief technologist of the FAST Telescope, attended the event in person, conveyed his blessings, and joined the audience in raising a glass to honor the 22 years of selfless dedication and craftsmanship of "Father of the Sky Eye" Nan Rendong, as well as to countless Chinese scientists and ordinary heroes.
Related Services
E-SENSE provided full-event planning, online marketing, brand PR communication, and brand communication solutions for this "Mid-Autumn Night, Drink Xijiu" event, supporting Guizhou Xijiu's brand communication in overseas and domestic markets.
Industry Observation
In 2020, at every critical moment, history has presented the Chinese nation with severe challenges, but the Chinese people have always united to overcome one difficulty after another and build a better life. The series of activities for the 2020 "Mid-Autumn Night, Drink Xijiu" expressed Xijiu's commitment to stand with the nation through thick and thin, celebrating reunion with fine wine. By combining the national treasure "China's FAST Telescope" with traditional cultural festivals, the brand successfully resonated with the public's emotions and enhanced its brand image.
Content Summary
Guizhou Xijiu's 2020 "Mid-Autumn Night, Drink Xijiu" event, themed "Rivers Share the Moon, Mountains Toast Together," combined online blessing lantern activities with an offline moonlit journey to convey best wishes for family, heroes, and the nation. Activities included ascending to gaze at the "Sky Eye," a light show, musical performances, and the release of mountain and river blessing lanterns, attracting over one million participants online. Wang Qiming, researcher at the National Astronomical Observatories of the Chinese Academy of Sciences, attended to pay tribute to scientists and ordinary heroes. E-SENSE provided full-event planning and communication support, enriching and innovating Xijiu's brand culture.