AT A TIME WHEN CONSUMPTION REGRESSION EXPERIENCES AND EMOTIONAL VALUES ARE INCREASINGLY DOMINANT IN PURCHASING DECISIONS, TRAVEL IS NO LONGER SIMPLY A “GO WHERE”, BUT ALSO AN EMOTIONAL PROJECTION OF “WHO GOES AND WHY”. ON THE EVE OF THE SEVENTH DAY OF 2026, KYOTO TRAVELED TO CAPTURE THIS TREND, JOINING FORCES WITH THE 5A TOURIST LAND IN SICILY LAKE, THE UNITED GOLDEN HOUSE BRAND, THE KING'S HEALTH, THE KING'S ELECTRIC HOME, ETC., TO CREATE A COLLECTIVE WEDDING MARKETING EVENT ON THE THEME OF “RURAL RIVERS, TRAVELING WITH LIFE”。
The site of the event, Lake Sarimu, is not only because of the extreme natural aesthetics of Beibowan and the mountains, but also because of the “life-long” love genes of the view area, which happens to be 1314 square kilometres. As one of the few areas in which marriage can be registered, the romantic attributes and ritual sense of Lake Serimu make it a natural choice for the place where the Seven Year Mountain Love Letters are paid。
From 15 August to 19 August, Kyoto traveled for five days at the landing of the Kool-Yo platform in Sarimu Lake and held a flashing event and a group wedding on the seventh night. The event was not only a highlight of the joint brands, but also marked another example of how Kyoto traveled on the “Travel scene + Whole Product Integration Marketing” track。
Global volume of sound detonation: line-to-line contact, all over the world, to the Mountain River
The first kilometre of marketing is “seen”. In the run-up period, Kyoto travel is not only associated with social media matrix numbers such as Selimu Park, gold brands, but also with the Kyoto Main Station and the Kyoto Mall Business Circle screen to launch the Collective Marriages All-Net Recruitment Program in parallel and to achieve full online coverage. The original image of Lake Serimu's IP, “Sifus”, which is deeply involved as a “well-being witness”, is based only on the image of the mountain fox as a healing system, which injects protégé and memory points into the event, making the topic “Go to Serimu Lake to get married” a hot topic。
Site experience landing: brand is scene, scene is narrative
Starting on August 15, the Kool-Chull view platform became the theme field of the Mountain Love Letter. Many brands, such as the Kyoto Travel Book, have built five thematic areas around the different dimensions of love life, opening up the 7x10 theme scenes for a quick-dissemination event, where all users who come to the lake can take surprises by participating in card-playing。
In the Love Protection Station, the gold brand, with the theme “Going to the wilderness with fresh life”, distributes well-drinking fresh milk as a “love conservation agent” to visitors on the ground. Long-lasting love needs to be preserved. The Internet red swings attract a large number of users to stay and take pictures of their cards. On August 19th, the collective wedding day, it offers a shadowing service, which is set for every fresh moment
In addition to this, the morning and evening halls record the good times of love; the wedding reception is dedicated to the wedding ceremony; the treasure box is no longer a problem for washing clothes; and the heart locks the door to the mountain lake to witness love vows. Brand advocacy and scene experience are integrated in this depth, allowing users to perceive brand temperature naturally in immersion interactions。
On 19 August, new recruits, recruited through the Internet, officially greeted their moment of light on the edge of Lake Serimu. The event opened with a warm signature to help new people relax and become familiar with each other and gradually integrate themselves into this unique seven-night pact, witnessed by the lake of light. This was followed by a formal romantic mass wedding organized by the lake wind and the snowhills, during which new people vowed to each other before Huan Bienbo to complete an important moment in their lives with a great sense of ritualism. At the end of the campaign, Kyoto gave a well-prepared greeting to every new generation, bringing the happiness of the mountain to bear their long years to come。
IN THIS “MOUNTAIN AS EVIDENCE” COLLECTIVE WEDDING MARKETING EVENT, KYOTO TRAVEL DEMONSTRATED NOT A SINGLE FLOW BUYING OR CAMPAIGN PLANNING, BUT A COMBINATION OF BRANDS, LANDSCAPE IPS, EMOTIONAL ISSUES AND USER EXPERIENCE OF GLOBAL INTEGRATION AROUND TRAVEL SCENES。
The innovation of travel in Kyoto is to re-establish the travel scene as the starting point and centre of consumption — the user being touched and served during the journey — while naturally experiencing live nutrition of gold, home-based imagination of washing machines, and the safety of smart locks. These brand messages are no longer “interrupted” users in advertising, but rather serve and experience “incorporated” users' happy moments。
When the industry discussed “how to reach the users”, Kyoto travel offered a new answer: go to the wilderness, go to the lake, go to every memorable place of life, and make the brand the silent side of the user's love story. Real scene marketing is never about putting brands in scenes, but about making them part of brand narratives。