Come to Yinzhou and see the beautiful scenery
Taste delicious food, enjoy singing and dancing
If you don't agree with each other, you will stamp it
On April 29th, the first stop of the high-profile Hemei Rural China Tour - the national "Hemei Village" cultural tourism promotion activity was opened, which was located in Yinzhou, Ningbo, Zhejiang.
This is a large-scale financial media action that deeply serves the three rural areas, and for the first time, it innovatively integrates the four-in-one combination communication of "launching ceremony + Huimin performance + rural market + live broadcast", CCTV-17, "CCTV Three Rural Areas" new media matrix, CCTV and other platforms are on the battlefield, and the large and small screen matrix is integrated and disseminated, and the firepower is fully opened to promote the cultural tourism resources of Hemei Village, and empower the high-quality advancement of local cultural tourism ecology. The number of live broadcasts on the whole network exceeded 15 million, and more than 60 media such as CCTV, National Public Culture Cloud, Zhejiang Cultural Tourism, Yinzhou Release, Beijing Youth Daily, and Phoenix News broadcast live simultaneously, and more than 20 media such as Xinhuanet, Guangming.com, and Huanqiu.com reported on the event-related content, with a total of more than 5 million views. Why did this event become popular?
One
The most prominent feature of the national "Hemei Village" cultural tourism promotion activity is its youthful state and new expression. The event firmly grasped the circle culture of "Generation Z" young people pursuing fun, diversity and experience, and attracted netizens to participate in the experience with the methods of "Country Walk" and "Stamped Travel", which are favored by young people today. Collect all the 24 solar terms, play the beautiful Yinzhou, travel stamps, one-stop check-in new scenes, new gameplay, so that more "stamp collection" enthusiasts incarnate local cultural tourism recommendation officers and rural revitalization helpers.
At present, the "Generation Z" consumer group is rising, and younger people have become a new engine for the recovery of cultural tourism. Focusing on optimizing the creative expression of young people, and integrating "mobile live broadcast, immersive experience, live performance, new and trendy play, and food temptation" in one of the large-scale original IP financial media activities, it is bound to become a new driving force to promote the spread of local cultural tourism out of the circle and empower the beautiful countryside to change.
Two
The activities of Yinzhou Station particularly highlight the "central and local linkage". As the mainstream media that is deeply involved in agriculture, rural areas and rural areas, the Agricultural and Rural Program Center of China Central Radio and Television Station is committed to the reshaping and upgrading of new forms of cultural tourism products, with "beautiful scenery" as the medium and "online and offline" as the engine, opening up the linkage between the central media and the local government, and resonating with the same frequency of cultural tourism, cultural creativity, and literature and art. In addition, the China Coal Mine Art Troupe, a national-level art troupe, also performed its elite and performed in the "Hemei Rural China Tour" into Yinzhou Huimin Literary and Art Performance. The China Coal Mine Art Troupe has a strong lineup of performances, including Ye Cui, the winner of the "Five Ones" Project Award of the Central Propaganda Department, Zuo Ya, the gold medal winner of the 5th China Red Plum Opera Competition, Xu Guoguo, Zuo Wei, a national first-class actor, and more than 40 actors, and at the same time, together with Ningbo Yinzhou Yue Opera Troupe and other local performance groups, presented a visual feast for the audience, and the audience present sighed: "I hope you will come often." "The central and local governments have linked, combined with each other, and created a "cultural and tourism feast" to empower rural revitalization with cultural and plastic tourism and tourism to promote culture.
In recent years, characteristic cultural tourism IPs such as Zibo barbecue, Guizhou Village Super, and "Erbin" ice and snow have been emerging. A series of new opening methods are in line with the emotional and spiritual demands of the times and conform to the new changes in tourism methods. The "Hemei Rural China Tour" focuses on creating a young immersive experience and interactive atmosphere of cultural tourism, creating a more humanistic, local and pyrotechnic atmosphere in a popular way, and at the same time, the central and local governments will work together to create a rural festival that meets the needs of the public's happiness, help rural revitalization, add color to the most beautiful China, and provide another innovative demonstration sample for cultural tourism to break the circle. To create a new quality productivity of cultural tourism according to local conditions and empower rural revitalization, a richer variety and more novel categories of "conspicuous packages" are needed.
Written by | Mu Weining
Edit | Feng Xiaonan
Cartography丨Yin Leiying
Editor-in-Chief | Li Yunan
Producer丨Shu Jingjing, Liu Bing