Analysis Of Movie And TV Marketing Modes In Tourist Attractions

Recently, "Transformers 3" has been popular. When the public appreciates this sci-fi blockbuster, they also have a deeper understanding of film and TV placement.

When it comes to product placement, tourist attractions should be regarded as early attempts.

As far as the current situation is concerned, tourist attractions have gradually moved from the initial location to the more active place.

Mode 1: providing the brand effect of long term binding movie and TV series.

Advantages: simple operation, small investment.

Disadvantages: it is hard to leave a deep impression or even be noticed.

Typical cases: Wuxi three cities, Hengdian film and Television City

The Three Kingdoms city of Wuxi is the most typical bundled "film and television marketing". It is famous for its romance of the Three Kingdoms and is famous for the romance of the Three Kingdoms. At the same time, this scenic area has always regarded the Three Kingdoms culture as the core of product development.

Similarly, after becoming the filming place of the outlaws of the marsh, Wuxi's Three Kingdoms added the water margin culture and achieved better marketing results.

Compared with the Three Kingdoms of Wuxi, Hengdian film and television city is promoting its own connection with many hot films and TV dramas, and gradually launched its own brand.

From the members' commented of the important cooperation channel of Hengdian film and Television City, we can see that most of the tourists' praise for Hengdian film and television city is directly related to a film and TV play they know well, which shows that the scenic spot's core advantage has been recognized by the vast number of tourists.

Mode two: deep implantable, directly related to characters in film and TV dramas.

Advantages: able to produce profound memories.

Disadvantages: complex operation and large investment

Typical case: XiXi Wetland

XiXi Wetland quickly became popular through advertising in the movie "don't disturb" directed by Feng Xiaogang. It has become a successful example of "movie and TV marketing" in domestic tourist attractions.

A member of the same network named "13821bxvflv" said in a comment to XiXi Wetland that he was heading to the name of "if you are the one", and many netizens have expressed similar motives for traveling.

It can be seen that the success of implantable "film and television marketing" can have a more profound impact on the target audience. The above comment on XiXi Wetland was released 2 years after the hit of the film.

Mode three: thematic films can be regarded as the highest level of "film and television marketing".

Advantages: conducive to the formation of a comprehensive and comprehensive.

Disadvantages: huge investment, only suitable for a few scenic spots with deep cultural background.

Typical case: Shaolin Temple

Recently, with the popularity of CCTV8's heroes of the Shaolin Temple legend, the fire degree of Shaolin Temple has reached a new level.

Shaolin Temple is undoubtedly a scenic spot with unique cultural tourism resources, plus a long history and the driving role of the surrounding tourism industry, making it necessary for the local government to shoot a customized film and television works.

The popularity of the legendary series of Shaolin Temple can be seen as a grand film marketing campaign launched by the Henan provincial government to promote the tourism brand of Henan. It not only publicized Shaolin Temple, but also played a direct role in promoting the tourism boom around Shaolin Temple.

Mode four: through public relations hype of famous film and TV dramas

Advantages: "42 dials", low investment and high return.

Disadvantages: hype is a double-edged sword, and the direction of public opinion is hard to control.

Typical case: Zhijin cave, Guizhou

In 2009, the Guizhou Zhijin Cave Scenic Area was exposed to the "hidden rules" of the new journey to the West. It was said that it was necessary to pay 2 million 800 thousand yuan for the location of the play. Zhang Jizhong rebuked his hype.

After several rounds of media criticism, the cave, which had been barely known, suddenly became the focus of public opinion. In addition, it was located in state-level poverty-stricken counties. It has won the sympathy and support of many media and the public.

The above four "film and TV marketing" models have their own advantages and disadvantages, suitable for different types of scenic spots under different situations, and there is basically no prevailing mode.

After all, "film and TV marketing" is an unconventional marketing method. It is not necessarily suitable for all scenic spots, nor is it suitable for all situations.

In the nearly 5000 cooperative scenic spots of Tongcheng network, although there are many cases of successful implementation of "film and television marketing", many more are done by doing solid work.