Key words: Global Stars, Suzhou Cultural Tourism, Outdoor Advertising Placement, DOOH, digital billboard, billboard advertising
Abstract: By precisely placing advertisements on the large screens at Westfield Shopping Centre in London, UK, and 155 Queen Street in Auckland, New Zealand, the exquisite “Suzhou-style” aesthetics were successfully brought into the international mainstream, achieving a dual enhancement of cultural dissemination and brand influence.
Suzhou, an oriental water city steeped in gardens, ink painting, and silk, carries a cultural heritage spanning 2,500 years. “Suzhou-style” aesthetics is not merely an architectural and artistic style, but also a refined and elegant philosophy of life. However, in the fiercely competitive international tourism market, how to make this unique oriental charm stand out and attract more overseas tourists is key to the international communication of Suzhou’s cultural tourism brand.
Global Stars selected large screens in prime commercial districts in the UK and New Zealand for Suzhou’s cultural tourism, spanning both hemispheres to ensure maximum advertising effectiveness.
· North Totem Screen at Westfield Shopping Centre, London, UK
Located in one of Europe’s largest and most vibrant shopping centers, it is a shopping and leisure hub for Londoners and global tourists. This area boasts massive foot traffic, a high-spending audience, and a strong interest in high-quality cultural and tourism products.
· LED screen at 155 Queen Street, Auckland, New Zealand
Queen Street is Auckland’s heart of the city’s commercial district, often referred to as the city’s “Golden Corridor.” The large screen at 155 Queen Street occupies a prominent position along this corridor, reaching tens of thousands of commuters, local residents, and international tourists daily. Choosing this economic powerhouse in the Southern Hemisphere effectively balances the global strategy, extending Suzhou’s appeal to the Oceania market.
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