History:
The ancient water town Wuzhen boasts almost two thousand years of its impressive cultural heritage and history.

The serenity and subtle beauty of Wuzhen compliment the simple lifestyle and rich tradition of the town. For example, the Blue Cloth Workshop, where handspun fabric is dyed with traditional techniques.

Cloth dying aside, there is also traditional alcohol distilling and wood carving to capture the intrigue of tourists. It also hosts the former residence of Mao Dun, which is open to the public.
Problem:
The town needed to find a way to distinguish itself from other seemingly similar ancient towns in the vicinity: like Zhouzhuang, Tongli, Xitang, Nanxun and Luzhi.

Wuzhen realized that it needed some professional expertise to effectively capture and market its unique identity.

Personal Touch:
We concentrated on the people of Wuzhen, realizing that it was the personal aspect of the town that would really make it marketable and appealing to tourists.

The local people’s pride in their heritage and customs – shown through their ceaseless involvement in the local festivals and their commitment to the old customs like wood carving and traditional foods – that sustain the spirit of the town.
Success:
Approaching from the right angle was key to our success. We managed to effectively capture and market Wuzhen’s unique character without harming its integrity.

The success of the campaign is evident in the response from the tourism industry.

The annual income and revenue of the town skyrocketed that year and continue to do so.

Most importantly though, people come from all over to enjoy and share the spirit of the town and its people.