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凡奇年度案例巡礼 | “回盛唐 过重阳”太白山·唐镇重阳节IP营造

凡奇创意 2024-02-19
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案例评分: 0.0 分 / 共0人评分



太白山·唐镇

回盛唐,过重阳


< 执行团队 >

事业一部





唐镇从立项之初就怀抱着“想做一个有中国文化特色、给陕西老百姓带来另一种生活方式”的理想,它就像一颗根植在盛唐文化土壤里的种子。

对于唐镇来说,中国历史与文化是项目最根本的底色,在“消费节日越来越多,情感节日越来越少”的现当代,有必要对中国节日给予更多的重视与推崇。于是,唐镇“中国节日复兴计划”应运而生。





策略出发点

01价值观:落地像唐诗一样生活

复兴一个中国节日,展现唐诗一样的生活

02运营:小镇节日系统专属唐镇的过节方式

唐镇中国年之后,又一个重要年度节日IP

03传播:走向全国的初步路径探索

西安媒体全面报道,全国媒体参与/案例分享


前宣预告

中国节日复兴计划,“回盛唐 过重阳——唐镇重阳节”即将启幕。




当情感表达日渐悬浮、表面化,为了做一场高情感浓度的中国文化复兴,我们深度挖掘中国传统节日,以一封走心的亲笔书信,将时光拉回木心笔下“车马都慢”的时代。而这封家书的执笔人正是唐镇业主、陕西省文联副主席、陕西省中国画学会会长、陕西美术家协会名誉主席王西京。




王西京老师亲笔撰写一封写给全球唐人的家书





中国节日复兴计划人文大片上线预告海报





当书信跨越山海抵达游子手中,也唤起了他们对故土的思念,分散在天南海北的唐人不远万里从德国、北京、广州等地方赶来,为这场重阳的团圆再聚唐镇。





业主代表拍摄读信短片




这场隆重又浪漫的相聚,让我们看到了唐镇的人文厚度,也开始意识到这个坐落于西北的唐风小镇正在悄悄做一件了不起的事。










全国媒体代言










包罗万象的唐镇重阳节,我们将其概括为“重阳九乐”




后宣发酵


陕西媒体圈/官方公众号传播报道


全国自媒体深度长文推送及案例复盘直播分享


西安官媒专题报道


活动结束后,业主纷纷发来好评和感谢




回顾纪录片

在一次全面回顾中,呈现我们追求的诗意生活方式。


总结与启示


文化与情感:

让我们坚信价值观的力量,创造更多感动

定位与传播:

让我们坚定走向全国的底气和信心

运营与社群:

让我们去打造更代表盛唐文化的唐镇节日系统






END


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所属行业

房产

形式类别

整合营销

所在地区

中国大陆

标签

凡奇

时间

2024-02-19
注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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