Yongding Tulou in Big Fish and Begonia: pay attention to three-dimensional marketing has been implanted into a number of movies and TV dramas

Original title: Innovation, protection, development, promotion of the global upgrading of the earth building "Uncle""Yongding Road"

"lens closer, in the light green misty rain, a circle of circular tile roof ring set, red lanterns lit up one after another, time began to become long and long." This is a picture from the animated film "Big Fish Begonia" released nationwide on July 8. In the film, Yongding Earth Building in Fujian Province, one of the classic scenes of the world cultural heritage-once again stunned the national audience.

"We have always paid great attention to three-dimensional marketing, and film implantation is one of them." When talking about whether "big fish begonia" will trigger a new round of "earth building tourism fever," Lin Ruju, director of Yongding District Tourism Bureau, replied with a smile that Yongding tourism has developed rapidly in recent years, all thanks to the unremitting efforts of earth buildings in brand building, scenic spot development and protection, and global tourism development. "Yongding earth building is a precious wealth left by Hakka ancestors. Our goal is to go abroad and go to the world to become one of the most beautiful business cards in Fujian and even China."

1. On the eve of the release of "Uncle Tulou" and

"Big Fish Begonia," the tourism director of innovative marketing methods published an article on Weixin Official Accounts of Yongding Tulou Scenic Spot inviting Uncle Tulou to attend the premiere ceremony. He used the momentum of the film to publicize and told the origin of "Big Fish Begonia" and Yongding Tulou. On July 8, on the day of the film's release, Weixin Official Accounts released the news that Yongding Tulou spokesman "Uncle Tulou" was invited to attend the premiere ceremony,"Big Fish Begonia" called you back to your mother's home, and displayed Yongding Tulou in the film; On July 11, the fourth day after the film was released, Weixin Official Accounts issued a recruitment order to make an appointment with tourists to find the film's protagonist "Chun" girl in Yongding Tulou. Marketing propaganda is closely linked, very careful. Reporters search found that in addition to Yongding Tulou scenic spot's own Weixin Official Accounts, Ctrip, Tongcheng, Sina and other tourism enterprises have also pushed Yongding Tulou related products on their official websites and public accounts by means of movies.

"In addition to traditional travel agency marketing and on-site promotion, we have also used various channels and methods such as network, word-of-mouth, self-media, film and television drama implantation, etc. to expand the depth and breadth of Tulou tourism marketing with brand-new marketing concepts and modes in low-cost marketing modes such as OTA, O2O and B2B, and to transform to three-dimensional marketing." When it comes to the three-dimensional marketing method of Yongding Earthen Building, Lin Ruju, director of Yongding District Tourism Bureau, is as precious as a few treasures.

"There are many films and television works that come to Yongding Earth Building for filming, such as One Step Away, Red Cradle, Earth Building Adventure, Hakka Mother, Lower Nanyang, Hakka Wind and Cloud, etc." When talking about Yongding Earth Building's achievements in film and television drama implantation, Lin Ruju's pride is expressed in his words."In recent years, Yongding Earth Building has been on CCTV's screen many times, landing CCTV's Spring Festival Gala public service advertisement" Chopsticks ", the special program of the Spring Festival of the Year of the Monkey" Overlooking Spring ", the shooting of the" May 1 "special program" Labor Forges the Chinese Dream ", focusing on the beautiful scenery of Hakka Earth Building and the hard-working Hakka people; At the same time, CCTV 4's "All over China" also broadcast "Yongding returns not to eat cattle" and "Cow full of earthen dishes" during prime time, and recently also filmed "Star Kitchen Assembly."

"The ultimate goal of film and television implantation is to promote Hakka earth buildings with Hakka culture as the selling point, so not all films and television dramas are suitable for shooting in Yongding earth buildings." Lin Ruju said that the theme of film and television drama must be consistent with Hakka's profound cultural inheritance and family feelings. It is reported that there has been a certain "small fresh" wind film want to take a scene in Yongding earth building was rejected, Lin Ruju felt that the plot and rural culture and family feelings are not very integrated.

