Recently, another director of the Cultural and Tourism Bureau has caught fire - above the green stream of the light boat, a white dress rides the wind and punches freely, and between movement and quiet, it is a chivalrous bone and the tenderness of the landscape complement each other.
There is no exaggerated packaging, no excessive rhetoric, just a big show of Tai Chi on a bamboo raft, which is a corner of the short video of Wang Feng, secretary of the party group and director of the Sichuan Meishan Cultural and Tourism Bureau, who appeared on the scene to promote local attractions.
As soon as the video was launched and disseminated, it successfully flooded the circle of friends of the locals, and the director's gimmicky name - "Kung Fu Director" also attracted heated discussions among netizens, some netizens praised the directors of Sichuan as "multi-talented, each with their own temperament", and some netizens questioned: "Is it really a little kung fu on the body?" ”
Recently, when the Tianmu News reporter contacted Wang Feng, he was participating in the shooting in Danling County, Meishan City, Sichuan Province, and recommended local attractions such as Lao'e Mountain and Xingxingling. Talking about the popularity of Tai Chi on a bamboo raft in Liujiang Ancient Town, Director Wang Feng said with a smile: "I am a cultural tourism worker and a kung fu enthusiast, and in order to promote our local tourist attractions, I can only do my best and make surprising moves. ”
Following Liu Hong, the "Internet celebrity director" of Ganzi, Sichuan, another director of cultural tourism in Sichuan and Shu has "emerged", what unique insights and plans does he have on such a cultural tourism publicity method? The Tianmu News reporter specially found Director Wang Feng and chatted with him.
Director Wang Feng playing Tai Chi on a bamboo raft in Liujiang Ancient Town Video screenshot
The titular "Kung Fu Director"
He once won the provincial taijiquan championship
Playing Tai Chi between the major attractions in Meishan is not a carefully designed fiddling with "flower fist embroidery legs", but a hobby and talent of Wang Feng as the real material of the "Kung Fu Director".
"A lot of kung fu has been practiced since the police academy, and Taijiquan was specially studied by me in Chenjiagou, Wenxian County, Henan Province, and I have been practicing for a long time." Wang Feng introduced that he has learned martial arts since he was a child, and he has won many martial arts awards. In 2017, the then 44-year-old Wang Feng won the "Chen's Traditional Taijiquan" championship in the Sichuan Taijiquan Championship; In 2018, he represented Sichuan at the 3rd National Wushu Sports Conference and won the third prize in Taijiquan and Traditional Nine-Section Whip.
The Tianmu News reporter learned that as a native of Meishan, Wang Feng has successively served in many counties, districts, streets, and townships in Meishan. In 2009, Wang Feng served as the director of the office and secretary of the party group of the people's government of Renshou County; In October 2011, Wang Feng was promoted to the Standing Committee of the Danling County Party Committee and the Minister of Organization. It was only in January last year that he became the director of the Meishan City Cultural Tourism Bureau, and not long after he took office, he focused on breaking the circle of Meishan Cultural Tourism.
Above the rivers and streams in Liujiang Ancient Town, shrouded in smoke and rain, rigidity and softness are combined, gossip is born, and silence returns to the flame, but such an intentional out-of-the-loop video is not Wang Feng's "debut", he has been representing local cultural tourism under the name of "Kung Fu Director" for some time.
In April 2022, Wang Feng has already taken the lead in Sichuan on behalf of Meishan to promote the series of cultural tourism products "Walk comfortably in Sichuan and play well in Meishan", in the form of a series of short videos of "Kung Fu Director Says Cultural Tourism", enter many scenic spots in Meishan, and combine Tai Chi culture as the highlight for promotion, more than 10 promotional short videos have been released, and since their release, the total number of views on the whole network has exceeded 3 million.
On April 25, 2022, Director Wang Feng launched the video "Kung Fu Director Says Cultural Tourism"
"Do what you can, do your best"
"Fight the sky" for Meishan Cultural Tourism
"The cultural tourism market affected by the epidemic needs us to take the lead in boosting it, but compared with the outstanding appearance of Director Liu Hong of Ganzi, my Mandarin is not very good and my image is average, so since this is the case, I will attract the attention of tourists by playing Tai Chi." Wang Feng modestly responded to the reporter's original intention of appearing on camera to shoot a video, and his idea was to do his best and make surprising moves to speak for Meishan Cultural Tourism.
Starting from the Sansu Temple, a famous scenic spot in Meishan, Wang Feng has walked through many representative tourist attractions such as the ancient city wall of Meishan, Sumu Park, Dongpo Urban Wetland Park, and Dongpo Water Street. The place where this Tai Chi performance on the bamboo raft is located is in Meishan Hongya County, one of the ten ancient towns in Sichuan with a history of more than 800 years - Liujiang Ancient Town, which is famous for "smoke and rain and Liu Jiang".
