cover news reporter said
"Hello friends, I am Xiao Zhan, I am in Chongqing, please help the C-position debut in my hometown..."
Among the overwhelming "culture and tourism volumes", "Chongqing Culture and Tourism" official The account was launched with "King's Blast" - inviting Xiao Zhan, a top player in the domestic entertainment industry, to record a video promoting his hometown of Chongqing, which instantly put Chongqing's cultural tourism on the hot search list.
"Xiao Zhan promotes his hometown of Chongqing" "Xiao Zhan promotes Chongqing cultural tourism" "Chongqing cultural tourism brought Xiao Zhan here"... A series of related entries have occupied the hot lists of major social platforms.
Praising messages such as “As soon as Xiao Zhan came out, Chongqing Culture and Tourism won a lot of money” appeared one after another under the official account of “Chongqing Culture and Tourism”. In fact, this is just a move of Sichuan and Chongqing Cultural Tourism’s "Shu Daoshan" in the current "Cultural and Tourism War" caused by Erbin.
In order to retain the local "red pandas" and "little hot pots" and allow the big brothers and sisters from Erbin to go south, Sichuan and Chongqing cultural tourism good CPs have joined forces in many ways to "draw flowers" from cultural and tourism departments across the country. The propaganda war has reached a new peak.
Erbin cultural tourism has become popular, and Sichuan and Chongqing cultural tourism departments are anxious
During the 2024 New Year's Day holiday, the popularity of Harbin's ice and snow tourism continues to rise, and related cultural and tourism news frequently appears on hot searches, and it can be said to be a well-deserved "top trend". Subsequently, the director of Harbin Acheng Culture and Tourism Bureau took the stage to perform various tricks such as subject three, which forced cultural and tourism departments across the country to "face up" and "roll up".
Hebei Culture and Tourism listened to the advice and changed its name and updated more than 70 videos in a single day; Jiangsu Culture and Tourism and Shanxi Culture and Tourism followed closely and released videos to "push the battlefield"; Shandong Culture and Tourism, Anhui Culture and Tourism, Xinjiang Culture and Tourism, etc. all " "Shouting Mai" came on stage and became a "conspicuous package"... When the fierce battle between
was particularly fierce, how could Chongqing, as an 8D magic city, turn a blind eye and lose the popularity in vain, so it "joined the battle overnight".
Chongqing Cultural Tourism account continuously updates video content.
However, Chongqing Culture and Tourism also thought of "courtesy first, then attack" and sent "Erbin" a "return gift" - Chongqing "Small Hot Pot" to have a cordial and friendly exchange with Erbin.
But in the "volume war", how can you be too polite?
On the evening of January 12, the staff of "Chongqing Cultural Tourism" who were far away in Harbin were suddenly disconnected and "lost contact" during the live broadcast. At 10:25 that night, "Chongqing Culture and Tourism" urgently updated the video to respond to "the mobile phone was frozen and shut down during the live broadcast", and said that it was "anxious to score points" and called on netizens to collect "golden ideas" to promote the mountain city of Chongqing.
"We were really anxious at that time. Cultural and tourism departments across the country were doing some fancy things, and we also wanted to make some highlights."
Zhang Dan, deputy director of Chongqing Culture and Tourism Information Center, told the cover news reporter, At that time, the staff also had the idea of giving it a try and showed their "eagerness" to netizens, but they had an unexpected gain - "Chongqing Cultural Tourism is Urgent" rushed to the hot list.
"The main thing is to be sincere and tell netizens frankly about our difficulties instead of hiding it. Judging from the communication effect, it is very good. It once again confirms that netizens are reasonable and willing and active to communicate with the official Interaction. We will also closely follow the voices of netizens to think about the next release content." Zhang Dan said that netizens this time did not "fake fights" and gave their full support and made suggestions for Chongqing's cultural tourism.
also started from this moment. With the support of the majority of netizens, Chongqing Cultural Tourism and Sichuan Cultural Tourism, which jointly built the Bashu Cultural Tourism Corridor, interacted hand in hand while chatting with CP. At first, they "borrowed fans from each other" and then shouted "Can't sleep" . He played with all kinds of hot internet memes and came up with some unique ideas in this "promotion war".
Cultural tourism accounts in Sichuan and Chongqing interact closely.
The most intuitive thing is that the official account of "Chongqing Culture and Tourism" has rapidly increased its followers, with an average of nearly 200,000 followers per day. The cover news reporter noticed that the official account of "Chongqing Culture and Tourism" on a certain social platform had less than 300,000 followers on the 14th, rose to 474,000 on the 15th, and rose again to 670,000 on the 16th.
"This interaction between the official cultural and tourism accounts of Sichuan and Chongqing is also the most frequent and united official interaction between the two places so far. It is the best practice in building the Chengdu-Chongqing twin-city economic circle and the Bashu cultural tourism corridor. ." Zhang Dan said. At the same time, the lively interaction between the official accounts of Sichuan and Chongqing Cultural Tourism is also based on the close contact between the two parties.
