Wang, an expert in the transformation of tourism new media: mobile internet and network celebrities detonate the new entrance of scenic spot marketing.

In the context of global tourism, it is the worst era and the most beautiful era. The tourism market is changing with each passing day, tourism consumption is constantly upgrading and technology is constantly upgrading. Facing the increasingly fierce competition between tourist destinations (including cities, scenic spots and scenic spots) and tourist products, how to stand out from the competition through marketing transformation is a topic of general concern.

Wang, an expert on the transformation of new tourism digital media, said, "According to industry estimates, domestic scenic spots, government tourism bureaus at all levels and other institutions invest 30-40 billion yuan in domestic and foreign markets every year for destination marketing." This is an expensive fee, but how much of this fee has really reached the target population and achieved transformation? Accuracy is undoubtedly the focus of attention. How to accurately target the target population to achieve transformation, Wang has his own gameplay.

? Create an A-level network celebrity traffic pool.

As the founder of the Internet Celebrity Intelligence Bureau, Wang has reserved 14868 first-hand online celebrities &; KOL's new media resources span more than 40 mainstream platforms such as WeChat, Weibo, Tik Tok and Xiaohongshu, covering more than 50 vertical fields such as tourism, fashion, automobiles, science and technology, women and food, and are widely distributed in more than 30 core cities such as Beijing, Shanghai, Guangzhou, Hangzhou and Shenzhen and overseas.

At the same time, by using powerful and professional data analysis and big data technologies such as user portraits, the online celebrities & KOL are screened by 16 dimensions, such as personal attribute tags, content attribute tags, fan portraits, number of fans, article browsing, comments and likes, so as to accurately screen online celebrities & Kol.

Wang believes that the construction of A-level network celebrity traffic pool is an inevitable choice for business model construction in the era of scarce attention and a natural expression of user needs. Creating your own traffic pool and improving the emotional distance from C-end users will surely become the general trend and an essential tool for new tourism transformation.

For this reason, Wang has also set up an innovative, young and active network celebrity team, which specializes in incubating self-media accounts in various vertical fields to expand his own traffic pool.

Create a brand of urban new media matrix

On the basis of rich government tourism resources, Wang independently operated local new media accounts in Hangzhou, Tianjin, Taiwan and Gutian, equipped with a local online travel platform, effectively integrated internal resources and channels, and opened its borders to connect with external resources, products and channels, achieving the strategic goal of * * * sharing platform resources and mutual benefit.

With the increasing influence of short video platforms, such as Aauto Quicker, Tik Tok and Second Shot. In particular, Tik Tok, which has only grown for more than two years, has a very fierce ability to introduce traffic to tourist attractions, and "two micro-shakes" has basically become the standard for tourism destination marketing.

Based on the characteristics of high concentration of users and destination target audience, low investment, high media attributes and strong sense of social experience, Wang saw the potential, and hoped to catch this wave of traffic express and upgrade Hangzhou City to "urban integrated media" based on short videos, hoping to establish a new urban media matrix brand and become a highland for the implementation of the new mainstream strategy of tourism destination media.

Customize event marketing activities

In order to establish the link between content creators and brand customers, provide targeted new media solutions through the multi-dimensional combination of content creation, technology and data, and create an effective communication mode of creativity, word of mouth and influence for customers, Wang launched three customization activities, which achieved good results.

Traveling with Big V: Online KOL marketing promotion activities based on global tourism, by recruiting online celebrities who like to travel, love life and understand life &; KOL, a big IP with large traffic, creates deep and high-quality communication content, creates demand with content, creates traffic with content, and finally realizes brand promotion and product exposure through network-wide distribution and promotion, and finally realizes sales transformation.

Travel Experience Officer: Committed to gathering well-known travel experts at home and abroad, including travel experience experts, hotel sleepers, travel planners, global travelers, photographers, media and other industry opinion leaders, and connecting travel experts with travel destination businesses. On the one hand, it provides tourists with invitations to travel experience all over the country, on the other hand, it influences potential consumers with the appeal of tourists, realizes word-of-mouth marketing and promotes tourism transactions.

Urban memory: to express a city's culture through "creative transformation and innovative integration", aiming at building a new path for the integration of literature and tourism and the image building of a tourist city. Refining the cultural spirit core of local tourism and giving it a sense of participation can realize the transformation of branded scenes in content.

New media realizes advanced copywriting.

Wang's Vision, while focusing on the integrated marketing of new tourism media, made a useful attempt around the whole tourism ecological chain and cross-border marketing, and achieved remarkable results.

For example, on October 23rd, 2065438+08165438/kloc-0, I followed Da V to Changbai Mountain Scenic Area in Jilin, and invited six millions of online celebrities, including Lian Jiong, Big Devil Pei, Big Cousin, Tang Zinier, William and Ahualuo, for a four-day in-depth tour of Changbai Mountain Scenic Area, which was faster through Aauto. In this activity, the total exposure of the whole network reached1398 w.

For example, before the Spring Festival of 20 18, customized cross-border integrated tourism marketing for Chaling, Zhuzhou, Hunan, and abandoned traditional advertising routines. Adopt the communication strategy of real person, field and experience, invite network celebrities, travel experiencers and tourists to visit Chaling from the media, show the whole process from scenery to food to products from the perspective of tourists, take interesting stories as the carrier of the whole content record, and form creative short videos as the key to communication. At the same time, social media and short video platform are linked, and video and travel notes echo each other, which makes Chaling local brands naturally implant and reach users, and finally get the exposure traffic of the whole network1538 W.

There are countless innovative marketing cases like Jilin and Chaling. Wang's many innovative explorations on the future development of tourism seem to show us more possibilities for future tourism innovation.