Yongding Tulou in "Big Fish Begonia": Focusing on three-dimensional marketing has been implanted in many film and television dramas

"The ultimate goal of film and television implantation is to promote Hakka Tulou using Hakka culture as a selling point, so not all film and television dramas are suitable for filming in Yongding Tulou." Lin Ruju said that the theme of the film and television drama must be consistent with the Hakka's profound cultural heritage and the feelings of family and country.

Original title: Innovation, protection, and development, promoting the "Yongding Road" to upgrade the "Uncle" of Tulou in the whole region

."The camera zooms in. In the light blue misty rain, circles of round tile roofs are intertwined. The red lanterns are lit up one after another, and time begins to grow long and long." This is a picture from the animated film "Big Fish Begonia" that was released nationwide on July 8. In the film, Yongding Earth Building in Fujian Province, one of the classic scenes of the world cultural heritage-once again stunned the national audience.

"We have always paid great attention to three-dimensional marketing, and film implantation is one of them." When talking about whether "Big Fish Begonia" will trigger a new round of "Tulou Tourism craze," Lin Ruju, director of the Yongding District Tourism Bureau, replied with a smile that Yongding tourism has developed rapidly in recent years, all thanks to Tulou's brand building, scenic spot development and protection, and all-region tourism development. Unremittingly efforts. "Yongding Tulou is a precious asset left by Hakka ancestors. Our goal is to go abroad and go global, and become one of the most beautiful business cards in Fujian and even China."

1. Innovative marketing methods The director of tourism turned into an "Uncle of Tulou"

On the eve of the release of "Big Fish Begonia", the Weixin Official Accounts of Yongding Tulou Scenic Area published an article inviting Uncle Tulou to attend the premiere of "Big Fish Begonia", which took advantage of the movie to promote and tell the origin of "Big Fish Begonia" and Yongding Tulou; On July 8, the day of the movie's release, the Weixin Official Accounts of Yongding Tulou Scenic Area announced the news that "Uncle Tulou", the spokesperson of Yongding Tulou, was invited to attend the premiere."Big Fish Begonia" called you back to your mother's home, and displayed the Yongding Tulou in the film; On July 11, the fourth day after the movie was released, the WeChat Official Accounts Weixin Official Accounts issued a recruitment order, agreeing with tourists to go to Yongding Tulou to find the movie's protagonist, the girl "Chun". Marketing publicity is closely linked and careful. The reporter searched and found that in addition to the own Weixin Official Accounts of Yongding Tulou Scenic Area, travel companies such as Ctrip, Tongcheng, and Sina have also promoted Yongding Tulou related products on their official websites and public accounts through the momentum of movies.

"In addition to traditional travel agency marketing and on-site promotion, we also use multiple channels and methods such as Internet, word-of-mouth, self-media, and film and television drama implantation, and use 'Internet +' low-cost marketing methods such as OTA, O2O, and B2B., with new marketing concepts and models, we strive to expand the depth and breadth of Tulou tourism marketing and transform into three-dimensional marketing." When it comes to the three-dimensional marketing method of Yongding Tulou, Lin Ruju, director of the Yongding District Tourism Bureau, is familiar with it.

"There are many film and television works that come to Yongding Tulou to shoot, such as" One Step Away "," Red Cradle "," Tulou Adventure "," Hakka Mom "," Down to Nanyang "," Hakka Wind and Rain ", etc." When talking about the achievements of Yongding Tulou in film and television dramas, Lin Ruju's pride was evident in his words."In recent years, Yongding Tulou has been on CCTV many times, and has been posted on CCTV's Spring Festival Gala public service advertisement" Chopsticks "and the Year of the Monkey Spring Festival special program" Overlooking Spring "and the May Day special program" Labor Creates the China Dream ", focusing on the beautiful scenery of the Hakka Tulou and the hard-working Hakka people; At the same time, CCTV's 4 "Travel Across China" also aired "Returning from Yongding without Eating Cattle" and "Tulou Cuisine with the Taste of Cattle" during prime time, and recently filmed "Star Chef Assembly."

