China has long been known for its rich culture and magnificent landscapes. Guizhou province has partnered with Great Big Story to unveil the hidden beauty of the southwestern part of the country.
Great Big Story, the distributed video storytelling network launched by CNN and Turner in 2015, CNNIC and its branded content studio Create worked side by side with Guizhou to deliver an authentic storytelling campaign that aligns with the destination’s perception of the Chinese culture.
Dubbed Take Me There Guizhou, the four-part editorial video series was produced by the Great Big Story team, accompanied by one branded video from Guizhou about the national liquor of Maotai produced by Create.
Two videos introducing Guizhou single-bamboo drifting and Miao embroidery have been released:
Take Me There Guizhou is accompanied by a three-month branded content partnership established by CNN International Commercial (CNNIC) and Guizhou. This is part of an exclusive integrated campaign on CNN TV and digital as Guizhou aims to reach international travellers by unveiling the surprising parts and the hidden beauty of China.
“This is a truly unique partnership – the first time a Chinese province is partnering with Great Big Story,” said Sunita Rajan, senior vice president, advertising sales, Asia Pacific, CNN International Commercial.
“We are honoured that Guizhou partnered with CNN and Great Big Story for such a bold and modern campaign, which aims to attract both the younger, curious audiences on Great Big Story and the established affluent business travellers via CNN.”
Since November, Great Big Story has been telling stories about the Chinese province Guizhou to over 10 million multi-platform followers through its mobile apps and website, streaming media devices (Apple TV and Roku) and across social media, including YouTube, Twitter, Facebook and Instagram.