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Xixi Paradise Launches the “Joyful Song – Celebrating the New Year, a Mini City Getaway” Special Event
Release time:
2021-02-20
Since December, Xixi Paradise has teamed up with Douyin, Ctrip, and CCTV Video to launch the “Joyful Song – Celebrating the New Year: Micro-Vacations in the City” themed marketing campaign. Through brand promotion and product innovation, the campaign aims to enhance the brand’s reputation and support the park’s operations during the holiday season.
Brand Promotion
1. Xixi Paradise has launched a cross-border collaboration with Douyin, creating innovative online–offline integration to promote Hangzhou’s Song Dynasty–style culture in a youthful way.
#Xixi Paradise × Douyin — A New Trend in Culture and Tourism
Official cross-border collaboration, innovative online–offline integration
Promote the Song Dynasty charm of Hangzhou in a youthful way.
For this New Year, we’re taking “Joyful Song Dynasty” as our theme, continuing to blend Song Dynasty culture with contemporary lifestyle trends and partnering with Douyin to invite influencers to… Xixi Paradise: A Journey Through a Thousand Years 。
The Douyin topic “Joyful Song” has accumulated over… views. 600 million times
Six joyful Song Dynasty videos released by Xixi Paradise Total views exceed 120,000 times
Five Douyin influencers have collectively posted related videos. 14 articles
Shot and released by child star Xiao Tianren.
“Xixi Rongrongzhuang Boat Ride Afternoon Tea: A Heartwarming Boatman” Video
A single video has surpassed 3.3 million views and ranked No. 2 on the local trending list.
2. CCTV Video Tours Xixi Paradise: Savor the Flavors of Hangzhou in “Joyful Song.”
#Xixi Paradise × CCTV Video – Talking About Hangzhou During the Spring Festival
CCTV Channel visits Xixi Paradise, savoring the flavors of Hangzhou in “Joyful Song.”
Officially launched starting February 16 (the fifth day of the first lunar month).
In the eighth episode of CCTV’s “Big Talk About the Spring Festival” series, titled “The New Year’s Flavors of New Hangzhou: A Journey Through a Thousand Years,” viewers are taken to explore the Xixi Paradise Spring Festival “Joyful Song” event and the innovative dining product “Xixi Night Banquet,” showcasing the unique ways Hangzhou residents celebrate the New Year, their lifestyle, and their entertainment preferences. The program officially launched on CCTV Video starting February 16 (the fifth day of the first lunar month).
3. Xixi Paradise actively participates in various activities for out-of-town residents staying in Hangzhou, highlighting the sense of responsibility and commitment expected of state-owned enterprises.
▲A delivery driver in Hangzhou waiting to enjoy Jiangxi cuisine
In January, Xixi Paradise participated in the Comprehensive Channel of Hangzhou Television. Hangzhou Year – The Taste of Home For this segment, the star chef at Xixi Rongrong Zhuang personally prepared a home-style New Year’s Eve dinner for delivery drivers staying in Hangzhou, allowing those celebrating the Lunar New Year in the city to experience the warmth of Hangzhou.
#Xixi Paradise – A Heartwarming Stay in Hangzhou
All hotels in the park are offering 1,000-yuan stay packages for visitors staying in Hangzhou.
Xixi Yuerongzhuang Star Chef Delivers Warmth to Your Home
In addition, the hotels in the park are launching… A 1,000-yuan gift package for staying in Hangzhou. , the total number of views for related headline posts on Hangzhou All-Knowing has reached 3.4w , fellow Hangzhou residents have been enthusiastically giving it thumbs up. Food and travel experts are promoting the thousand-yuan gift packages on Dianping, Weibo, and Xiaohongshu, with cumulative views reaching… Over 200,000 times Several featured articles have been prominently displayed on the homepage of Dianping for recommendation.
Product Innovation
1. All hotels in the park have set up free family photo booths and are offering “Peace of Mind” creative reunion meals.
#Xixi Paradise – Celebrating the New Year with Reunion
▲Xixi Paradise Family Photo Scenic Spot
Xixi Paradise boasts a uniquely advantageous low-density environment, spacious and well-ventilated restaurant private rooms, and stringent epidemic prevention measures. Combined with its rich and delicious cuisine and warm, attentive service, it is the perfect place to reunite with family.
Enjoy a peaceful and comforting family reunion meal.
Create beautiful Spring Festival memories.
This Spring Festival, hotels have put a great deal of effort into their dishes and flavors, offering a wide variety of… Creative Reunion Dinner.
▲Some Dishes from the Sheraton Xixi New Year’s Eve Dinner
▲Xixi Rongrong Villa Reunion Dinner
The creative reunion dinner concept has been highly acclaimed, with food and travel experts alike checking in and sharing related content. Over 30 articles, with more than 30 views. Ten thousand Next, It’s topping the New Year’s Eve dinner popularity charts on Xiaohongshu and Dianping.
▲Recommendations from Dianping and KOLs on Xiaohongshu
Compared to pre-pandemic 2019, reservations for New Year’s Eve dinners at the various hotels in Xixi Paradise showed a counter-trend growth in 2021:
Sheraton Xixi New Year’s Eve Dinner Reservation Sales A 15% increase compared to 2019;
Xixi Yuerongzhuang As a typical destination hotel, for the 2021 New Year’s Eve dinner, local guests… An increase of more than 20% compared to 2019;
West Pavilion Hotel The newly opened Xixuan Hotel’s Xiyue Restaurant is debuting its Xixi Honglou Banquet New Year’s Eve Dinner, and the private dining rooms are already… All sold out.
2. Xixi Paradise Launches Urban Micro-Getaway Products
Since December, hotels in the Xixi Paradise Resort have been launching various promotions. Micro-vacation packages, Micro-vacation products address the concerns of self‑drive travelers from local areas and neighboring cities within the province—whether you’re staying for 1 night, 2 nights, or 4 nights, there are always rich, value‑packed options available.
#Xixi Paradise × Ctrip — Urban Micro-Vacations
All hotels in the park are offering micro-vacation packages.
A Trip.com expert takes you on a store-hopping tour!
In January, Ctrip Experts launched a shop-hopping and check-in event at Xixi Paradise. The Travel Hui official account published two featured articles promoting Xixi Paradise’s “urban micro-vacation” concept, which garnered over 10,000 views, and Urban Express also featured related content.
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