In addition to various channels of publicity, Yongding Tulou Scenic Spot also played a "net red" effect, launching a cute spokesperson "Tulou Uncle"-Lin Ruju. "Now many people don't call me by my name anymore. They call me 'Uncle Tulou.'" Lin Ruju said cheerfully that this name conforms to the dissemination characteristics of modern society, popular and easy to remember.

"I often use Uncle Tulou's name to share the new developments of Yongding Tulou on the public account and in the circle of friends, and broadcast the new changes of Yongding Tulou live. Everyone likes it very much." Lin Ruju told reporters that as a native Yongding earth building Hakka, he has persistent feelings for his hometown. "Uncle Tulou has an ideal in Tulou, that is, to contribute to the tourism industry of my hometown, so that more people know Yongding Tulou and know that my hometown is so beautiful."

2. Development does not forget the original intention. The villagers hold the "golden rice bowl"

. In the process of development, many tourist attractions will encounter the problem of how to coordinate the relationship between development and protection. Yongding Tulou, as a world cultural heritage, is no exception.

"In this respect, we have always adhered to the principle of protecting earth buildings through tourism development of earth buildings." Lin Ruju told reporters,"First, we must reach a consensus with the masses, let everyone realize that the earth building is a precious wealth left by the ancestors to the Hakka people, and need to be well protected; Second, benefit sharing, Yongding earth building scenic spot will take out part of the ticket income every year to share with the scenic spot masses, so that everyone realizes that only by protecting the earth building can we have a better life; Third, through tourism development to achieve the protection of the earth building." When the tourism industry develops well, villagers will truly realize their dream of becoming rich through tourism development, and they will take better care of the earth buildings. Only then can the scenic spots have more financial resources to protect and repair the earth buildings." It is reported that Tulou Company will spend more than 20% of ticket revenue on the protection of Tulou every year.

According to introduction, Yongding tourism development has brought a large number of tourists to the scenic spot, local people have tasted the sweetness from participating in tourism management, the per capita net income percentage of the scenic spot people increases by double digits every year, the enthusiasm for returning home employment is constantly rising, the production and living conditions are gradually improved, and the local people have taken the tourism "golden rice bowl". Yongding District Party Committee and District Government actively guide the masses in the scenic spot to further understand the precious value of earth buildings, actively apply to the cultural relics department for maintenance, apply for more and more cultural protection units, and consciously protect the enthusiasm and initiative.

"Tulou and Hakka culture are the foundation of our tourism development, so the protection of Tulou and cultural inheritance are always our top priorities." Lin Ruju said,"In addition to mobilizing the masses to protect spontaneously, We have also established earth building protection management agencies, Formulated protection management measures, Innovative earth building protection research methods, Encourage residents to live in their original houses, Restore the most authentic Hakka earth building culture." It is reported that Yongding has set up the first county-level cultural relics bureau in Fujian Province, and set up the Fujian Tulou Protection, Management and Utilization Committee in Yongding District. It has established a three-level management mechanism at district, township (town) and village levels. It has also set up a township Tulou Protection and Management Office, Tulou Fire Squadron, Scenic Spot Tourism Management Squadron and Construction Supervision Squadron to strengthen the protection and management of Tulou. A series of normative documents, such as the Protection and Management Regulations for Fujian (Yongding) Earthen Buildings and the Protection and Management Regulations for Yongding County Earthen Buildings Tourist Attractions, have been formulated to improve the management system; for the first time in China, laser three-dimensional mapping technology has been used to establish a three-dimensional digital model for Fujian Earthen Buildings_Chengqi Building, effectively solving the problem of difficult observation of the overall deformation of ancient buildings, etc.

3. Tulou is not "earth" leisure and health products.

Under the active development, effective protection and deep excavation, the tourist reception volume of Yongding Tulou Scenic Spot has continued to grow. In 2015, it received 5.5728 million tourists, an increase of 16.1% year-on-year; 2.4073 million overnight tourists, an increase of 14.5% year-on-year; and the total tourism revenue was 4.452 billion yuan, an increase of 18.4% year-on-year.