Wang Feng told reporters that the shooting of this video was a sudden inspiration when collecting wind in the ancient town, "At that time, I saw that the green landscape and bamboo raft in Liujiang Ancient Town were very compatible, and I felt that playing a set of tai chi on the bamboo raft may have a good effect, and it turns out that the effect is indeed okay, because the way of publicity is to be eclectic, 'eight immortals across the sea to show their powers', creatively combining various local cultures and landscapes." ”
A corner of Meishan City, Sichuan Province Image source: Sichuan Civilization Network
In 2000, Meishan was established as the closest prefecture-level city to Chengdu, close to Shuangliu International Airport and Tianfu International Airport, and an important part of the national Tianfu New Area, the Chengdu Cultural Tourism Economic Belt, the Chengdu-Chongqing Shuangcheng Economic Circle and the Bashu Cultural Tourism Corridor. In addition, Meishan is known as the "City of Poetry and Books for a Thousand Years" and "the First State of Humanities", and it is the hometown of Su Dongpo, a great literary hero of the ages, with a deep cultural heritage.
At the time of the interview, Wang Feng had already finished his research and shooting in Hongya County, and rushed to the neighboring Danling County non-stop to continue to promote the local good mountains, water and scenery.
"After the optimization and adjustment of the epidemic, the cultural tourism market has finally seen the dawn, and the tourism popularity at home and abroad will definitely increase, for us in Meishan, the first meaning is to lay a good foundation and do a good job in the construction of scenic spots themselves, and on this basis, the brand of 'comfortable in Sichuan, good play in Meishan' is spread out through the 'smart' method to attract visitors from all directions." Wang Feng said.
He revealed to the Tianmu News reporter that not only himself, but now many directors of cultural and tourism bureaus across the country are planning, hoping to bring the cultural tourism market to "red" and "fire" through some creative communication and promotion, and restore vitality as soon as possible.
Expert: Behind the "inner roll" of the local cultural and tourism director
It is an export of Chinese culture
Director Wang Feng's appearance is not an exception, in recent years, the directors of cultural and tourism bureaus across the country have begun to speak for local cultural tourism and have "rolled" up.
In the past, He Jiaolong, deputy director of Xinjiang Yili Prefecture Cultural and Tourism Bureau, took Ma Xueyuan out of the circle, and then Liu Hong, director of Sichuan Ganzi Prefecture Cultural and Tourism Bureau, with his unique appearance and temperament of "Kangba Hanzi", was "handsome" out of the circle, and also officially drove this "tide of endorsement by cultural and tourism directors". For the "Internet celebrity cultural tourism director" has gradually become a popular mode of cultural tourism publicity and marketing, Tianmu News reporters interviewed Xu Hui, associate professor and senior economist of Zhejiang Tourism Vocational College, for analysis.
"From the perspective of cultural and tourism integration, this is the ultimate integration of culture and tourism. I think that in the video of the director of Meishan, it integrates a lot of cultural elements, such as tai chi, Chinese clothing, ink painting, Chinese landscapes, these are the embodiment of Chinese culture. It can be said that ten thousand books and thousands of miles, poems and distant places are integrated. Xu Hui said.
Since the beginning of 2020, the epidemic has brought a greater impact to the tourism industry, and many attractions have faced a decrease in tourists. Since last year, the WeChat video account of the Sichuan Provincial Department of Culture and Tourism launched the "Cultural Tourism Director Says Cultural Tourism" themed video series began to "dominate the screen", hundreds of cultural and tourism directors from 21 cities and prefectures in Sichuan frequently appeared, showing their talents in 18 martial arts, some riding motorcycles, some carrying sliding poles to sing folk songs, some planting rice in the field with bare feet, and some presenting cordial dialect dialogues.
Screenshot of the series of videos launched by the Sichuan Provincial Department of Culture and Tourism
Xu Hui said that these are all ways to tell Chinese stories and cultural stories well: "The more national, the more global, the export of these Chinese cultures, I think this is more cultural connotation and more depth than pure live broadcasting." ”
In addition, Xu Hui also believes that this kind of official appearance propaganda behavior is also in line with the current new media environment of the law of communication, the current combination of short video and propaganda form is very grounded and accepted by young people, "This short and fast publicity method is much better than the current meeting of many bureau chiefs, the effect of making reports, although he did not introduce the landscape of Liujiang Ancient Town behind him, but China's landscape has been at a glance in the video." ”
For the directors of cultural and tourism bureaus in various places who have shown their strengths in recent years, actively participated in the local cultural tourism publicity ecology, and represented the local initiative in a way that the people like to hear, Xu Hui believes that this not only reflects the importance that local officials attach to the development of cultural tourism, but also shows that the comprehensive quality of our cultural and tourism directors is generally improving today.
"In the face of the camera, you need to have the acumen of new media, give full play to your own strengths and advantages, style and characteristics, and form meaningful resonance and emotional interaction with the audience. Take this 'kung fu director', he not only has the kung fu of tai chi, but also the talent of performance and the heritage of national style culture. Today's government officials do not mean that you will meet the requirements if you pass the national civil service examination, but you must accumulate experience in actual combat and achieve positive interaction between the government and the people. ”
In Xu Hui's eyes, while the directors of cultural and tourism bureaus are red, they are also facing a lot of pressure, but they can open their minds and put down their bodies to carry out publicity and promotion, which is also a manifestation of compassion for the people's livelihood, effectively helping the local tourism industry to recover its vitality and helping the people increase their income. ”