During the Spring Festival and Lantern Festival, in order to further strengthen the brand publicity of tourism and leisure and guide the public to travel and leisure nearby, the Resource Development Department of the Ministry of culture and tourism and the information center of the Ministry of culture and tourism jointly carry out the “punch in tourism and leisure and open the happy Spring Festival” – the publicity and promotion activity of tourism and leisure in 2022 Spring Festival, with online and offline efforts, Help to increase the popularity of topics in China’s tourism market and form market hotspots. A few days ago, this activity ended successfully. According to the data of the online tourism platform hosting the activity, from January 26 (small year) to February 15 (Lantern Festival), “clock in tourism and leisure, open the happy Spring Festival” has accumulated more than 5 billion online communication volume.
The activity Wuxi Online Offline Communication Information Technology Co.Ltd(300959) was carried out as a whole. On the one hand, it promoted the online tourism platform to strengthen the publicity and promotion of local tourism and leisure products; On the other hand, focus on the first batch of national tourism and leisure blocks jointly launched by the Resource Development Department of the Ministry of culture and tourism and the Social Department of the national development and Reform Commission to innovate the holiday supply and attract the public with the “wonderful” at the door. Many practical and effective experiences have been explored for the publicity and promotion of tourism and leisure under the normalization of epidemic prevention and control.
detonate hot spots and create “top flow”
In the Spring Festival and Lantern Festival under the control of the normalized epidemic, the public demand for travel has changed, and the demand for short-range travel and in-depth travel has increased. The publicity and promotion of the “punch in tourism and leisure, open the happy Spring Festival” activity focuses on the “nearby” tourism and leisure resources, which meets the needs of the public and creates a lot of “top streams” around the Spring Festival and the Lantern Festival.
Tiktok, using tiktok and headline, H5, news push and other forms, let the “punch card travel and leisure open happy Spring Festival” theme, a series of three topics, followed by a daily attendance. As of February 15, the total number of topics had reached 3.44 billion, including 600 million “punch in year” with good taste, 2.02 billion “shear abroad tide year” and 820 million ice and snow travel officials, with a total number of videos of nearly 5.65 million.
Meituan launched relevant lists around “clock in tourism and leisure, open the happy Spring Festival”, with a total exposure of about 42.3 million; Meituan and the public comment app launched related topics, with a total exposure of about 3.664 million.
Sina Weibo data show that as of February 16, the total reading volume of microblog topics related to “punch in tourism and leisure, open the happy Spring Festival” was 1.85 billion and the total discussion volume was 512000. Among them, the topic of “where to play in Spring Festival leisure” has read 1.46 billion and discussed 403000; The topic of “ice and snow travel” has read 200 million and discussed 83000; The topic of “wandering screening hall” has 190 million readings and 26000 discussions.
Ctrip launched the theme activity of “punch in tourism and leisure, open the happy Spring Festival” to guide users to release content around the new year’s play, hometown cuisine, NianWei street, hometown New Year’s vlog, etc. the viewing flow of relevant strategies was 289 million.
The important marketing resources of Feizhu app highlight the theme of “punch in tourism and leisure to open the happy Spring Festival”, with a cumulative exposure of hundreds of millions.
creative burst and wonderful
Rich and colorful innovation activities tiktok, Mei, Xiao Hong, micro-blog, Ctrip, flying pigs and other online events have been launched as a “daily attendance card for tourism and recreation.”
Tiktok focuses on daily attendance daily attendance, hot spot, sticker effects, special effects and live broadcast. This article introduces the card punching “good year to punch card”, special effect “cutting the tide of overseas tide”, “ice snow brigade daily attendance” and other activities.
Tiktok, a snow and ice master, has been released since the launch of the campaign. As of February 15th, the total exposure was 800 million, especially the 25 government affairs in contributing and video activities, and hundreds of people in all parts of the country. Tiktok has made a breakthrough in promoting online trading of tourism group purchase products. As of February 14th, the special activities of “ice and snow travel officer” have been broadcast for 15 times, resulting in a turnover of more than 6 million yuan.
Sina Weibo has actively implemented various activities of “punch in tourism and leisure, open the happy Spring Festival”, linked cultural tourism blue V and other cultural tourism departments (bureaus) and scenic spots of various provinces and cities, online “grass” Spring Festival leisure play, set up two sub topics of “cloud tour screening Hall” and “ice and snow travel”, and set hotel room vouchers and physical prizes as list rewards to encourage users to interact and discuss, Create a warm atmosphere.
It is noteworthy that sina Weibo launched the “punch in travel and leisure, open the happy Spring Festival” initiative poster activity, and 102 accounts released the initiative poster. 72 blue V accounts participated, including 50 local cultural and tourism offices (bureaus) accounts, actively recommending local tourism and leisure; 30 orange V also participated, including more than 20 tourism bloggers with more than 1 million fans.