"In 2015, Yongding was successfully selected into the list of the first batch of national tourism demonstration zones. This is not only an affirmation of Yongding tourism development, but also brings us new ideas and requirements." Lin Ruju said that 2016 is the beginning year of the implementation of the "Thirteenth Five-Year Plan" and the key year for the implementation of supply-side structural reform. Yongding Tulou will also closely focus on the goal of building an international tourism destination. In accordance with the strategic decisions of Longyan Municipal Party Committee and Yongding District Party Committee and District Government, it will fully deploy various tasks, vigorously promote project construction, enrich tourism products, standardize market order, enhance civilization awareness, and do a good job in tourism.

According to introduction, Yongding Tulou Scenic Spot has quantified and projectized the tourism development work of the whole region, formulated "Longyan City Yongding District Tourism Industry 13th Five-Year Plan Special Plan,""Yongding District to establish a national tourism demonstration zone implementation plan" and other plans, further clarified the short-term work objectives. At the same time, a global tourism working group with leaders in charge of the district government as the group leader and relevant personnel of the Tourism Bureau, Tulou Management Committee and Tulou Company as members has been established to fully promote the transformation and upgrading of tourism industry in Yongding District, improve quality and increase efficiency.

"In recent years, we have focused on making the brand bigger and stronger, vigorously consolidating the foundation and supporting facilities, investing nearly 2 billion yuan in the 65-kilometer tour road around the Tulou scenic spot and the Hucheng Expressway have been completed and opened to traffic; Fujian Tulou Hakka Folk Culture Village with an investment of 340 million yuan, covering an area of 122.4 mu and a construction area of 80,000 square meters, and the two tourist service centers of Gaobei Tulou Wang have been put into use; Fujian Tulou Style Street with an investment of 210 million yuan and a construction area of 59114 square meters was officially put into operation." Lin Ruju said that Yongding scenic spot, relying on the county seat, has successively introduced a large number of tourism projects such as Hakka ancient towns with a total investment of 3.2 billion yuan, Tianzi hot springs with a total investment of 2 billion yuan, dream earth buildings with a total investment of 800 million yuan, earth building natural museums with a total investment of more than 200 million yuan, etc. These projects have added new tourism consumption points to Yongding, extended the stay time of tourists, and the transition from transit tourism to overnight tourism has become increasingly obvious, forming "understanding Hakka, viewing earth buildings, enjoying culture, The "Food, Hot Spring and Ancient Town" series of differentiated tourism products accelerated the transformation from a single sightseeing tour to a sightseeing, leisure, health and holiday complex tour, and walked out of a "Yongding Road" featuring "the road of transformation and upgrading, the road of cultural and tourism integration, and the road of global tourism".

"In the future, Yongding will, in accordance with the system transformation proposed by the district party committee and the district government, accelerate the economic transformation and promote the change of style, vigorously implement the strategy of" ecological establishment area, strong industrial area, cultural tourism development area and stable agricultural area ", highlight the development focus of" industrial entrepreneurship, agricultural excellence and cultural tourism innovation ", comprehensively build a new Yongding with entrepreneurship and innovation, and focus on cultural tourism as a pillar industry of Yongding. Therefore, we should also focus on promoting in-depth cooperation with Wanda Group and cultivation of Yongding earth building listing to enhance comprehensive competitiveness; Accelerate the improvement of product system to ensure the launch of Fujian Yongding Hakka earth building traditional culture research and education products in 2016; Support rural tourism and speed up the establishment of rural tourism brand; Expand red tourism, transform and upgrade the old site group of gold sand, and actively promote the development and construction of Zedong Building; Deepen cultural connotation and inherit and carry forward Hakka culture; Improve the quality of accommodation, strive to improve tourism reception capacity; promote the development of smart tourism, create smart tourism scenic spots..."Lin Ruju flipped through his workbook, counting items one by one.

Editor: Nancy