How 齐云山度假区 (Qiyun Mountain Resort) seeded a quiet Anhui getaway on Xiaohongshu

Running from January 9 to 23, the campaign used “齐云山十二时辰” (Twelve Double-Hours at Qiyun Mountain) as its theme and “安徽你不宣传这里你糊涂啊” (Anhui, You'd Be Foolish Not to Promote This Place) as a shared title frame. Creators presented 齐云山风景区 (Qiyun Mountain Scenic Area) as a quieter, photogenic alternative to crowded Huangshan, foregrounding its Danxia landforms and Taoist culture. Saveable guides combined transport, a two-day, one-night route, photo stops and a stay at 自由家树屋世界 (Ziyoujia 'Free Home' Treehouse World), whose imaginative forest architecture supplied the lodging hook. A launch-event activation sat within a sustained posting drip.

The audience was urban professional women, affluent middle-class travellers and young families seeking a short Spring Festival break with nature, culture and a relaxed pace. Parent-child travel broadened the outdoor and lifestyle appeal. There was no discount, urgency device or explicit conversion call to action: the campaign concentrated on destination and accommodation consideration.