---
title: "Mengniu Suibian's \"Attention Please, Tourists\" to Air, Kicking Off the Brand's Summer Entertainment Marketing Journey"
description: "On July 29, the premiere press conference for Zhejiang TV's \"Attention Please, Tourists,\" exclusively sponsored by Mengniu Suibian Ice Cream, was held in Hangzhou, building anticipation for the show's official debut on August 3. The collaboration between Mengniu Suibian and the show promises a summer journey full of deliciousness and joy, with a twist. Mr. Li He, Assistant Vice President of Mengniu Group and General Manager of the Ice Cream Business Unit, spoke at the event and offered his best wishes. During the interactive segment where celebrity guests handed out ice cream, Mengniu Suibian won over the audience with its delicious taste."
author: "New Distribution"
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published: "2019-07-30"
language: "en"
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# Mengniu Suibian's "Attention Please, Tourists" to Air, Kicking Off the Brand's Summer Entertainment Marketing Journey

> On July 29, the premiere press conference for Zhejiang TV's "Attention Please, Tourists," exclusively sponsored by Mengniu Suibian Ice Cream, was held in Hangzhou, building anticipation for the show's official debut on August 3. The collaboration between Mengniu Suibian and the show promises a summer journey full of deliciousness and joy, with a twist. Mr. Li He, Assistant Vice President of Mengniu Group and General Manager of the Ice Cream Business Unit, spoke at the event and offered his best wishes. During the interactive segment where celebrity guests handed out ice cream, Mengniu Suibian won over the audience with its delicious taste.

On July 29, the premiere press conference for Zhejiang TV's "Attention Please, Tourists," exclusively sponsored by Mengniu Suibian Ice Cream, was held in Hangzhou, building anticipation for the show's official debut on August 3. The collaboration between Mengniu Suibian and the show promises a summer journey full of deliciousness and joy, with a twist.

Mr. Li He, Assistant Vice President of Mengniu Group and General Manager of the Ice Cream Business Unit, spoke at the event and offered his best wishes. During the interactive segment where celebrity guests handed out ice cream, Mengniu Suibian won over the audience with its delicious taste. By the end of the press conference, the sponsorship had made a strong impression.

▲ Mr. Li He, Assistant Vice President of Mengniu Group and General Manager of the Ice Cream Business Unit, speaking about the collaboration
▲ Zhong Chuxi and Chen Xuedong handing out Mengniu Suibian ice cream, with a lively and enthusiastic audience response
▲ Mengniu Suibian ice cream won over countless fans on site with its delicious taste

It is worth noting that Mengniu Suibian Ice Cream captured the heart of the show's regular cast member, young actress Zhong Chuxi, with its delicious appeal, forging a connection between the fashionable actress and the trendy ice cream brand. At the press conference, Mengniu Suibian officially announced Zhong Chuxi as the brand's Chief Love Officer.

▲ Zhong Chuxi's role as Chief Love Officer for Mengniu Suibian Ice Cream officially announced

In addition to Zhong Chuxi, Mengniu Suibian's brand ambassador and popular new-generation idol Zhu Zhengting also participated in the show as a guest. At the press conference, Zhu Zhengting sent his best wishes via video.

▲ Promotional poster for Mengniu Suibian brand ambassador and Gongga Line guest Zhu Zhengting

**Targeting the New Generation: Engaging with Young People Through Entertainment Marketing**

As a key program for Zhejiang TV in the third quarter, "Attention Please, Tourists" is produced by the original team behind "Running Man" led by Yao Yitian. It is the first show to feature a format where celebrities and ordinary people travel together. In addition to Zhong Chuxi and Zhu Zhengting, the show also features stars such as Zhang Yuqi, Bosco Wong, Chen Xuedong, and Ouyang Nana. The travel theme, production team, and celebrity guests all appeal to young audiences. Mengniu Suibian, which has always engaged with young people, chose to partner with the show not only for its young viewership but also considering the many travel scenarios where ice cream is enjoyed and the show's youthful spirit. This collaboration is not only a major step for the brand to capture the young market but also a strategic move in entertainment marketing in an era where content is king. For the show, the addition of Mengniu Suibian's delicious ice cream enhances the summer travel scenes, offering viewers a delightful taste experience alongside the visual and auditory enjoyment, making the journey even more appetizing. The combination of "young love for eating" and "young love for watching" will jointly take over young people's summer.

▲ A star-studded cast with both popularity and buzz

**Step-by-Step Brand Personality Building and Continuous Innovative Marketing**

Beyond sponsoring "Attention Please, Tourists," Mengniu Suibian's 2019 marketing efforts have fully leveraged its youthful DNA. From announcing five idol ambassadors—Meng Meiqi, Wu Xuanyi, Zhu Zhengting, Huang Minghao, and Bi Wenjun—in March, generating over 100 million topic views in a single day, to the May launch of the online-to-offline "Scan to Travel to the Caribbean" campaign; from the April-June TVC online placement strategy to the July #一切随我变# (Everything Changes with Me) brand challenge on Douyin during the peak sales season. Mengniu Suibian has consistently understood the behavior and needs of young people, building its brand personality through deep and strategic marketing. It has become a "leopard"-style ice cream brand popular among the younger generation, allowing the 17-year-old "national leopard" to continuously unleash its cool energy and making "For chocolate ice cream, choose Suibian" a trendy mantra among young circles.

▲ Official announcement of ambassadors with over 100 million topic views in a single day
▲ Scan to Travel to the Caribbean campaign, connecting online and offline to boost sales
▲ Douyin brand challenge that takes coolness to the next level

Mengniu Suibian's "Attention Please, Tourists" will air on Zhejiang TV every Saturday at 8:30 PM starting August 3. In the show, Mengniu Suibian will be exposed through various means, including the verbal plug "For chocolate ice cream, choose Suibian," deep collaboration with Chief Love Officer Zhong Chuxi, brand ambassador Zhu Zhengting as a guest, and creative product placements. By leveraging the show's momentum, the brand aims to maximize its entertainment marketing impact. What more marketing sparks will this combination of celebrities and ordinary people bring to Mengniu Suibian, which is both delicious and cool? Let's wait and see!

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