In 1999, Shandong Weihai launched China’s first city image promotional video on CCTV，This is regarded as the pioneering work of urban marketing in China。Afterwards，In 2000, Kunming also broadcast a scenic film on CCTV，Describe the beautiful scenery of Kunming，Building momentum for the upcoming Kunming World Expo。

After，Various cities、City promotional video for scenic spots、Ads appear one after another on CCTV Chinese International Channel，“Hospitality Shandong” from Shandong，Dalian’s “Romantic City Fashion Dalian”，To "Hometown Henan" in Henan，Qingdao’s “Sail Qingdao”，High-density broadcast of city image advertising，Kicked off the prelude to urban marketing in China。

According to CCTV statistics，The CCTV Chinese International Channel alone broadcasts more than 20 city image advertisements every day，More than 100 cities have broadcast city image advertisements。

The emergence of a large number of city image advertisements and tourism advertisements has gradually brought up a new topic，That is how urban marketing and urban brand planning can promote the development of the tourism industry of a city or scenic spot，How to make a city’s image become a region’s city card。

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March 26, 1999，Weihai Municipal Government pays out of its own pocket，Broadcast Weihai’s city image promotional video on CCTV Chinese International Channel，This urban advertising film has also become the first in China、It is also the only city image advertisement to win the TV Golden Eagle Award。

The emergence of Weihai city image advertising，Inspired other cities to follow suit，There is gradually a nationwide craze for using city promotional videos to market cities and promote the tourism industry。

Enter the 21st century，Dalian re-examines its tourism image，Golden Pebble Beach、Female Mounted Police、Binhai Road has 188bet app become the business card of Dalian tourism，Added large-scale tourism festival activities，Constitutes the core content of Dalian tourism，Full of romance。

Therefore，Since 2000，Dalian proposes the image positioning of "Romantic City"，And won the trademark of China’s “Romantic City”，Exclusive romantic title。Because the commercial has been broadcast on CCTV for many years，Nowadays, when I think of Dalian, I think of a romantic and fashionable city image。

After Beijing’s successful bid to host the 2008 Olympic Games，Beijing city image promotional videos are everywhere，Beijing invites famous director Zhang Yimou to make a big move、Photographed a comprehensive Beijing city image film，Beijing’s long history、Rich cultural connotation、The majestic scenery is displayed in front of the whole world。Propagation through a series of city image films，All aspects of Beijing’s urban culture including food, clothing, housing and transportation are covered。

“After 2008，The quantity and quality of city promotional videos broadcast by CCTV are constantly increasing，City image films are beginning to be regarded by various cities and tourist attractions as the best expression of the spiritual connotation of the city，The most intuitive way。

The city promotional video also combines city symbols、City slogan、Iconic landscape、Humanistic sentiments and other factors，Become the core means of urban marketing。" Liu Xuming, Chief Operating Officer of Zhongshi Jinqiao Media Group said。

But it must be accurate in a short 30-second city image advertisement、Concisely convey the image and essence of the city，Not an easy thing。This involves the planning of city brand and city image。

“City brand and image planning is the design and construction of urban systems，Need to study urban history、Culture and Events，Extract the concept of urban personality from it，Design visual symbols that express conceptual connotations，And build a city building identification system，Featured industry identification system, etc.。" Brand strategy expert Wen Gang said。

For example，The launch of Dalian city brand，Explains that China’s city marketing 188bet online sports betting is transforming from characteristic publicity to spiritual label。Cities mentioned in the past，Think more of city business cards，For example，“Mountain City” Chongqing、“Rongcheng” Fuzhou、“Spring City” Kunming、"Ancient Capital" Luoyang，These titles were once the most concise summary of the city’s image，But these labels seem a bit "brand aging" today，City brand decision-makers need more inclusive “connotation marketing”，Promote specialty products、Transforming the promotion of scenic spots into the promotion of "spiritual labels"。

Place advertising, watch the scenery in the cinema

2009，Feng Xiaogang’s New Year’s film “If You Are the One” won 3.Box office revenue of 2.5 billion yuan，Became the best-grossing Lunar New Year film of the year。This movie was shot in Xixi Wetland, Hangzhou and Hokkaido, Japan，The result can be imagined，Hangzhou Xixi Wetland Park became famous overnight，Becoming another must-visit tourist attraction in Hangzhou，Hokkaido, Japan has also become the most popular overseas tourist destination for Chinese tourists that year。

"Transformers 4" will be staged around the world in 2014，It has swept the domestic box office record of 1.9 billion yuan，A total of 41 brands were implanted in this movie，There are as many as 17 local brands in China。This blockbuster film was shot in China’s Wulong Tiankeng and Hong Kong。

