Chongqing Musical Marketing Planning
- 洪琳 郑
- Dec 16, 2024
- 1 min read
Date: 2024.12.16
Role: Full campaign strategist, content structure design, and visual execution — independently produced from start to finish
Brief
Open the Curtain is a fully self-produced proposal designed to promote international musical theatre in Chongqing. Taking advantage of the cultural moment marked by the 60th anniversary of China–France relations and China–Italy cultural exchanges, the project introduces Western musical productions (Chicago, Notre-Dame de Paris) as catalysts to develop a musical theatre audience in Southwest China. The campaign includes event design, guided talks, offline activations, immersive experiences, and content strategies tailored to a younger generation of urban consumers.
Creative Concept
This project was developed, written, and structured entirely by myself. The campaign strategy connects international cultural diplomacy with local cultural development, and follows four main pillars:
Strategic Insight: Leveraging the 60th anniversary of China–France relations and musical theatre tours to bring global content into local attention.
Audience Strategy: Targeting urban females aged 20–35 while extending outreach to students, families, and cultural tourists.
Full-stack Content Planning: Combining events, panel talks, immersive experiences, interactive content, and media collaborations for deep engagement.
Platform-Ready Storytelling: Designed short videos, H5 tests, influencer reviews, and themed offline installations to maximize virality and cultural impact.
Visually and thematically, the campaign merges city landmarks with theatre iconography, turning the act of “watching a musical” into a curated cultural experience for a new generation.
Comments