Travel Nevada

SPOTLIGHT: Travel Nevada’s Creative Pop-Up Targets China’s Globetrotting Millennials

Alina Xiang
President & CEO
September 25, 2019

It’s no surprise China’s globetrotting millennials are seeking authentic travel experiences that garner social currency in today’s selfie-sharing generation. With influencer FAM trips a popular and effective way to showcase more in-depth, “off-the-beaten” path adventures, East West Marketing also seeks unique and creative alternatives for our clients’ brand building efforts.

Burning Man in Nevada is a great example of a grand and awe-inspiring travel experience. Once a year, tens of thousands of people gather in Nevada’s Black Rock Desert to create Black Rock City, a temporary metropolis dedicated to community, art, self-expression, and self-reliance. This experimental community challenges its members to rely on themselves to a degree that is not normally encountered in one’s day-to-day life.

While one must participate to truly understand this event, our team pushed creative boundaries to erect a Travel Nevada pop-up experience for Chinese millennials attending the 3rd Muzen Radio Renaissance festival (Aug 23-25, 2019) in a coastal city near Beijing. The host, Muzen Audio, a rising brand of retro-inspired speakers and radios, hosts this annual gathering in locations around the world. Each year, 20-30 leading singers, DJs, poets and musicians are invited for a 48-hour non-stop live radio broadcast while artists setup temporary sculptures.

China’s event brought together artists, media, and other invited guests to a limited-capacity setting creating an intimate environment for the community to engage. In two days, over 1,500 visitors and 40 influencers from the travel and outdoor industry came together garnering more than 8 million online listeners. Not only did our creative display showcase Burning Man, but also Travel Nevada’s road trip resources of things to see in-and-around Reno Tahoe USA. This mini Burning Man experience prompted us to explore a deeper cultural connection and an impactful brand building opportunity.