Shaanxi Invites the World to Celebrate Chinese New Year with Various Marketing Activities
New York – Between 28th January and 16th February, a continuous large-scale brand marketing campaign integrating “Chinese New Year” (a.k.a. “Spring Festival”) with natural and cultural tourist resources based on five social media platforms, namely Facebook, Twitter, Instagram, YouTube and TikTok, was carried out in Shaanxi. Internet users from all over the world were invited to join in a grand cultural feast consisting of various interactive activities during the Spring Festival.
This marketing campaign was composed of three sections: ShaaningSpringFestival, videos about Spring Festival celebrations in Shaanxi and ShaaningLanternRiddles, vividly presenting Shaanxi’s folk culture during the Spring Festival to the world via online interaction and creative videos. As people get more interested in the cultural touring life and folk customs about the Spring Festival in Shaanxi, Shaanxi will win more fame around the world, and Chinese New Year will become a festival celebrated worldwide.
ShaaningSpringFestival was launched soon after the campaign was kicked off. Symbols of the Spring Festival such as Spring Festival couplets and “Fu” characters (indicating “good fortune”) were adopted in the marketing activities. Interesting interactive games were released on major social media platforms. Fans were invited to post contents about jubilant celebrations of the Spring Festival in China Towns all over the world with the official homepage “Visit Shaanxi”. This activity boosted fans’ participation in the interaction and experience of the Spring Festival as soon as it was launched, contributing to the spectacular event of the whole world celebrating Chinese New Year together.
A collection of videos about Spring Festival celebrations in Shaanxi was released on YouTube and Facebook later on, attracting more attention worldwide. The “New Year, family affection and love” themed ShaaningLanternRiddles activity allowed fans to see the splendid integration of the Chinese Lantern Festival and the Western Valentine’s Day, showing the joyous atmosphere of the Spring Festival and extending New Year wishes from Shaanxi to people around the world.
By 17th February, the homepage “Visit Shaanxi” has received over 12 million impressions during the Spring Festival marketing campaign of Shaanxi, with videos posted on it viewed for more than 620 thousand times. Shaanxi has effectively combined traditional Chinese festivals with its cultural tourism brand through this marketing campaign. With all kinds of creative marketing interactions, the charm of Shaanxi and Chinese culture is well presented to the world. Shaanxi has now established a long-lasting communication mechanism and a strong influence in the globe and set up a classic example of Chinese tourism brand going global.
Media Contact
Company Name: Shaanxi Provincial Department of Culture and Tourism
Contact Person: Hu Yajing
Email: Send Email
Country: China
Website: https://www.facebook.com/visitshaanxi
