During the Spring Festival of the Year of the Pig, Five-Star Jinliufu put up advertisements at more than 10 core airports and more than 30 junction high-speed rail stations, as well as in expressway service areas and toll stations and in the Wanda Plaza, LED screens in core business districts, and parking lots in more than 30 key cities all over the country. The advertising came in multiple media to reinforce the brand visibility in core markets. As for online efforts, the advertisements put on the ticket-grabbing APP of 12306 were integrated to target at key markets, plus more advertisements appearing when the Spring Festival Gala on OTT was begun, on the WeChat Moments, and on the platform of Jinri Toutiao. The target consumers were fully exposed to the advertisements in different scenarios as they “grabbed tickets, did Spring Festival shopping, returned to their hometown, watched the Spring Festival Gala, and had fun outside with their family.”