“Red Glory for China, Guests Filling the World”

       In the just-concluded “11th Five-Year Plan” period, Ganzhou’s tourism industry achieved remarkable results. Standing at the new starting line of the “12th Five-Year Plan,” Ganzhou will leverage its own strengths to form 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 held the “Red Glory for China, Guests Filling the World—Launch Ceremony of the ‘Ganzhou’ Tourism Train and Press Conference for the Solicitation of Ganzhou’s Tourism Image Logo and Literary & Photographic Works” at the Beijing News Building Hotel. Through 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 high-quality tourism resources and promote its tourism brand.

       Thanks to this event, Ganzhou’s tourism brand will take railway media as its communication platform, leveraging Huatie Media’s effective dissemination methods to integrate Ganzhou’s high-quality tourism resources and promote its tourism brand.
Ganzhou has a profound and ancient 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 in the same province to the north. It serves as the direct hinterland of the developed southeastern coastal regions and also as the frontier zone connecting inland areas to these developed coastal regions. The long history and splendid culture have left Ganzhou with numerous historical sites and cultural heritage treasures. Its deep historical and cultural foundation has become a unique tourism resource for Ganzhou. This has also earned Ganzhou titles such as National Historical and Cultural City, China’s Excellent Tourism City, National Garden City, and National Model City for Supporting the Military.

        Ganzhou boasts beautiful mountains and clear waters, with an exceptionally pristine ecology—it has four times the national average forest coverage rate, earning it the titles “Kingdom of Ecology” and “Green Treasure House.” It has now formed six major tourism brands: “Red Capital, Jiangnan Song City, Hakkas’ Cradle, Eco-Home, World Orange Capital, and Geomancy Holy Land,” which serve as a vivid summary of the tourism development of this old revolutionary base. To better establish the tourism brand image of “Red Glory for China, Guests Filling the World” and promote Ganzhou’s diverse tourism resources, the Ganzhou Municipal Tourism Bureau promptly expanded its promotional platforms and innovated its tourism branding strategies, being the first in Jiangxi Province to propose the concept of “mobile promotion.” Utilizing railway media, it actively promotes Ganzhou’s tourism brand image. In collaboration with Huatie Media, it launched the “Ganzhou” Tourism Train, naming the Beijing–Shenzhen K105/106 train as the “Ganzhou” Tourism Train, with the cities along the route serving as key target markets for Ganzhou’s tourism marketing during the “12th Five-Year Plan” period. Leveraging Huatie Media’s unique marketing philosophy and communication methods, through various media forms such as named plaques, serial number plates, train announcements, train posters, hard seat header panels, sleeper tablecloths, sleeper ticket cards, soft sleeper triangular scarves, hard seat display boards, and berth signs, it powerfully influences all types of people “on the move,” radiating Ganzhou’s cultural charm from inside the train cars to the cities along the railway line, and further expanding nationwide.

       Currently, China’s railways are implementing a “leapfrog” development strategy. Huatie Media, keeping pace with the development of China’s railways, has gone through 17 years of challenges—from initially being a simple train media agent to now integrating over 90% of the country’s train media resources. It owns media resources on more than 2,100 high-speed trains, bullet trains, and conventional trains, with 3 million media spots, directly covering over 5,000 train stations nationwide, and reaching approximately 1.4 billion high-quality people annually. It serves as a Chinese railway media flagship operator that provides comprehensive brand-building solutions. This time, Huatie Media uses the “Ganzhou” Tourism Train to gather target audiences across various consumer classes, greatly facilitating business, official, tourism, vacation, and family visit travel between Beijing, Ganzhou, and Shenzhen. It has strengthened the ties between Jiujiang, Ganzhou, and even the entire Jiangxi Province with Beijing, making it a golden railway trunk line for residents of Shenzhen and Ganzhou traveling north to Beijing. It also builds a unique bridge for linkage and communication between Ganzhou and other outstanding tourism cities in Jiangxi, greatly deepening exchanges between Ganzhou and Beijing, and advancing the full-speed development of Ganzhou’s external tourism industry.

        With increased tourism promotion efforts by the Ganzhou Municipal Government, visitors to Ganzhou are no longer limited to nearby cities. There has been a noticeable increase in tourists from Shenzhen, Nanchang, Henan, Beijing, and other places, broadening the range of visitor origins. As Ganzhou’s tourism industry develops rapidly, the city will focus on the overall goal of quadrupling total tourism industry revenue, accelerating development, transforming development models, and promoting new leaps in scale, level, and quality of tourism industry development.

       In response to Ganzhou’s new tourism industry development strategy, Huatie Media, leveraging its pioneering media operation methods, strong investment background, and powerful market operation capabilities, has successfully built a brand-new concept media communication platform. It has transformed the moving “steel giant” into the “Ganzhou” Tourism Train. Within the enclosed space of 21 hours, it organically combines multimedia and multi-dimensional elements, fully integrating Ganzhou’s Hakka culture, green ecology, and red classics into the tourism brand train. This allows travelers to immerse themselves in the scenery, receiving cultural enrichment and spiritual enjoyment along the journey. At the same time, Huatie Media seeks new breakthroughs in promotional methods, using the highly interactive, multi-dimensional, and high-end “brand train” communication model to further advance the leapfrog development of Ganzhou’s tourism industry, achieving the best integration of tourism, culture, and market. It transforms simple tourism brand promotion into an innovative communication model that blends cultural dissemination, scenic information sharing, and experiential exposure, allowing Ganzhou’s tourism brand to extend beyond the train cars and engage in intelligent interaction with traditional and other new media, maximizing marketing effectiveness.
       The beautiful natural scenery, splendid cultural landscapes, exquisite Hakka architecture, ancient historical relics, and unique Hakka folk customs shine brilliantly on this land, reflecting the dazzling splendor of Ganzhou’s Hakka charm. The future Ganzhou will also embrace great opportunities for tourism development, and with the support of Huatie Media, it will usher in a brand-new golden era.