How to write the headline of a scenic spot promotional advertisement

But as soon as the customer explained the relevant situation to colleagues in the planning department, he turned his back and left. Some inexperienced planners started having a "headache" for five reasons: 1. Similar to case (1), Locally, this scenic spot is not an emerging scenic spot. Local citizens already know enough about it. They often come and go, and their high awareness of the scenic spot's products has made the tourist attraction's products "new and strange". This attraction The focus of consumers has been weakened to a certain extent; 2. Because the area to which the scenic spot belongs has been relatively closed in history, in addition to natural landscapes, there is a lack of cultural landscapes in the scenic spot, and the canyon scenic spot is a national nature reserve, and it is even less likely to be in the area. Carry out some cultural activities as a novel selling point; 3. The biggest differentiated selling points in the scenic area are only two points: the beautiful and steep landscapes on both sides of the canyon, the clear and shallow canyon waterways for tourists to play in the water, and the word "elegant" It can be summarized completely. 4. The customer’s investment in publicity is relatively small. On the purchase of newspapers and periodicals, they only spent more than 20,000 yuan (20,000 yuan was placed on the cheapest newspapers and periodicals in the local main urban area, and they could only buy 3 "banner × 6" rigid advertisements); 5. The customer did not provide any brand-new reasons that tempted consumers. In view of the above reasons, the young colleagues in the planning department are really helpless: "It's just a canyon landscape after selling it. What else can be done?", "Can they provide newer selling points?" , "Can we get a discount on the tickets?", "Don't think so much, we will do it as they say.", "20,000 yuan, except for the media purchase fee, is almost the same, boring!"... Really I am "full of complaints", but since I have accepted the customer's order, I should help the customer with this advertisement (not to mention, this customer has a long-term business relationship with our company, and it needs to be smooth and smooth). Therefore, this task falls on the shoulders of the tourism project planning group. In view of the above-mentioned "headache" reasons for others, the tourism project planning group believes that: 1. Although it will have an impact on the life cycle of the scenic spot product, due to the scenic spot's limited conditions, only Make use of the original natural hardware resources in the canyon; 2. The high awareness of the scenic spot among the citizens of the main urban area has actually reduced the resistance to advertising (in terms of consumer education in the mid-to-early stage), and only a light effort is enough. . 3. The client realizes that the audience awareness of the scenic spot is already high enough, so it is not allowed to invest more money in publicity. However, newspaper advertisements are not the only kind of rigid advertisements. There are other newspaper promotion methods to choose from. 4. Although the client did not provide anything new, there is definitely something to be explored in the "elegance" of the scenic spot, and it is by no means "making a meal without rice". After active contact with the client, the task force found a lot of information from the client, some of which aroused our interest. They were about some interesting things that happened when foreign tourists came to the canyon scenic spot and marveled at the beautiful scenery.

