How Hengdian World Studios turned Xiaohongshu guides into festival visits

The campaign built “追剧游横店” (Follow Your Favorite Dramas to Hengdian) around a role-play promise: visitors could move between everyday life and costume-drama worlds. Guides grouped 清明上河图 (Riverside Scene at Qingming Festival), 广州街·香港街 (Guangzhou Street · Hong Kong Street), 明清宫苑 (Ming and Qing Palace Gardens) and 圆明新园·夏苑 (New Yuanmingyuan · Summer Garden) into location checklists, pairing drama filming-site visits with hanfu photography and immersive NPC interaction. A multi-hashtag matrix and offline check-in pop-ups carried the idea into the parks, while themed markets and tasks offering co-branded IP merchandise gave visitors concrete things to do.

The primary audience was young female drama and hanfu fans seeking polished photos and immersive check-ins, with urban professional women and students also in view. The schedule ran in waves: costume-drama location tours for Mid-Autumn Festival, the stage production “直播开国大典” (Live Broadcast of the Founding Ceremony) during National Day, then a Chinese-horror turn around “红嫁衣” (The Red Wedding Dress) for Halloween. There was no discount; soft calls to visit and redeem offline relied on the appeal of the scenes and activities.