"The ultimate goal of film and television implantation is to promote Hakka Tulou using Hakka culture as a selling point, so not all film and television dramas are suitable for filming in Yongding Tulou." Lin Ruju said that the theme of the film and television drama must be consistent with the Hakka's profound cultural heritage and the feelings of family and country. It is reported that there was a "little fresh" film that wanted to be filmed in Yongding Tulou and was rejected. Lin Ruju felt that the plot was not very integrated with rural culture and feelings of family and country.

In addition to publicity through various channels, the Yongding Tulou Scenic Area has also played a "Internet celebrity" effect and launched the cute spokesperson "Uncle Tulou"-Lin Ruju. "Now many people don't call me by name and call me 'Uncle Tulou.'" Lin Ruju said happily that this name is in line with the communication characteristics of modern society and is popular and easy to remember.

"I often use the name of Uncle Tulou to share new developments of Yongding Tulou on the public account and circle of friends, and broadcast the new changes of Yongding Tulou live. Everyone likes it very much." Lin Ruju told reporters that as a native of Yongding Tulou Hakka, he has persistent feelings for his hometown. "Uncle Tulou has an ideal in the Tulou world, that is, to contribute to the tourism industry of his hometown, let more people know about Yongding Tulou and how beautiful my hometown is."

2. Development never forget the original intention, beautiful scenery, people and rich villagers hold the "golden rice bowl"

. During the development process, many tourist attractions will encounter the problem of how to coordinate the relationship between development and protection. Yongding Tulou, a world cultural heritage site, is no exception.

"In this regard, we have always adhered to the principle of protecting Tulou through Tulou tourism development." Lin Ruju told reporters,"First, we must reach a consensus with the masses and let everyone realize that tulou are a precious asset left to the Hakka people by their ancestors and need to be protected well; second, benefit sharing. Yongding Tulou Scenic Area spends part of the ticket revenue every year to share with the people in the scenic area. Sharing, let everyone realize that only by protecting tulou can everyone have a better life; third, we can protect tulou through tourism development. Once the tourism industry develops well and the villagers will truly realize their dream of getting rich through tourism development, they will also care more about the tulou, and only then can the scenic spot have more financial resources to protect and repair the tulou." It is reported that Tulou Company spends more than 20% of its ticket revenue every year on the protection of Tulou.

According to reports, Yongding's tourism development has brought a large number of tourists to the scenic spot. The local people have tasted the benefits of participating in tourism operations. The per capita net income percentage of the people in the scenic spot has increased by double digits every year. The enthusiasm for returning to their hometowns for employment continues to rise. Production and living conditions have gradually improved, and local people have become the "golden rice bowl" of tourism. The Yongding District Party Committee and District Government take advantage of the situation and actively guide people in scenic spots to further understand the precious value of tulou. More and more people are taking the initiative to apply to the cultural relics department for maintenance and apply for cultural protection units, and their enthusiasm and initiative for conscious protection are becoming stronger and stronger.

"Tulou and Hakka culture are the foundation for our tourism development, so the protection and cultural inheritance of Tulou have always been our top priority." Lin Ruju said,"In addition to mobilizing the masses to spontaneously protect, we have also established a tulou protection and management organization, formulated protection and management measures, innovated tulou protection research methods, encouraged residents to live in their original houses, and restored the most authentic Hakka tulou culture." It is reported that Yongding has established the first county-level cultural relics bureau in Fujian Province, and established the Fujian Tulou Protection, Management and Utilization Committee in Yongding District to establish a three-level management mechanism at the district, township (town) and village levels. It has also specially established a township Tulou Protection and Management Office, Tulou Fire Squadron, Scenic Area Tourism Management Squadron and Construction Supervision Squadron to strengthen the protection and management of Tulou; The "Yongding Hakka Earth Building Protection Plan" was compiled, and a series of normative documents such as the "Fujian (Yongding) Earth Building Protection and Management Regulations" and the "Yongding County Earth Building Protection and Management Regulations" were formulated and promulgated to improve the management system; For the first time in the country, laser three-dimensional surveying and mapping technology was used to establish a three-dimensional digital model for Fujian Tulou-Chengqi Building, effectively solving the problem of difficulty in observing the overall deformation of ancient buildings, etc.

3. Tulou leisure and health products are not "earthy"

. Under the active development, effective protection and in-depth excavation, the tourist reception volume of Yongding Tulou Scenic Area has continued to grow. In 2015, a total of 5.5728 million tourists were received, a year-on-year increase of 16.1%; overnight tourists were 2.4073 million, a year-on-year increase of 14.5%; total tourism revenue was 4.452 billion yuan, a year-on-year increase of 18.4%.

