How Henan Baoquan Tourist Area used Xiaohongshu guides to promote a Spring Festival lantern fair
For Spring Festival 2024, Henan Baoquan Tourist Area paired a technology-themed lantern fair with traditional lantern craft and live folk shows. Ten Xiaohongshu creators published ten photo-led guides, combining practical trip planning with photogenic scenes in one short burst.
A science-fiction lantern world built on traditional festival craft
The “赛博龙宫宝泉灯会” (Cyber Dragon Palace Baoquan Lantern Fair) campaign turned Baoquan’s mountain-and-water landscape into a night visit built around science-fiction styling and 自贡彩灯 (Zigong lantern) craftsmanship. The lantern team created two themed displays, “赛博龙宫” (Cyber Dragon Palace) and “龙年暴富” (Get Rich in the Year of the Dragon). Iron-flower performances, fireworks, an intangible-heritage temple fair, guochao shows and NPC interaction added opportunities to explore, watch performances and photograph the scenery.
The campaign spoke to young families and couples planning a nearby Spring Festival outing, with tags also pointing to urban professional women and new mothers. Posts used list-style “保姆级攻略” (nanny-level, meaning foolproof and step-by-step) planning: transport, routes through the lantern zones, show times and photo spots. Admission was free for visitors under 18 and university students during the event, which included the lantern fair and performances.
- Objective
- Store Traffic
- Occasion
- Spring Festival
- Funnel
- Consideration
- Messaging
- Design and Aesthetics · National Pride (Guochao) · Value for Money
- Scenes
- Festival Scene · Family and Parenting
- Formats
- Collection List
- Activation
- Installation / Exhibit
- Trends
- Domestic Brand Rise · Emotional Value · Self-reward Spending
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| National Pride (Guochao) | 14%1 in 7 |
| Installation / Exhibit | 15%1 in 7 |
| Typical | |
| Value for Money | 63%6 in 10 |
Share of the 299 Xiaohongshu Travel campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Ten creators, with a KOC-heavy, female-leaning lifestyle mix
5.78K–30.2K
10 creators with a public follower count
KOC Mass Seeding
Koc Heavy
Female Dominant
The first step to copy
- 1
Start with a guide that removes planning friction
Build each photo-led post around transport, lantern-zone routes, performance times and photo locations. Publish in a concentrated pre-holiday burst so practical planning and visual inspiration arrive together, then direct interest towards an in-person visit.
- 2+
More steps in the full teardown
Repeated visual anchors, the “不用去自贡” (No Need to Go to Zigong) hook and the admission offer
The full teardown adds
- Reads and engagement for all 10 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 131 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Hengdian World Studios turned Xiaohongshu guides into festival visitsXiaohongshu · Travel | Sep 21, 2024 | 23 |
| How Cordis turned its ninth anniversary into a Xiaohongshu art pop-upXiaohongshu · Travel | Aug 29, 2024 | 14 |
| How Marriott Bonvoy linked Qixi dining scenes to membership on XiaohongshuXiaohongshu · Travel | Aug 5, 2024 | 11 |
| How Tourism Australia used Xiaohongshu creators to turn 618 into a destination momentXiaohongshu · Travel | Jun 15, 2024 | 14 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 河南宝泉旅游区. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction