How 交子大道JZA (Jiaozi Avenue JZA) built a National Day City Walk on Xiaohongshu

The campaign ran from 2 to 4 October 2024 around the theme "国庆小众City Walk避人挤人" (A Lesser-Known National Day City Walk to Avoid the Crowds). It linked 交子大道’s (Jiaozi Avenue’s) limited-time cultural-creative market with 铁像寺水街 (Tiexiang Temple Water Street), 玉林火烧堰巷碧翠廊 (Bicui Corridor, Huoshaoyan Lane, Yulin), 环球中心 (Global Center) and SKP, packaging food, intangible cultural heritage experiences and shopping into list-style guides. The twelve image-and-text posts used insider-tip hooks and a friendly recommendation tone. Design aesthetics, exhibitions and national-culture cues added a cultural layer, positioning the itinerary as an alternative to established crowded destinations such as Chunxi Road.

The route spoke to young women living in or visiting Chengdu, urban professionals, new mothers and families seeking a slower holiday pace. A five-day market supplied the reason to visit, with food, cultural-creative products, intangible cultural heritage activities and shopping-district discounts. Limited dates and event-only availability created urgency. There was no additional online conversion mechanism: the campaign’s call to action was an in-person visit rather than a markdown-led online purchase.