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Gala for Super Bowl
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Hangzhou launched a marketing campaign during the Super Bowl gala show and awarded a lucky winner with a free trip to the city.
During the gala of America’s biggest sporting event, more than 400 screens played a video promoting Hangzhou to the 40,000-people-strong audience. Chinese-style decoration was also seen in the stadium as the Super Bowl Sunday fell on Chinese New Year.
A “selfie” photo contest awarded one lucky American winner with a free trip for two to Hangzhou valued at US$12,000, selected from thousands of visitors who took photos with the West Lake, the Grand Canal, and Lingyin Temple in front of a green screen.
As part of the campaign SuperHangzhouSweeps, the iconic media celebrity Liam Mayclem will travel to Hangzhou in March to film a 90-second vignette airing on CBS in New York, Los Angeles and San Francisco.
The comprehensive partnership also includes commercial broadcasting on CBS, with a special Hangzhou TV commercial airing 300 times to increase US viewers’ knowledge of the destination.
Historically recognized as a meeting place for artists and poets seeking inspiration from Hangzhou’s idyllic West Lake, the city is now internationally recognized for its thriving tech industry and most notably, as home to tech giant Alibaba.
In 2015, Hangzhou received 123.82 million visitors, rising 13.5 percent over 2014. Among them, 3.42 million were from abroad, up 4.73 percent over the year before. The city’s tourism revenue jumped 16.7 percent year on year to 220 billion yuan (US$33.85 billion).
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