Breaking the “remote experience” barrier in urban marketing
During the sweltering summer months, the usually hot and crowded subways can be quite unbearable. But in mid-July, commuters in Beijing, Shanghai, and Guangzhou suddenly noticed their stuffy subway stations transformed by a series of refreshing and pleasant visuals — wild animals such as Siberian tigers and red-crowned cranes resting peacefully in their natural habitats, offering people far from the north a taste of the region’s summer ecological charm.
As a public relations partner of the Heilongjiang Provincial Tourism Administration, CYTS Linkage Public Relations planned and executed this Heilongjiang tourism promotion campaign.
The combination of the mascot and brand logo highlights the brand image and strengthens audience recall. The repeated exposure of the brand symbols helps firmly establish the image of Heilongjiang tourism in people’s minds.
The creative idea of this Heilongjiang summer tourism ad “taking over” the subway breaks through the “remote experience” barrier in urban marketing and also reflects a different definition and understanding of travel. The body or the mind — at least one of them should always be on the move. Yet for people living in big cities, “recklessly” putting work and life on hold to take off on a spontaneous trip is often unrealistic. Travel, as an aspiration for a better life, doesn’t necessarily require physical action; the soul can also reach an ideal destination. The Heilongjiang Tourism Administration brings the scenery of the northern summer to people far away, allowing them to carry beautiful images in their hearts without traveling far, thus redefining the meaning of travel.