The Beekeeper of Nalati is a hit. Who sewed her wedding dress?

Recently, a news that "Nalati beekeeper" wrote back to "Cocoto Sea Shepherd" quickly boarded the hot search. After being forwarded by many official WeChat accounts, the daily traffic of this tourism marketing content provided by Nalati Scenic Area exceeded 65,438+million+,which was also called one of the most successful tourism marketing cases in Xinjiang in the winter of 2020 by the industry.

About the story of "Beekeeper" and "Shepherd", there are thousands of messages in the official WeChat account comment area of the Culture and Tourism Department of the Autonomous Region. "The desirable Nalati grassland and Cocoto Sea must be punched in Xinjiang" ... Netizens have expressed their love and yearning for Xinjiang.

"With the help of the cultural tourism department of the autonomous region, after more than a month of careful planning and operation, the popularity of the' beekeeper' is getting higher and higher. I hope to keep the heat to the top of bloom and pave the way for the tourist season next year. " Che Hua, director of the marketing center of Nalati tourist attractions, said. From "rubbing hot spots" to "creating hot spots", the excellent ecological environment of Xinjiang's 5A scenic spots was shown to netizens all over the country, and winter boutique tourist routes were connected in series, which added firewood and salary to the hot search of two high-quality 5A scenic spots, Keketuohai and Nalati, and maintained the popularity of Xinjiang's winter tourism in the network.

The Beekeeper of Nalati

As a "network celebrity" in Xinjiang's tourism industry,

Stand in front of the stage

Behind her scenes

They are a group of people who love Xinjiang.

Sew a "wedding dress" for her

An opportunity:

The beekeeper in the song went to Nalati.

At the end of 2020 10, the shepherd of Cocoto Sea suddenly caught fire, which made Che Hua, who has a keen sense of business smell, see the opportunity. She said: "The beekeeper who sang in the song went to Nalati, which simply gave the world a chance to fall. I have talked with my friends in my team, and everyone has the same idea. We should respond with a song about beekeepers and become hot. "

On June165438+1October1day, Nalati Scenic Area prepared five extension plans for the promotion of "The Shepherd of Cocoto the Sea". Everyone thinks that the best plan is to invite the original singer of "The Shepherd of the Cocoto Sea" to create another song "The Beekeeper of Nalati", and then cover and adapt it by his own band in Nalati Scenic Area.

"The effect of the first scheme may be the best, but the budget is very high. We thought of Rui Wen Bin, the music producer who walked out of Nalati. He volunteered to create some songs for the scenic spot every year, but he felt that it was not supported to create a new song as a professional musician for passion. " Che Hua said.

"At first, I refused. Later, Shi Ning, director of Nalati Scenic Area Management Committee, persuaded me. He said that he believes that we will be able to create more beautiful and vocal music, tell stories with music, impress people with good works, and attract more people to like Xinjiang and come to Nalati. " Rui, general manager of Shanghai Star Alien Culture Communication Co., Ltd. said.

A feeling:

Local musicians and aid cadres sew wedding dresses for "beekeepers"

1 1 At the end of the year, Rui began to organize composers to write lyrics. As for the title of the song, everyone always thought it should be called "The Beekeeper of Nalati". "The lyricist has never been to Xinjiang, and we have repeatedly communicated to find inspiration. After the first edition of the lyrics came out, I felt that it could not reflect the characteristics of Yili and Nalati. Then we polish it over and over again. After half a month, we revised 4. He said.

Coincidentally, when revising the lyrics, Rui talked about the creation of this song with a Shanghai aid cadre. "This aid cadre has returned to Shanghai, but he has great feelings for Xinjiang. He said he wanted to write a reply to the shepherd as a beekeeper. It took less than 15 minutes, and he sent me a reply from the beekeeper. Very touching. After the release, many people shed tears for this letter. " Yan said.

65438+February 18 A song "The Beekeeper of Nalati" was launched on Netease Cloud Music Platform, and then the marketing center of Nalati Scenic Area produced the MV of this song, with tearful singing, supplemented by Nalati's intoxicating scenery and polished copy for nearly a month. They sorted out the content and posted it to the local official account of Yili Zero Distance WeChat. "We didn't choose the official WeChat account of the scenic spot to be released first. We want to use a higher platform to radiate and drive the official WeChat account in Xinjiang to promote this song and create a hot spot. " Che Hua said.

Soon, this WeChat tweet gained 65,438+million+readings as soon as it was issued. Then, platforms inside and outside Xinjiang have forwarded relevant content. On the short video platform, a large number of video content corresponding to the themes of two songs have emerged. Following the popularity of The Shepherd of Cocoto the Sea, The Beekeeper of Nalati began to have its own traffic.