Red Glory for China, Guests Overflow the Land

       In the recently concluded “11th Five-Year Plan” period, Ganzhou achieved remarkable results in its tourism industry. Standing at the new starting line of the “12th Five-Year Plan,” Ganzhou will leverage its own strengths to develop into a comprehensive tourism destination integrating sightseeing, eco-leisure, and red tourism attractions. On April 27, 2012, the Ganzhou Municipal Tourism Bureau, together with China’s leading railway media operator — Huatie Media, jointly hosted the “Red Glory for China, Guests Overflow the Land — ‘Ganzhou’ Tourism Train Launch Ceremony and Ganzhou Tourism Logo & Literary & Photography Works Solicitation Press Conference” at the Beijing News Building Hotel. Through this event, Ganzhou’s tourism brand will utilize railway media as a platform, leveraging Huatie Media’s effective communication strategies to integrate Ganzhou’s high-quality tourism resources and promote its tourism brand.

       Overflowing the World — the “Ganzhou” Tourism Train Launch Ceremony and the press conference for soliciting Ganzhou’s tourism logo and literary & photography works. With this event, Ganzhou’s tourism brand will use railway media as a communication platform, utilizing Huatie Media’s effective dissemination methods to integrate Ganzhou’s premium tourism resources and promote the Ganzhou tourism brand.
Ganzhou boasts a profound and enduring history, being a cultural city with over 2,200 years of history. It borders Fujian to the east, Guangdong to the south, Hunan to the west, and connects to Ji’an and Fuzhou within the province to the north. It serves as both the direct hinterland of the developed southeastern coastal regions and a frontier zone linking inland areas to those developed coasts. Its long history and splendid culture have left behind numerous historical sites and cultural heritage treasures across the land of Ganzhou. This deep historical and cultural foundation has become a unique tourism asset for Ganzhou. It has also earned the titles of National Historical and Cultural City, China's Excellent Tourism City, National Garden City, and National Model City for Supporting the Military.

        Ganzhou features beautiful mountains and clear waters, with outstanding ecological conditions — its forest coverage rate is 4.1 times the national average, earning it the reputations of “Ecological Kingdom” and “Green Treasure House.” It has now established six major tourism brands: “Red Capital, Jiangnan Song City, Hakka Cradle, Ecological Homeland, World Orange Capital, and Geomancy Holy Land,” encapsulating the highlights of tourism development in this old revolutionary base area. To better establish the tourism brand image of “Red Glory for China, Guests Overflow the Land” and promote Ganzhou’s diverse tourism resources, the Ganzhou Municipal Tourism Bureau promptly expanded its promotional platforms and innovated its branding strategies. It was the first in Jiangxi Province to propose the concept of “mobile promotion.” Utilizing railway media, it actively promotes the Ganzhou tourism brand. In collaboration with Huatie Media, it launched the “Ganzhou” Tourism Train, designating the Beijing–Shenzhen K105/106 train as the “Ganzhou” Tourism Train. The cities along its route serve as key marketing targets for Ganzhou tourism during the “12th Five-Year Plan” period. Relying on Huatie Media’s unique marketing philosophy and communication methods, and using various media formats such as branded naming, sequential numbering, train announcements, train posters, hard-seat headrest panels, sleeper tablecloths, sleeper ticket cards, soft-sleeper triangular scarves, hard-seat display boards, and berth signs, the campaign strongly influences diverse audiences “on the move.” It radiates Ganzhou’s humanistic charm from inside the train cars to cities along the railway, and further across the nation.

       Currently, China’s railways are implementing a “leapfrog” development strategy. Huatie Media, keeping pace with the growth of China’s rail network, has evolved over 17 years from a simple train media agency to China’s leading railway media operator. It now integrates over 90% of the country’s train media resources, encompassing more than 2,100 high-speed, bullet, and conventional trains, with 3 million media touchpoints, directly covering over 5,000 train stations nationwide, and reaching approximately 1.4 billion high-quality individuals annually. It offers comprehensive brand-building solutions. Through the “Ganzhou” Tourism Train, Huatie Media brings together target audiences from various consumer segments, greatly facilitating business, official, tourism, vacation, and family visits between Beijing, Ganzhou, and Shenzhen. It strengthens ties between Jiujiang, Ganzhou, and even the entire Jiangxi Province with Beijing, and serves as a golden railway line for residents of Shenzhen and Ganzhou traveling north to the capital. It also builds a unique bridge for Ganzhou to connect and collaborate with other outstanding tourism cities in Jiangxi, significantly deepening exchanges between Ganzhou and Beijing and propelling the full-speed development of Ganzhou’s outbound tourism.

        As Ganzhou intensifies its tourism promotion efforts, visitors no longer come only from neighboring cities. There has been a noticeable increase in tourists from Shenzhen, Nanchang, Henan, Beijing, and other regions, broadening the range of visitor origins. While Ganzhou’s tourism industry surges ahead, the city will focus on the overarching goal of quadrupling total tourism revenue. It aims to accelerate development, transform its growth model, and achieve new breakthroughs in scale, level, and sophistication of tourism industry development.

       In response to Ganzhou’s new tourism development strategy, Huatie Media has leveraged its pioneering media operation methods, backed by strong investment and robust market capabilities, to build a brand-new concept media communication platform. It has transformed the moving “steel dragon” into the “Ganzhou” Tourism Train. Within the enclosed space of a 21-hour journey, multimedia elements are organically combined to fully integrate Ganzhou’s Hakka culture, green ecology, and red heritage into the tourism-branded train, allowing passengers to immerse themselves in the scenery and enjoy cultural enrichment and spiritual pleasure along the way. At the same time, Huatie Media seeks new breakthroughs in promotional approaches. By using the highly interactive, multi-dimensional, and high-end “branded train” model, it further propels the leapfrog development of Ganzhou’s tourism industry, achieving the optimal integration of tourism, culture, and market. It shifts from mere tourism brand promotion to an innovative communication model that fuses cultural dissemination, scenic information sharing, and experiential engagement. This extends the Ganzhou tourism brand beyond the train cars, sparking intelligent interactions with traditional and new media to maximize marketing effectiveness.
       The region’s beautiful natural landscapes, splendid cultural attractions, exquisite Hakka architecture, ancient historical sites, and unique Hakka folklore shine brilliantly together, reflecting the dazzling brilliance of Ganzhou’s Hakka charm. The future holds great opportunities for Ganzhou’s tourism industry, which, with the support of Huatie Media, is set to usher in a brand-new golden era.