For example: some foreign tourists were so moved by the shallow, clear and transparent water in the canyon that they took off their clothes and jumped into the canyon to swim with the fish; some foreign dignitaries, especially some dignitaries, were I was deeply moved by the beautiful scenery of the scenic spot and expressed my desire to live in the scenic spot now or after retirement. The unique plant and animal communities in the scenic spot are a hot spot for inspection by foreign researchers and filming by foreign natural documentary shooting units. Every year, there are Hundreds of experts came here to visit... After mastering the above information, the task force refined the rough and refined, and finally formed the advertising idea: 1. The behavior of these foreign tourists is mainly due to the "elegance" of the scenic spot. Impressed, and this reflects the life concept of most foreign tourists who "advocate green and respect nature", and this is the further improvement of the brand perception conveyed by "Qingya" (taking advantage of the Chinese people's psychology of advocating fashion, so that foreigners can Leading the fashion); 2. The "natural" concept embodied by foreigners is also sought after and appreciated by most Chinese tourism consumers, and some of the plots are what attract consumers' attention. Therefore, these foreigners' tourist attractions Timely details, as the main publicity point in the advertisement, will definitely strengthen the audience's attention; 3. In terms of advertising form, adopt the form of soft advertising to improve the efficiency of customers' investment funds (compared to the form of "banner × 6" rigid advertising , 20,000 yuan can be used to place 8 consecutive soft advertisements on the main eye-catching page of a major newspaper in the main city; each soft advertisement is more than 500 words) The headline of the first soft advertisement - "Within 1 hour, more than 100 foreigners jumped at the same time "Entering XX Canyon", the content of the soft article is that when some foreign tourists visited XX Canyon, they were deeply moved by the beautiful water and gorge. Taking advantage of the hot weather, they jumped into the stream in the gorge and swam with the fish (details: details provided by the customer) Once, more than ten small boats entered the canyon, carrying more than 150 foreigners. When they went deep into the canyon and the water was elegant, more than 100 foreigners took off their coats one after another and went into the water to play, which scared the tour guides to pale.) Chapter 1 Two soft advertisement headlines - "2 foreign presidents, 1 foreign prime minister, 5 foreign crown princes, 7 foreign princesses, and 19 foreign ministers all want to settle in XX Canyon" (also created the best title copy for the task team leader ), the content of the soft article is that political figures from some of the above-mentioned countries, after visiting the scenic spots, were attracted by the beautiful scenery of the scenic spots and expressed their desire to settle in the scenic spots now or after retirement (Details: The client said that the above-mentioned political figures from Europe, America or developing countries They all expressed their intention to settle in the scenic spots, and some even left documents of intention, requiring a large sum of money to move in, which made customers feel frightened when receiving them.) The title of the third soft advertisement - "In XX Canyon, you will often meet Nobel Prize" Award Winner", the content of the soft article is about many foreign senior researchers in nature and biology. Because of the prosperity of biological series in XX Canyon, they often choose XX Canyon as a sightseeing and inspection site (details: The client said that among these researchers from abroad, Many are winners of various international research awards, and some are Nobel Prize winners. It is an honor to travel to scenic spots face to face with scientific masters)... After the advertisement is written, the client During the review, the client was reluctant to use these titles after persuasion work by the task force because of the “amazing” nature of the titles and the fear of being “too loud”. However, as soon as the eight soft advertisements were published, they caught the eye because of the "shocking" headlines (at the same time, in order to attract readers' attention, the bold title font size was 5 times the text size, which is rare in soft advertisements), just like a The blockbuster bomb caused a huge wave of word-of-mouth communication in the local area and firmly captured the audience's attention. At the same time, by refining the details of the scenic spots visited by foreigners, it once again evoked the local citizens’ beautiful memories of the scenic spots’ elegance, allowing foreigners to express their “advocacy for green and respect for nature” and make the brand quality of the scenic spots more prominent in the hearts of the citizens. Improvement, using "foreign" to promote business, and the customer's consultation phone number published in the advertisement was once again "detonated". After the advertisement was published, the client was still a little excited when giving feedback, saying, "This is the best situation among the few climaxes that have occurred since the opening of the scenic spot!"———————————— ————————(End of case analysis) The method of writing such headlines for scenic spot advertisements is the so-called “shock-shocking method.” Long-term publicity can easily cause consumers to become cognitively inert about advertising (if only these selling points are used in the long term, the audience will of course become numb). At this time, what is needed is to find out relevant details that are conducive to improving the brand connotation based on the quality of the scenic spot brand, and refine a brand through semantic deconstruction methods such as "exaggeration", "brightening", "rough expansion" and "sensation". The main title is more in line with consumers' consumption mentality (foreigners are more advocating and enjoying nature) and has a higher perception threshold than consumers' usual stimulation state. After seeing the title, consumers will form "Yeah (so surprised)". Why is this happening? )-ah (it turns out such a thing really happens!)-ha (it’s really interesting, go check it out!)” and concentrate on accepting the content of the advertisement, and at the same time, This will further enrich the connotation of the scenic spot brand and achieve twice the result with half the effort.