In 2023, the cultural tourism departments of the two places jointly launched the "One Million Employees Travel to Bashu" cultural tourism activity to benefit the people, and this activity will continue to be promoted. Next, the cultural tourism departments of Sichuan and Chongqing will also work together to launch new promotional content in a timely manner based on new Internet hot spots.
Heeded the advice of netizens and "shoveled" Chongqing into top promotions
Just after Hebei Cultural Tourism invited Zhao Liying and Henan Cultural Tourism strongly invited Wang Yibo, netizens also shouted that "Chongqing Cultural Tourism" should hurry up and invite Xiao Zhan , Wang Junkai, Wang Yuan, Chen Kun, Zhang Jin and other Chongqing celebrities came to help.
"The voices of netizens were too fierce, and the invitation to Xiao Zhan to help was also decided on the same day (January 14th)." Zhang Dan said that after paying attention to the persuasion of netizens on the 14th, the staff of "Chongqing Cultural Tourism" Contacted Xiao Zhan's agent with "thunder speed".
After communication, Xiao Zhan and his management team agreed that Chongqing Cultural Tourism should use Xiao Zhan’s portrait rights and re-edit and process a video material of Xiao Zhan’s previous promotion of Chongqing and release it in response to the affectionate calls of netizens. This is what was mentioned at the beginning of this article, when Xiao Zhan "recorded" a video to promote his hometown of Chongqing.
Chongqing Cultural Tourism "swung out" Xiao Zhan to help.
is indeed the "king bomb". Now when Xiao Zhan is mentioned on social platforms, netizens will think of Chongqing and "Xiao Zhan promotes his hometown of Chongqing."
Netizens commented after Chongqing Cultural Tourism "swung out" Xiao Zhanzhan.
In the next two days, "Chongqing Culture and Tourism" successively released videos of support from Chongqing celebrities such as Jiang Qinqin, Wang Junkai, Wang Yuan, Chen Kun, Li Gengyun, etc.; it even invited the main creative actors Tang Guoqiang, Xu Wenguang, and Guo Guangping who came to Chongqing to film the TV series "For Tomorrow" , calling for Chongqing at the filming scene.
At the same time, "Chongqing Cultural Tourism" also brought the cultural and tourism authorities of various districts and counties into the "battlefield". Rongchang, Tongnan, Nanchuan, Fuling, Wanzhou... organized groups to show off the beautiful scenery and delicious food.
"Next, we have prepared more surprises and are waiting to meet netizens across the country. Everyone is welcome to come and play in Chongqing." Zhang Dan said.
Sichuan and Chongqing Cultural Tourism’s “Enlargement Strategy” promotion
What we want is for the Bashu Cultural Tourism brand to be brighter
The craze of Sichuan and Chongqing Cultural Tourism’s joint “revitalization” has attracted the attention of experts and scholars. Luo Zibo, chief expert of the Yangtze River Tourism Research Base of the China Tourism Research Institute and director of the Chongqing Cultural Tourism Development Research Center of Chongqing Second Normal University, believes that the construction of the Chengdu-Chongqing twin-city economic circle and the construction of the Bashu Cultural Tourism Corridor are both national strategies. This joint publicity and promotion by the cultural and tourism departments is a concrete manifestation of the response to the national strategy and has re-brightened the Bashu cultural tourism brand."
Bashan is connected to Shushui, and Sichuan and Chongqing are one family. Since ancient times, Sichuan and Chongqing have been connected by blood and culture, and share the same historical and cultural heritage of Bashu.
"The Sichuan-Chongqing region is the place with the richest cultural tourism resources in the central and western regions and even in China, including Wushan ape man, Jinsha ruins, stone carving culture, anti-Japanese war culture, etc. The cultural tourism resources are very abundant. It can be said that this time Sichuan and Chongqing cultural tourism have joined forces It's like 'two swords combined.'" In Rossberg's view, although Chongqing and Sichuan are separated by administrative divisions, geographically and culturally, the two places have always been one.
also holds the same view, as well as Li Yong, director of the Chongqing Frontier Regional Economic Research Institute. "Both Sichuan and Chongqing are the same in terms of geography and eating habits. Previously, Sichuan and Chongqing were more integrated industries. Now the cultural and tourism departments of the two places have taken this opportunity to integrate the cultural and tourism resources of Bashu. , forming an overall 'combat'." Li Yong said.
In order to make the "eyeball economy" popular, experts suggest that on the basis of showing the regional characteristics of Sichuan and Chongqing, cultural tourism practitioners should continue to explore the unique cultural charm of the industry, create an export brand image, and demonstrate the cultural confidence of Bashu.
Hongyadong, Chongqing. According to Xinhua News Agency
"Although the current tourism market is huge, this does not mean that 'Internet celebrity' is a long-term and sustainable attraction. What 'Internet celebrity' brings is only an 'eyeball economy'. It lacks deep cultural added value." Rossberg gave an example, "Just like Hongya Cave in Chongqing, why it has always been so popular is not only due to its unique stilted building architecture, but also to the new construction based on this. The creativity of the times gives it a unique brand image."
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