Event Background
Under the vast desert sky, with the long river and setting sun, the cultural Moutai gathered beauty in Ningxia. On July 2, Guizhou Moutai's 2023 Ningxia Moutai Fans Carnival was held in Zhongwei, Ningxia. Over 300 Moutai fans encountered the charm of millennia-old desert culture, savored the beauty of Moutai culture, and enjoyed a feast for the senses. Towin New Idea International Media was honored to be responsible for the planning and execution of this carnival, helping Moutai's aroma bloom on the fortress beyond the Great Wall.
Core Information
Thanks to the trust and support of the organizer, as a professional team for event planning and execution, Towin efficiently advanced the project from receiving the brief to final delivery. We provided a series of services including scheme planning, visual and scene design, material production and construction, conference management, hotel management, and performance resources, fully supporting the successful conclusion of the carnival.
01. Efficient Project Coordination
In the early stages, the Towin team maintained professional standards, conducting comprehensive site surveys multiple times, maintaining close communication with the client, and patiently refining the event plan. We provided detailed execution plans and process control for the Moutai Fans Carnival. During preparation, Zhongwei encountered strong winds, which delayed construction. However, Towin steadily pushed forward with construction, preparation, and rehearsals, demonstrating strong teamwork and execution to ensure the carnival proceeded smoothly and delivered the best experience for guests.
02. Creative Visual Design
The Ningxia Moutai Fans Carnival used the starry sky and desert as a bridge, deeply integrating Moutai culture with Ningxia culture. The main key visual featured a blue sky, desert, and starry night as the background, with a Moutai bottle standing in the center, containing elements of Ningxia's landmark architecture. The yellow desert sand and vast starry sky exuded desert charm, showcasing Moutai's fragrance spreading across Ningxia.
Countdown Posters
Around the main key visual, and in combination with Moutai's brand, culture, and products, we created various images paired with different scene effects, adding infinite charm to the entire event.
Brand Zone - Five Synergies Marketing
Brand Zone - Five-Line Development
Pool Step 3D Letters
Themed 3D Letters
Xiao Mao DP Point
Starry Theater - Product Display Area
Moutai Fans Family Display Area
Theater Stage
Starry Stage - 3D Letters
03. Exquisite H5 Invitation
The creative H5 invitation produced in the early stage was a masterpiece crafted by the Towin team. Based on the desert and starry sky theme of the carnival, the H5 invitation was designed with the concept of making a wish upon a star, aligned with the main visual tone. Guests wrote their wishes, which flowed into a bottle and eventually lit it up, generating a wish poster for sharing and forwarding. The final product was beautiful and eye-catching, with a unified style yet diverse features, earning praise from the client.
04. Unique Interactive Planning
The carnival focused on four aspects of beauty, creating a desert culture market. Through interactive experiences such as traditional Chinese culture, intangible cultural heritage creative products, desert culture, and Moutai ice cream tasting, guests used special market tokens to participate in games. They fully experienced activities like intangible cultural heritage handicrafts, pitch-pot and cuju games, desert camel photo shoots, and desert-themed costumes, creating a more immersive experience and a greater sense of participation.
05. Spectacular Performances
At the carnival opening ceremony, under the concept of "Traversing a Thousand Years, Reading Cultural Scrolls with Moutai," three chapters were planned. Each chapter was introduced with a custom video, guiding guests through the fusion of Moutai culture and Ningxia culture. At the outdoor starry night party, a brilliant stage atmosphere was built around the concept of the hometown of stars. With the dialogue between Xiao Mao and Xiao Xun as a clue, three toasts were offered to the guests. Custom background videos were created for each event segment, including laser shows, launching ceremonies, torch relays, dramatic recitations, and dance performances. The beautiful visuals and creativity brought aesthetic enjoyment to the scene.
Related Services
Towin New Idea International Media provided full-service planning and execution for this event, covering scheme planning, visual design, scene design, material production and construction, conference management, hotel management, and performance resource integration. Specific services included: main key visual and series visual design; design and construction of brand zones (Five Synergies Marketing, Five-Line Development, etc.); production of pool step 3D letters and themed 3D letters; Xiao Mao DP point design; construction of Starry Theater product display area and Moutai Fans Family display area; theater stage and starry stage construction; H5 invitation design and development; desert culture market interactive planning and execution; and choreography and background video production for the opening ceremony and starry night party.
Industry Insights
Brand carnivals are transforming from simple product displays to immersive cultural experiences. This Moutai Fans Carnival deeply integrated Moutai's brand culture with Ningxia's regional characteristics, using desert starry scenes, intangible cultural heritage interactions, and custom performances to evoke emotional resonance among participants. For the exhibition and display industry, this means a need for stronger creative planning capabilities, cross-domain resource integration, and on-site execution to handle unexpected situations. Towin's quick response and efficient coordination in this project demonstrate the key capabilities required to meet complex event demands.
Summary
The 2023 Ningxia Moutai Fans Carnival concluded successfully. With the starry sky as a backdrop and Moutai as a guide, fans enjoyed the vast beauty of the desert under music and fine wine, experiencing the charm of Ningxia and savoring Moutai's exquisite brew. Towin New Idea International Media's professionalism, efficiency, innovation, and quick response earned high recognition and support from the organizer. In the future, Towin will continue to assist more premium brands in their event planning.