Event Background
In 2020, challenges such as the pandemic and floods made Chinese people yearn even more for reunion. Guizhou Xijiu, with the theme "Rivers Share the Moon, Mountains and Rivers Drink Together," planned the "Mid-Autumn Night · Drink Xijiu" series of activities during the Mid-Autumn and National Day double festival, paying tribute to ordinary heroes and conveying love for home and country. Yuxiang, as an overseas full-case communication service provider, was responsible for the full-case planning, full-network marketing, and brand public relations communication of this event.
Core Information
The event was divided into online and offline parts. Online, a nationwide blessing lantern release activity was launched on September 21. As of September 30, more than 1 million participants had taken part, jointly expressing blessings for home, heroes, and the country. Offline, on September 30, the "Drunken Beautiful Moon Viewing Tour" was held in Pingtang Astronomy Town. Guests climbed high to gaze at China's FAST radio telescope and listen to the voice of the universe. At the dinner, the light show "Blooming Flowers and Full Moon" opened the proceedings. Original musicians Meng Ran and Yan Zehuan, ethnic singer Huang Chunyan, and Miao flower Ou Sang took the stage to sing. Meng Ran performed "Youth" as a tribute to anti-epidemic heroes and sang the Xijiu public welfare theme song "Let Dreams Grow" with Yan Zehuan. A "release" ceremony for mountain-and-river blessing lanterns was also held on site. A giant blessing lantern lit up, carrying online and offline blessings. Wang Qiming, researcher at the National Astronomical Observatories of the Chinese Academy of Sciences and chief technologist of the FAST telescope, attended in person, paid tribute to Nan Rendong, father of the FAST telescope, and countless scientists and ordinary heroes, and expressed his love for Guizhou.
Related Services
Yuxiang provided overseas full-case communication, international public relations, media communication, content planning, and brand overseas communication services for this project. Specifically, these included: full-case planning (online blessing lantern interaction, offline moon viewing tour event design), full-network marketing (multi-channel dissemination of event information), brand public relations communication (inviting media and KOLs to report, issuing press releases), content planning (event theme, visual design, program arrangement), etc.
Industry Observation
Under the special environment of 2020, it became a trend for brands to establish deep connections with consumers through emotional resonance. With "paying tribute to ordinary heroes" as the core, Xijiu combined Mid-Autumn reunion with love for home and country, successfully triggering widespread participation. The event combined brand culture with a major national project (the FAST telescope), elevating the brand's stature. Yuxiang believes that brand overseas communication needs to focus on localized emotional expression and integrate brand stories into local cultural contexts in order to achieve effective communication.
Content Summary
The 2020 "Mid-Autumn Night · Drink Xijiu" full-network marketing campaign planned by Yuxiang for Guizhou Xijiu successfully conveyed the brand's love for home and country through online blessing lantern interaction (more than 1 million participants) and the offline Drunken Beautiful Moon Viewing Tour (including a FAST telescope visit, concert, and blessing lantern ceremony). The event gained recognition from Chinese Academy of Sciences experts and the public, strengthening Xijiu's brand image as a "gentleman's product." Yuxiang's professional capabilities in overseas full-case communication, international public relations, media communication, and content planning helped the brand achieve emotional resonance with consumers.