On December 31, 2019, Mr. Zhang Xuguang, General Manager of the Marketing Center of Secret Garden Genting Resort and General Manager of Genting Hotel, and Ms. Zhai Ruofan, one of the founders of the Media Snow & Ice Alliance, signed a strategic cooperation agreement for publicity and promotion. This move holds great significance for the future event operations, promotional activities, and image branding of Secret Garden Genting Resort.
On December 30, coinciding with the official launch of the Beijing-Zhangjiakou High-Speed Railway, journalists from 50 media outlets experienced firsthand the ultra-fast one-hour direct ride to one of the main venues of the 2022 Winter Olympics. Departing from Beijing North Railway Station, they arrived at Taizicheng in just 1 hour and 20 minutes, then took a shuttle bus directly to the Secret Garden Genting Ski Resort. The one-stop service received unanimous praise—not only was it safe and convenient, greatly reducing travel time, but it also extended the time skiers could enjoy on the slopes.
Secret Garden Genting Resort signs agreement with Media Snow & Ice Club, launching strategic cooperation
The Media Snow & Ice Club was jointly initiated by a number of seasoned media professionals and has since attracted over a hundred media practitioners passionate about snow and ice sports, covering various types of media including television, newspapers, magazines, websites, live streaming, and self-media. The establishment of the club addresses issues such as information asymmetry between media and audiences, limited content diversity, difficulty in connecting demanders with effective media channels, and underutilization of promotional resources. The Media Snow & Ice Club is committed to building an integrated media service platform for the skiing industry, becoming a new type of media that enables resource sharing, content integration, mutual promotion, and shared benefits among skiing industry media, contributing to the optimization of skiing media resources and the advancement of skiing as a sport.
The signing ceremony was officially held at the Blue Lake Restaurant in Genting Hotel. Mr. Zhang Xuguang, General Manager of the Marketing Center of Secret Garden Genting Resort and General Manager of Genting Hotel, spoke first, recounting the growth and transformation of Secret Garden Genting Resort. During the preparation for the Winter Olympics, the resort has seen significant improvements in ski runs, snow quality, and services, offering skiers a better experience.
The opening of the high-speed railway has further enhanced accessibility. Secret Garden Genting Resort has also launched a special offer: guests presenting a high-speed rail ticket can enjoy discounts when booking rooms at Genting Hotel or purchasing lift tickets at the Secret Garden Genting Ski Resort, providing skiers with exceptional value.
Ms. Zhai Ruofan, one of the founders of the Media Snow & Ice Alliance, said: “I am a loyal skier at Secret Garden Genting Resort and have personally witnessed many of its changes. The continuous improvement in snow quality, as well as the scaling up and IP development of events, left a deep impression on me. This year, Secret Garden Genting successfully hosted major events such as the FIS Ski World Cup Carnival, X GAMES, and Audi Nines, significantly boosting the resort’s visibility. This signing ceremony also lays the groundwork for promoting future major events and helps Secret Garden Genting build a robust media service platform.”
Ms. Wang Bing, head of the Snow & Ice Channel at Mafengwo, also spoke at the signing ceremony. As a seasoned travel enthusiast, she experienced the convenience of a leisure trip from Beijing to Secret Garden Genting during this event. She was particularly impressed by the resort’s newly added dining options, such as the self-operated Blue Lake Restaurant, Old Beijing Restaurant, and Qinglong Restaurant, as well as shops like KFC, Yicha Yifan, Bu Jian Bu San, and Steam Rhino, all of which cater well to the diverse needs of guests staying at the resort.
Famous crosstalk actor Cao Yunjin, actor Sun Yimu who played Langtao in the hit drama “Joy of Life,” Burton brand representative Wang Shuanglong, and renowned skiing influencer Tiedou were also invited to the event. As passionate skiers themselves, they expressed their willingness to contribute to promoting snow and ice sports.
New Year’s special ceremony, night skiing ushers in 2020
After the signing ceremony, the celebration night officially began. At exactly 11:00 PM on December 31, a night skiing procession composed of members from the Media Snow & Ice Alliance and skiers took the cable car to Jinhuage Pavilion at Secret Garden Genting Resort for a countdown photo session. Under the escort of a fleet of snow groomers and snowmobiles from the Mountain Operations Center, they formed a long line and skied down together, completing the symbolic night skiing ceremony of “Skiing from 2019 into 2020.”
As one of the venues for the Beijing 2022 Winter Olympics and Paralympics, Secret Garden Genting Resort enjoys unique advantages in visibility. However, it still requires strong media support in terms of resort image, service communication, and event promotion. The signing of this agreement with the Media Snow & Ice Alliance can effectively address the issues of information asymmetry and monotonous content between the resort and skiers, helping them better understand and love the resort. With the support of the Media Snow & Ice Club, they aim to jointly contribute to the promotion of China’s snow and ice industry.