Everyone has an image of China – about its people, landscapes and cuisine. To bring those images to life, Great Big Story has traversed the Yelang Valley, attempted single bamboo drifting in northern Guizhou, and even sampled the delights of national liquor of Maotai.
Great Big Story, the distributed video storytelling network launched by CNN and Turner in 2015 – parachutes viewers through its digital channel Take Me There to extraordinary places, subcultures and events in some of the most breath-taking places on Earth. Since November, Great Big Story has been telling extraordinary, untold and incredible 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.
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. The Take Me There Guizhou four-part editorial video series is produced by the Great Big Story team, accompanied by one branded video from Guizhou about national liquor of Maotai produced by CNNIC’s branded content studio Create. Together, Great Big Story, CNNIC and Create worked side by side with Guizhou to deliver an authentic storytelling campaign that aligns with the destination’s perception of the rich Chinese culture.
“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.”