Present situation and application cases of outdoor advertising in scenic spots

With the development of China's economy and social undertakings, today's outdoor advertising has been integrated with urban life and has become an important manifestation of urbanization. It conveys information to people, affects people's life style, and plays an irreplaceable role in shaping city image, enhancing brand value, promoting market circulation, guiding mass consumption, beautifying urban space and creating cultural atmosphere.

according to the data released by the state administration for industry and commerce, the advertising business in China reached 189.9514 billion yuan in 28. Traditional TV media and newspaper media are the top two, accounting for 26.4% and 18.4% of the total advertising business respectively. Outdoor media ranks third. According to the statistics of CODC and CTR, outdoor media accounts for about 15% of the total advertising business, which is about 28.5 billion yuan.

However, in recent years, with the efforts of urban transformation in various provinces and cities across the country, traditional outdoor advertisements have been cleaned up and scarce resources have been lost. For example, during the 28 Olympic Games, all outdoor advertisements of non-Olympic sponsors within the Beijing Fifth Ring Road were stripped; Shanghai dismantled 47, outdoor advertisements; In recent years, Shijiazhuang has demolished more than 3, square meters of outdoor advertisements, making it difficult for a large number of advertisers to find ideal advertising positions in or around the city center. Outdoor advertising in scenic spots avoids the hustle and bustle of the city, and chooses scenic spots with large passenger flow as the media platform. This innovative media form deeply integrates outdoor advertising in scenic spots with terminal marketing channels through the combination of point and surface, and fully meets the needs of advertisers for brand display and product promotion activities.

in p>29, the domestic tourism market continued to grow rapidly, and the number of domestic tourists received was about 1.9 billion, up 11% year-on-year; Domestic tourism revenue is expected to exceed 1 trillion yuan, an increase of more than 15%. The number of inbound tourists received in the whole year was about 126 million.

In the Golden Week of "Eleventh" in p>21, * * * received 254 million tourists, an increase of 27.1% compared with the same period of last year.

The huge crowd effect made the value of tourism outdoor advertising. Compared with traditional media and some new media, tourism outdoor advertising media has lower cost per thousand people and higher input-output ratio, which can save the cost of enterprises to the maximum extent and create more profits for enterprises. Jiuzhaigou and Huanglong Scenic Area are located in Aba Tibetan and Qiang Autonomous Prefecture, Sichuan Province. They are national key scenic spots, and have three international laurels of "World Natural Heritage, World Man and Biosphere Reserve and Green Globe 21". They are internationally renowned tourist shrines and conference centers.

Jiuhuang Airport, located in Chuanzhusi, Songpan County, was opened to traffic in 23, with more than one million passengers entering and leaving Hong Kong each year. The Ninth Ring Road is a golden tourist route from Chengdu to Jiuzhaigou and Huanglong, and it is also the only way to the major scenic spots in Aba Prefecture. With a large number of tourists and beautiful scenery along the way, the Ninth Ring Road has become a hot tourist route and the most valuable location in the world, with a total of more than 5 million tourists per year.

At present, about 7 outdoor billboards have been set up on the Jiu-Huang tourist ring road hundreds of kilometers away, including a display platform of about 2, square meters for outdoor advertisements such as light boxes and car bodies, forming a three-dimensional network media situation. This new type of outdoor media combining point and surface has strong competitiveness. One or two outdoor billboards (2-5 square meters) in a scenic spot can fully meet the needs of regional brand promotion and display, which can not only save costs, but also increase the pertinence of advertisements; If it is a brand facing the whole province or the whole country, using the outdoor advertising network of tourist attractions can quickly improve brand awareness, strengthen brand impression and promote product sales.