"In 2015, Yongding was successfully selected into the first batch of national all-region tourism demonstration zones. This not only affirms the development of Yongding tourism, but also brings us new ideas and requirements." Lin Ruju said that 2016 is the first year for the implementation of the "13th Five-Year Plan" and a critical year for the implementation of supply-side structural reforms. Yongding Tulou will also closely focus on the goal of building an international tourist destination, in accordance with the Longyan Municipal Party Committee and Municipal Government, The Yongding District Party Committee and Government made strategic decisions, comprehensively deployed various tasks, vigorously promoted project construction, enriched tourism products, standardized market order, enhanced civilized awareness, and made every effort to do a good job in tourism work.

According to reports, the Yongding Tulou Scenic Area has quantified and project-oriented tourism development work in the entire region, and formulated plans such as the "13th Five-Year Plan for Tourism Industry in Yongding District of Longyan City" and the "Implementation Plan for the Establishment of a National All-Region Tourism Demonstration Zone in Yongding District" to further clarify the goals of the recent work. At the same time, a global tourism working group was established with leaders in charge of the district government as the group leader and relevant personnel from the Tourism Bureau, Tulou Management Committee, and Tulou Company as members to fully promote the transformation and upgrading of the tourism industry in Yongding District, improve quality and efficiency.

"In recent years, we have focused on building a bigger and stronger brand and vigorously consolidating the foundation and supporting facilities. With an investment of nearly 2 billion yuan, the 65-kilometer-long tourist road and the Hucheng Expressway in the Tulou Scenic Area have been completed and opened to traffic; with an investment of 340 million yuan, Fujian Tulou Hakka Folk Culture Village and Gaobei Tulou Wang Scenic Area Tourist Service Centers, covering an area of 122.4 acres and a building area of 80,000 square meters, have been put into use; Fujian Tulou Style Street with an investment of 210 million yuan and a building area of 59114 square meters was officially put into operation." Lin Ruju introduced that Yongding Scenic Area, relying on the county seat, has successively introduced Hakka ancient towns with a total investment of 3.2 billion yuan, Tianzi Hot Spring with a total investment of 2 billion yuan, Dream Tulou with a total investment of 800 million yuan, and Tulou Nature Museum with a total investment of more than 200 million yuan. A large number of tourism projects have settled down. These projects have added new tourist consumption points to Yongding and extended tourists 'stay. The transformation from transit tourism to night tours has become increasingly obvious, forming a "understanding of Hakka, viewing Tulou, appreciating culture, The series of differentiated tourism products "Taste delicious food, soak hot springs, and Tao ancient towns" has accelerated the transformation from a single sightseeing tour to a compound tour of sightseeing, leisure, health and vacation, and embarked on a road of "transformation and improvement, a road of integration of culture and tourism, and a" Yongding Road "featuring the" Road to Tourism ", and the development of tourism in the whole region has flourished.

"In the future, Yongding will vigorously implement the strategy of 'establishing ecological zones, strengthening industrial zones, developing cultural tourism zones, and stabilizing agricultural zones' proposed by the district party committee and district government to adapt to the system transition, accelerate economic transformation, and promote work style changes, highlighting 'industry Entrepreneurship, agricultural excellence, and cultural tourism innovation' development focus, comprehensively build a new Yongding with beautiful entrepreneurship, innovation and virtue, and strive to build cultural tourism as a pillar industry in Yongding. To this end, we must also focus on promoting in-depth cooperation with Wanda Group and cultivating the listing of Yongding Tulou to enhance comprehensive competitiveness; accelerate the improvement of the product system to ensure the launch of traditional cultural research and education products for Hakka Tulou in Yongding, Fujian in 2016; Support rural tourism, accelerate the creation of rural tourism brands; expand red tourism, transform and upgrade the Jinsha Red Site Group, and actively promote the development and construction of Zedong Tower; Deeply explore cultural connotations and inherit and promote Hakka culture; Improve the quality of accommodation, strive to improve tourism reception capabilities; promote the development of smart tourism and create smart tourist attractions..."Lin Ruju flipped through his workbook and counted items one by one.

Editor: Nancy