But afterwards，Chongqing Wulong Karst Tourism Group held a press conference in Beijing，Announcement of breach of contract for "Transformers 4"，Because the words "China Wulong" are not shown in the subtitles or scenic spots in the entire movie。From the outside world，This is a successful hype，Taking the opportunity to be included in the blockbuster "Transformers 4"，It also brought about a surge in the number of tourists in the scenic spot。

In fact，As more young people are willing to go to the cinema，As more young people are willing to go to the cinema。Many big brands are willing to choose movies with good reputations for content placement，Many cities and scenic spots also appear in popular movies。

In Wen Gang’s opinion，Showing the scenery of a city or a scenic spot through movies，Choose to unfold the plot in these beautiful places，188bet app Also reasonable，It’s also pleasing to the eye。So，When a movie becomes popular，The city in the movie also became popular，Dali is a successful example。

When the movie "囧囧" popularized Thailand tourism，"Unexpected" sets Dongji Island on fire，The hit screening of "The Flowers of the Heart"，It also makes Dali, the main filming location of the film, an ideal destination for many urbanites。In fact，In this movie，The episode in Dali lasts more than 60 minutes，And there are many ways to implant it。

For example，The destinations targeted by several protagonists are all in Dali，Being an implicit spokesperson for Dali；The main clue of the movie，The core stories are all related to Dali，And the scenery of Dali has been exported many times，What’s more important is that the song “Going to Dali” also runs throughout the film。

It is reported，When the movie is released，The topic about Dali set off the Internet，Become the hottest word。“Go to Dali” has become a hot search term，The search volume of Dali Inn such as Qunar increased by 40% compared with the same period，Visitors increased by 20%。In 2014, Dali received a total of 25.67 million domestic tourists，18% year-on-year increase，It should be said that a movie has made a huge contribution to Dali tourism。

Getting out of the misunderstandings of urban marketing

Previous years，Many cities are playing the “hometown card” in order to compete for celebrities， For example, in recent years, the topics of "Cao Cao's hometown", "Cao Xueqin's hometown", "Zhao Yun's hometown", "Diao Chan's hometown" and "Zhang Fei's hometown" have appeared in the newspapers，There are even more cities competing for their hometown，Invest a large number of hometown scenic spots at any cost。

This shows that in the planning of urban marketing，Many cities ignore cultural soft power，Eager for quick success，Pursue antique culture、Pseudo culture and vulgar culture，In order to compete for the "hometown effect"，Focus on shaping the city’s image by competing for various hometown titles。

Some media have made a statistics，In more than 600 cities in China in recent years，183 cities have proposed the goal of building an “international metropolis”，More than 188bet online sports betting 30 cities will become financial centers。City managers are extremely ambitious，But it is seriously out of touch with reality，The city positioning imagined out of thin air is actually "looking at the moon in the water"。

“This reflects the convergence of urban image design，It is caused by the vague positioning of urban culture，On the one hand, because the city itself is not well recognized，Internal reasons for insufficient characteristic resources；On the other hand, there are also cities pursuing policy hot spots，Seeking external factors for policy tilt。"Liu Xuming Analysis。

In Wen Gang’s opinion，Many urban marketing plans lack front-end strategic analysis and image positioning procedures。In addition，There is even a lack of in-depth exploration of a city’s culture and history，It’s often the leader who slaps his forehead，Find a planning company or filming company，It’s a waste to shoot a scenery film，But did not ask about the history and humanities of the area，Environment and core advantages，Or you want to express anything，The shaping of city image changes frequently。

For example，Qingdao is a famous coastal city，Have given birth to many well-known industrial brands，Haier、Hisense、Tsingtao Beer、Aucma, etc.，Therefore，Qingdao’s city image was named the City of Brands，But with the holding of the 2008 Qingdao Olympic Sailing Competition，Qingdao is positioned as the capital of sailing boats，According to this, we will build a yachting capital in the future。“In the process of city brand building，We must pay attention to combined planning and promotion，Don’t over-exploit，Excessive diversification，Ignoring the identification of the main image of the city。" Wen Gang said。

While Hangzhou is positioning its city，Did not deliberately emphasize history, culture and landscape，Instead, it calls for a “city with quality of life”，This statement can cover all the history and culture of Hangzhou、The sensory impression brought to people by comprehensive factors such as natural landscape and economic development，That is a city with quality of life，This kind of positioning is consistent with precision、188bet online sports betting Requirements for diversity and individuality。

The city LOGO of Hangzhou is a variant of the word "Hang"，You can see the Three Pools of Hangzhou reflecting the moon in the character "Hang"、Pavilions, pavilions and other Hangzhou characteristic elements，Highly recognized。Therefore，You will never forget it after seeing it。

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