Executive summary
- Challenge
- A classic landmark stuck on nostalgia needed younger interest circles and durable social assets.
- Approach
- AI audience mapping · ACG/designer-toy KOL calendar · #OrientalPearlStaff KOS matrix.
- Value
- Shift from sightseeing check-in to interest social venue; 2025 city programs and Art Bund co-creation in press.
As “emotional consumption” reshapes travel, landmarks share one challenge: how to move beyond the “childhood memory” or “one-time check-in” label and enter young audiences’ everyday lifestyle context through digital marketing.
In 2025 JFM MEDIA partnered with Shanghai’s Oriental Pearl Tower on Xiaohongshu—moving past classic “announcement” comms toward AI-driven precision, KOL circle penetration, and KOS trust-building in one integrated program.
01
Strategic upgrade
Smart Tourism Thinking for Social Ecosystem
On Xiaohongshu, a mature lifestyle community, audiences look for “where to go this weekend” and “high-aesthetic check-in spots”—not scenic postcards alone.
At the strategy layer, the team deployed AI insight models and audience/circle profiling to reposition the tower from “sightseeing landmark” to a cross-cultural “emotional venue” and lifestyle answer—presenting modern family life and a contemporary trend landmark. That lens upgrades the brand through digital thinking.
02
Tactical break-out
Precision KOL Matrix Across the 2025 Calendar
Under the new tourism marketing paradigm, creator programs rely less on generic travel influencers and more on algorithm-led precision and circle penetration. The landmark was treated as a “trend IP container”; JFM combined platform resources with high-affinity vertical KOLs across key moments:
- March cherry blossom: ACG / Coser circles—Oriental Pearl as a real-world stage breaking the “dimension wall.”
- May–June toys & family: Stitch and Peppa Pig pop-ups, toy museum opening—vertical KOL deployment turning the site into an all-ages “mega playground.”
- August meme crossover: Mixue Ice Cream × “defense tower” meme—mass-audience buzz via playful, down-to-earth social tone (public notes led by topics and engagement; no single screenshot attached on this page).
- November IP peak: Chiikawa pop-up with targeted push—Gen-Z social carnival.
Through scene innovation and smart distribution, Oriental Pearl’s Xiaohongshu label became a constantly renewed “trend origin”—turning online attention into offline visits and spend.
03
Park IP & KOS
Staff Matrix · Intelligent Marketing Touchpoints
The test of digital tourism is sustainable visitor value. KOLs lift public buzz peaks; KOS (Key Opinion Staff) anchor service experience—the most innovative layer of this program.
KOS account matrix: Using AIGC and digital tools, staff roles received tailored accounts—“elevator lady” fit checks, “canteen lead” hidden-menu reveals, “cruise mate” life on the river…
Core topic: #东方明珠在编人员 (#OrientalPearlStaff). These human, staff-led accounts are live touchpoints in a smart tourism ecosystem; ongoing staff-perspective ops shorten psychological distance and turn short-term public traffic into long-term digital assets and community fans.
04
Playbook recap
Dual Wheel · KOL Break-out × KOS Asset Building
Oriental Pearl 2025 validates a path: scenic one-way display gives way to two-way ecosystem building—AI for insight, smart marketing for positioning, KOLs for circle break-out, KOS for trust.
JFM MEDIA holds that traffic must sit inside brand context; landmarks upgrade into “super containers” for lifestyle and emotional value, with architecture as the stage rather than the whole story.
- KOL crossover: Data-led matching in ACG, designer toys, and meme circles; top IP × landmark scenes create contrast-driven public events and peak buzz.
- KOS connection: Look inward for authentic staff personas; staff-native, playful storytelling replaces one-way official broadcasting.
- Ecosystem loop: Community-style KOS ops convert visitors into fans with deeper landmark affinity—moving beyond one-off ticket economics toward durable relationship value.
For landmark refreshes or circle break-out on Xiaohongshu, email info@jfmcompany.com with brand, sector, and timing. Scope and deliverables are confirmed offline; this site has no lead forms.
Case recap first published on WeChat (杰弗里数字科技). Public page shows authorized comms patterns and methodology only—not a performance guarantee.
FAQ
Case FAQ
What challenge did Oriental Pearl Tower’s 2025 digital refresh address?
Landmarks stuck as “childhood memory” or “one-time check-in” spots — in 2025 JFM partnered with Oriental Pearl Tower on Xiaohongshu with AI-driven precision marketing, reframing the tower from sightseeing icon to multi-cultural “emotion venue” and lifestyle solution, moving tourism marketing from one-way scenery to two-way ecosystem co-building.
How do KOL circle break-out and KOS staff matrices work together?
KOLs deploy on a 2025 calendar across vertical circles (cherry-blossom ACG/Cosplay, designer-toy family pop-ups, meme crossovers, Chiikawa flash events) for reach ceiling; KOS staff accounts run in first person — “elevator lady,” “cafeteria manager,” “cruise third officer,” etc. — with #东方明珠在编人员 (#on-the-payroll-staff) to convert public traffic into long-term digital assets.
What other public Shanghai tourism projects does JFM cite?
Besides Oriental Pearl Tower 2025 full-year marketing, public Shanghai work includes Huangpu Art Bund, Bund FTC content co-creation, and CIIE Huangpu pavilion. JFM was named Huangpu “Art Bund 2025 · Content Co-creation Partner” and is among Jiushi Group’s annual digital marketing providers. Scope follows public disclosures.
How does this tourism case map to JFM services?
This is Xiaohongshu integrated marketing for the tourism sector — AI audience insight, KOL vertical break-out, KOS matrix ops, integrated comms synergy, and performance review. HQ Shanghai Huangpu; national delivery for city landmarks and culture-commerce complexes.