CityU’s Masterplan | CityU Students Win National Championship in Xi’an City Image Branding Competition with Project “Xian•Xi’an”

Organized by the Department of Communications and Public Relations of CPC Xi’an Municipal Committee, the National Finals and Award Ceremony of Xi’an City Image Branding/Design Competition were held in Xi’an on December 15, 2018. The events were part of the Xi’an City Image Branding Campaign. With its creative promotion planning, excellent marketing effects, and engaging live performance, CityU’s “Xian•Xi’an” Project won the championship of Xi’an City Image Branding Competition with the highest live performance score 1,406 after fierce competition. Team members of the project included Tu Yiran, Chou Yihan, Cui Junlong from Faculty of Business; Fan Xuan from School of Education; Wang Kun from Faculty of International Tourism and Management; Zhang Mingjie from Faculty of Humanities and Social Sciences; and pre-university program student Li Jialong. Professor Ge Mei from Faculty of Business served as project advisor.After careful selecting the first round of submissions of promotional and marketing plans from all across the country, 100 plans from over 70 universities in more than 25 provincial-level divisions entered the second round. Eventually, 12 groups from the following universities competed in the finals: City University of Macau (CityU), Xi’an University of Science and Technology, Southern University of Science and Technology, Wuhan University of Technology, Sichuan Normal University, Chongqing University of Posts and Telecommunications, Southeast University, Huaqiao University, Heilongjiang University, and so on. It is worth noting that CityU’s “Xian•Xi’an” Project ranked first with a score of 923 in the preliminary round amongst top 100 projects across the country. CityU’s “Xian•Xi’an” Project defines the “Culture of Three Xians” with three Chinese words: Xianming, Xianhuo and Xianmei. The literal translation of the three words are “distinct”, “alive” and “delicious”, while “Three Xians” is a triple pun referring to the three words, a way of describing three delicious ingredients in Chinese foods, and the similar spelling of the city “Xi’an”. The project demonstrates the history, culture, urban construction, economic development, delicious food, beautiful scenery and infinite vitality of Xi’an. Project team members traveled to Xi’an and shot lots of video and image materials before the competition, then continued the project with integrated promotion online and offline. They collaborated with CityU’s CityU Dancers dancing club, whose members incorporated Xi’an’s traditional culture and customs into street dance and put on a flash mob performance at Macao’s world heritage sites. With a theme of “Macao x Xi’an,” their performance caught the attention of local residents and tourists. The project, including street dance videos, were also promoted by universities, student associations, and local Macao media outlets. With these efforts, the project’s total number of hits and views on CityU's own platforms exceeded 100,000, with over 103,000 views on Tencent Video and more than 139,000 views on the viral mobile application Tik Tok. On the day of the finals, project members concluded their presentation with a highly creative rap performance, winning the applause and recognition from judges and other teams.Judges commented that the outcome and effect of CityU’s project was impeccable for a student team with very limited time. They hoped the team would bring more Xi’an culture back to Macao, and promote better knowledge and understanding of Xi’an among Macao locals.Students from over 150 universities in more than 30 provinces, autonomous regions and municipalities participated in the competition, whose promotional campaign reached over two million university students and more than ten million persons online.After the competition ended, project members of “Xian•Xi’an” attributed their championship to efficient teamwork, support from others’ past experience, technical assistance, creativity, originality, and encouragement from many universities, student associations and the society.  They also thanked CityU and its faculty members for providing them with a good environment for learning and self-development, which allowed them to realize their dreams and achieve personal fulfillment at CityU and in Macao. They are very proud for earning a positive reputation for CityU in the competition.CityU is committed to students’ diversified development by encouraging and helping them to showcase their talents and achieve personal fulfillment outside campus. By doing this, CityU hopes to nurture talents and play a vital role in Macao’s societal development and China’s national development.