The tourism industry in Yangzhou City usually splits into peak season and off season with distinctly difference; however, this summer a large-scale open-air landscape performance “The Moon River” was a hit in the off season.
So far it had a full house for every performance. Why? He Xiaobin, the project leader of the performance revealed the secrets.
Diversified marketing promotion
Yangzhou citizens are familiar with “The Moon River” performance because marketing promotions for it can be seen everywhere: bus stations, light boxes, outdoor large screens, and so on. Ever since the first day that it was launched in Yangzhou, it has attracted people’s eyes by various means.
This summer, “The Moon River” found a new way and launched colorful marketing promotion activities instead of pure advertising in the past. Especially, the free performance for primary and secondary school students in the city during the summer vocation (combined with awarded writing competition) saw unexpected good effect. The number of audience on the first free day exceeded 1,000, and it had a full house on July 8. The majority of parents and teachers saw the show said that such a performance was of great sense, and it not only enriched kids’ summer vacation, but also helped them improve writing skills.
Low ticket price
There were three kinds of performance tickets, and the lowest price was RMB 220 per ticket. But this summer the ticket price for Yangzhou community residents, students and their parents dropped to RMB 50.
It’s said that the price is given at a loss, just aiming to thank the support of Yangzhou citizens to local performance industry.
Since the launch of “The Moon River” on September 18, 2013, this is the first summer for the performance. It has been built into a splendid audio-visual feast.
Joint promotion ways
Now you can order the ticket of “The Moon River” online. There are various packages for you to choice, for example, combination with star-rated hotels, with famous restaurants, and with economic hotels. Before the summer, “The Moon River” talked with many businesses and decided many promotion packages with scenic spots, hotels, and restaurants, to bring more choices and more benefits to tourists. Partner hotels include both star-rated hotels and common hotels, and the total number of partner hotels in urban Yangzhou is close to 100. Dozens of guests will come to see the performance through this channel on workday.
Good service, high reputation
In consideration of the seasonal features of summer, “The Moon River” changed performance beginning time to 8pm, and decided no performance on Monday so that players can rest and the equipment get repaired and maintained. Players can discuss performance details during this time to ensure better quality and effect. Mosquitoes are annoying in summer, so service staff prepared mosquito repellent, essential oil as well as disposable raincoats for the audience. It is said that quite a few audience took their relatives or friends to watch the performance. This shows that “The Moon River” has been recognized by local citizens.
“The Moon River” performance has become a pearl of Yangzhou’s tourism industry in summer.