Yongding Tulou in big fish and Begonia: focusing on three-dimensional marketing has been implanted in many film and television dramas

"The ultimate goal of film and television implantation is to promote Hakka Earth Buildings with Hakka culture as the selling point, so not all film and television plays are suitable for shooting in Yongding Earth Buildings." Lin Ruju said that the theme of film and television plays must be consistent with the profound cultural heritage of Hakka and the feelings of home and Country contained

Original title: innovation, protection, development, and promotion of the "Yongding Road" of the earth building "Uncle" < /p > "Zoom in. In the light cyan misty rain, circles of round tiled roofs cover each other, red lanterns light up one after another, and time begins to become long." This is a picture from the animated film "big fish and Begonia" released nationwide on July 8. In the film, as one of the classic scenes of the world cultural heritage - Fujian Yongding Tulou once again stunned the national audience

" we have always attached great importance to three-dimensional marketing, and film and television implantation is one of them. " When talking about whether "big fish and Begonia" will trigger a new round of "Tulou tourism fever", Lin Ruju, director of the Tourism Administration of Yongding District, laughed and said that the rapid development of tourism in Yongding in recent years has all benefited from the unremitting efforts of Tulou in brand building, scenic spot development and protection, and global tourism development. "Yongding Tulou is the precious wealth left by Hakka ancestors. Our goal is to go abroad and go to the world, and become one of the most beautiful business cards in Fujian and even China."

< Strong>1. Innovative marketing methods. The director of tourism became "Uncle Tulou" < /strong > < /p > On the eve of the release of "big fish and Begonia", the wechat official account of Yongding Tulou scenic area published an article on "big fish and Begonia" inviting Tulou uncle to attend the premiere ceremony, which used the momentum of the film to promote and tell the origin of "big fish and Begonia" and Yongding Tulou; On July 8, the day the film was released, the wechat official account of Yongding Tulou scenic area also released the news that the spokesman of Yongding Tulou, "Tulou uncle", was invited to attend the premiere ceremony. "Big fish and Begonia" called you back to your mother's house, and showed the Yongding Tulou in the film; On July 11, the fourth day after the film was released, wechat official account issued a recruitment order, agreeing with tourists to go to Yongding Tulou to find the film's protagonist "Chun" girl. Marketing and publicity are closely linked and very attentive. The reporter found that in addition to the wechat official account of Yongding Tulou scenic spot, tourism enterprises such as Ctrip, Tongcheng and Sina have also promoted the relevant products of Yongding Tulou on their official websites and official account

"In addition to the traditional travel agency marketing and on-site promotion, we have also used various channels and methods such as network, word-of-mouth, we media, film and television drama implantation, and used 'Internet +' low-cost marketing methods such as OTA, o2o, B2B, etc. with brand-new marketing concepts and models, we have made great efforts to expand the depth and breadth of Tulou tourism marketing and transform to three-dimensional marketing." When it comes to the three-dimensional marketing method of Yongding Tulou, Lin Ruju, director of Yongding District Tourism Bureau, is as familiar as a book

" there are many film and television works coming to Yongding Tulou for shooting, such as "one step away", "red cradle", "Tulou exploration", "Hakka mother", "going to Nanyang", "Hakka wind and cloud", and so on. " When talking about the achievements of Yongding Tulou in the implantation of film and television dramas, Lin Ruju was proud, "In recent years, Yongding Tulou has been on the CCTV screen for many times, landing the CCTV public service advertisement chopsticks in the Spring Festival Gala of the year of the horse, the special program of the Spring Festival in the year of the monkey" overlooking spring ", and the special program of" labor casts the Chinese dream "on May Day, which focuses on the beautiful scenery of Hakka Tulou and the hard-working Hakka people; at the same time, CCTV's four sets of" all over China "also broadcast" Yongding returns without eating cattle "and" beef flavored Tulou cuisine "during the prime time Recently, he 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 film and television plays are suitable for shooting in Yongding Earth Buildings." Lin Ruju said that the theme of film and television plays must be consistent with the profound cultural heritage of Hakka and the feelings of home and Country contained. It is reported that there was a film with a "little fresh" style that was declined to shoot in Yongding Tulou. Lin Ruju felt that the plot was not very integrated with rural culture and family feelings

In addition to various channels of publicity, Yongding Tulou scenic area also played a "online celebrity" effect, and launched a cute spokesperson, "Tulou uncle" - Lin Ruju. "Now many people don't call me by my name. They call me 'Uncle Tulou'." Lin Ruju said happily that this name conforms to the communication characteristics of modern society and is popular and easy to remember

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

< Strong>2. Development does not forget the original intention. Jingmei and the rich villagers hold the "golden rice bowl" < /strong > < /p > In the process of development, many scenic spots will encounter the problem of how to coordinate the relationship between development and protection, and Yongding Tulou, as a world cultural heritage, is no exception

"In this regard, the principle we have always adhered to is to achieve the purpose of protecting earth buildings through the tourism development of earth buildings." Lin Ruju told reporters, "First, we should reach a consensus with the masses to make everyone realize that earth buildings are the precious wealth left by our ancestors to the Hakka people and need to be well protected; second, we should share interests. Yongding Earth Building scenic area will share part of the ticket revenue with the masses of the scenic area every year, so that everyone can realize that only by protecting earth buildings, can we have a better life; third, we can realize the protection of earth buildings through tourism development. With the development of tourism, villagers are really through tourism The development of tourism will realize the dream of becoming rich, and the earth buildings will be more cherished. Only in this way can the scenic spot have more financial resources to protect and repair the earth buildings. " It is reported that the Tulou company will use more than 20% of the ticket revenue for the protection of Tulou every year

According to the introduction, the tourism development of Yongding has brought a large number of tourists to the scenic spot, and the local people have tasted the sweetness from participating in tourism management. The per capita net income percentage of the people in the scenic spot has increased by double digits every year, the enthusiasm for returning home to work has been rising, the production and living conditions have been gradually improved, and the local people have taken up the "golden rice bowl" of tourism. Yongding District Party committee and district government took advantage of the situation and actively guided the people in the scenic spot to further understand the precious value of earth buildings. More and more people took the initiative to apply to the cultural relics department for maintenance and apply for cultural protection units, and their enthusiasm and initiative for conscious protection became stronger and stronger

"Tulou and Hakka culture are the foundation of our tourism development, so Tulou protection and cultural heritage have always been our top priority." Lin Ruju said, "in addition to mobilizing the spontaneous protection of the masses, we have also established an earth building protection and management organization, formulated protection and management measures, innovated the research methods of earth building protection, encouraged residents to live in their original houses, and restored the most authentic hakka earth building culture." It is reported that Yongding has established the first county-level Cultural Relics Bureau in Fujian Province, and set up the protection, management and Utilization Committee of Fujian Tulou in Yongding District, establishing a three-level management mechanism of District, township (town) and village. In particular, it has established a township Tulou protection and management office, Tulou fire fighting Squadron, scenic spot tourism management squadron and construction supervision squadron to strengthen the protection and management of Tulou; Compiled the "Yongding Hakka Tulou protection plan", formulated and issued a series of normative documents such as the "Fujian (Yongding) Tulou protection and management regulations", "Yongding County Tulou scenic spot protection and management regulations", and improved the management system; It is the first time in China to use laser 3D mapping technology to establish a 3D digital model for Fujian Tulou Chengqi building, which effectively solves the problem of difficult observation of the overall deformation of ancient buildings, and so on

< Strong>3. Earth buildings are not "Earth" leisure and health products are all tall