Flying pig combines the activity of “clock in tourism and leisure, open the happy Spring Festival” with the promotion of ice and snow tourism. The “peripheral travel” channel of flying pig app has set up a sub channel “go skiing”, vigorously promote ice and snow tourism and the “happy ice and snow season”, and guide the public to discover the “door” ice and snow tourism resources. According to the data of flying pig platform, skiing at “home” is favored. During the Spring Festival, the ice and snow tourism booking volume increased by more than 80% year-on-year, far exceeding that of other age groups.
leisure block carries the annual flavor
Before and after the Spring Festival, outbreaks occurred in many places in China. At the same time, the public’s enthusiasm for traveling during the holidays is still high. In view of this special background, the Resource Development Department of the Ministry of culture and tourism and the Social Department of the national development and Reform Commission actively planned the development of tourism and leisure industry, strengthened the supply of tourism and leisure products, and launched the first batch of national tourism and leisure blocks.
The activity of “punch in tourism and leisure and open the happy Spring Festival” focuses on guiding the innovative supply of national tourism and leisure blocks around the country, carrying out activities loved by the masses, and guiding the masses to travel and leisure locally and nearby. According to the data released by some national tourism and leisure blocks, National Tourism and leisure blocks have become a popular destination for the public to feel the flavor of the year, and have played an important role in guiding and meeting the needs of public holiday tourism under the prevention and control of the normalized epidemic.
The historic and cultural block of Luoyang Ancient City in Henan Province is one of the first batch of national tourism and leisure blocks. During the Spring Festival and Lantern Festival this year, the ancient city of Luoyang actively responded to the activity of “clock in tourism and leisure, open the happy Spring Festival”, implanted elements such as folk performing arts, online live broadcasting and antique fairs, guided merchants to celebrate the new year locally and guided the public to travel and leisure nearby.
Bai Xia, director of the cultural service center of Luoyang Ancient City Management Committee, introduced that the ancient city of Luoyang has carried out the activity of “New Year’s reunion night · free dumplings” to let outsiders who stay in the “second hometown” for the new year feel the warmth of the ancient city; Invite international friends to participate in “meet Luoyang and fall in love with Luoyang” – I made Lantern Festival activities in Luoyang and experienced leather carving, brush, rubbing, Han Embroidery, paper cutting and other intangible cultural heritage. During the Lantern Festival, a series of cultural and tourism activities were organized with the theme of “Internet China year”, highlighting the highlights of immersive experience such as folk social fire experience, traditional opera, guessing lantern riddles, making lanterns and so on; Combined with the popular drama “the wind rises in Luoyang”, restore the ancient style market and create a strong annual flavor. According to statistics, the ancient city of Luoyang received about 420000 tourists from the first day to the seventh day.
Qingmingqiao historical and cultural block is also one of the first batch of national tourism and leisure blocks.
“We are continuing to promote publicity activities through new media such as micro-blog, WeChat, joun, etc., and strengthen cooperation with local, Yangtze River Delta and national level tiktok to launch targeted marketing activities.” Zhu Lin, deputy general manager of Jiangsu ancient canal Investment Group Co., Ltd., said that during the Spring Festival, the block took the opportunity of being rated as a “National Tourism and leisure block” to hold rich and colorful cultural and tourism activities around the Spring Festival and the Lantern Festival. The immersive performances of “four seasons of the canal” are staged in turn. Through the beautiful song and dance show and light and shadow show, the citizens and tourists present can feel the cultural connotation and scientific and technological charm of the south of the Yangtze River.
According to statistics, from New Year’s Eve to the sixth day of the lunar new year, qingmingqiao historical and cultural district received more than 896000 tourists, of which the first day had the largest passenger flow, reaching more than 223000, an increase of 33% year-on-year.
Similarly, as a national tourism and leisure block, yongqingfang, Liwan District, Guangzhou City, Guangdong Province also actively responded to the activity of “punch in tourism and leisure and open the happy Spring Festival” during the Spring Festival and Lantern Festival. During the Spring Festival, Yongqing square, in combination with the cultural tradition of visiting the flower market, arranges a flower boat experience area at Yongqing wharf. Tourists can experience the scene of “selling flowers on water” on the shore or board a boat to visit Lizhi Bay; Launch traditional activities such as Xingshi youth gathering and God of wealth parade with Guangdong characteristics to enrich the experience of block tour. During the Lantern Festival, yongqingfang launched “confidence in Riddles – Shangyuan Lantern Festival in yongqingfang”, which transformed the writing art into lantern riddle devices in a unique way of artistic creation, and awakened young people’s thinking about traditional folk customs.
According to statistics, from New Year’s Eve to the sixth day of the lunar new year, the cumulative passenger flow of yongqingfang was about 380000, a year-on-year increase of 13%; The passenger flow on Valentine’s day and Lantern Festival was close to 50000, with a year-on-year increase of 20%.
