On 21 September, Creative Advertising Year 2 students from the HBU-UCLan School of Media, Communication and Creative Industries visited China Lucky Group Corporation to undertake a study visit themed "Touching the Memory of National Industry, Exploring New Pathways in Brand Communication".

China Lucky Group Corporation, originating from a key project of China's First Five-Year Plan, is a long-established core state-owned enterprise among Baoding's "Eight Factories of the Western Suburbs", carrying a profound legacy of national industrial memory. Students toured the production workshops and the history exhibition hall, gaining a close-up understanding of the company’s development journey over more than seventy years of commitment to industry and continuous transformation and innovation. During the visit, Photographer Huaiyi Yin delivered a special lecture on film photography, sharing practical experience in advertising visual creation. The team also visited the company's new media live streaming room to learn on site about approaches to rejuvenating the brand communication of a long-established state-owned enterprise.

This practical activity connected the full chain of "study, observation, instruction and reflection", organically integrating professional practice, industrial culture education and ideological and political education. Stepping beyond the classroom, students gained insight into the spirit of national industry and clarified the contemporary mission of advertising students as communicators of national brand culture.

This activity promoted the deep integration of classroom theory with local industrial development. Students from our School will be encouraged to build on their professional strengths, and continue to explore Hebei's local industrial culture and professional creative sectors. They will continue to seek new forms of rejuvenated communication for domestic brands, tell China's brand stories well, and contribute their youthful energy to revitalising long-established national industries.