Integrated planning scheme for film and television production in scenic tourist areas

The integrated planning scheme for film and television production in Hulu Mountain Scenic Area The first chapter of China's tourism industry urgently needs advertisements The second chapter is the outline of the program of film and television advertisement production in Hulu Mountain Scenic Area. Chapter III The integration and dissemination of tourism development in Hulu Mountain The director introduces the first chapter of China's tourism industry, which is urgently waiting for advertisements. What is the advertisement? To put it simply, advertising is a way and means of sipping and selling, a way and means of making goods for sale, and a means and means of disseminating information. Communication is economic, and half of the goods are advertising. In the 21st century, the world has entered the post-advertising era of “no advertising, no shopping”. Today's society is a highly information society with a large human being and a small earth. Everything is completely informatized. The vast expanse and explosions, complex and mysterious information are even filled with every pore of ours. Advertising is a kind of artificially enriched information, which is the nuclear power and nuclear bullets that advertisers use to generate intelligence and money into the brain and mind of people. It is no wonder that some people will describe the modern era as: "In the air we breathe every day, in addition to oxygen and nitrogen, it is advertising." What is McDonald's? Americans tell us: "The entire store of McDonald's is an advertising medium." It sends you various forms of advertising information through your five sensory channels. Tourism is a special industry that can't be seen before, can't touch, sell scenery, sell culture and sell services. Advertising has an inestimable status and role. Advertising is a booster for tourism development. However, it is such a modern industry that is in urgent need of advertising support, and it is still difficult to find the achievements of advertising. Even if there are, there are very few, naturally lacking macro and masterpieces. Exploring this strange situation, we can easily find: First, the tourism industry's advertising awareness is extremely weak. There are still quite a few business owners and local officials who regard advertising as a dispensable thing, thinking that advertising is a visible cash input and an invisible benefit output. Because they lack the strategic vision they deserve, they always consider the essential advertising investment as a cost savings. Second, there is a serious shortage of travel advertising funds. Since the ideological understanding can't keep up, the natural work can't be placed in the right place, and the investment in tourism advertising can't be guaranteed. In some famous tourist areas, due to various factors such as the system, the necessary investment in tourism image advertising cannot be guaranteed. The tourist attractions such as Huanglong Cave, Fenghuang Ancient City and Nanyue Hengshan in Zhangjiajie have achieved corporate management, and the situation is very different. The annual advertising investment is over several million yuan. Third, the overall level of tourism advertising is low. The main performance is the small quantity and low level. Tourism advertising is in its infancy, and the funding is stretched. There is no unique creativity and design. It can't be elaborated and produced. It can't talk about the artistic charm and huge effect of advertising. The tourism industry calls for travel advertisements. When will tourism advertisements no longer be anemia, and when will travel advertisements break through? Chapter II Outline of the Program for Film and TV Advertising Production in Hulu Mountain Scenic Area 1. Production Content: Film and TV Advertising + Special Introduction According to the specific content of Hulu Mountain Scenic Area, the production of betacam cassettes for TV broadcasts in various places will be used for various businesses. Units, travel agencies show broadcast, staff training and education, tourists to buy or give a gift of vcd1000. The production content can be roughly divided into two major contents. One is the various kinds of film and television advertisements that focus on the theme of Hulushan and the different litigation priorities in different periods, and the second is about the special report of Hulu Mountain Scenic Area or Follow the guided tours of the general tour. Second, the integration of film and television advertising segmentation content: Different forms of advertising litigation with different advertising content, so that a wider range of coverage of different levels, different needs of the customer group, different time slots to broadcast litigation of different focus on film and television advertising for different time periods Tourist hotspots. Therefore, the integration content of this program mainly starts from the following three aspects: Topic 1: The overall image advertisement of Hulu Mountain: Film and television creative copy: Description: The theme of this advertisement is positioned as information dissemination and image publicity. Its main purpose is to capture the popularity of the scenic spot, and integrate the packaging of the little-known scenic tourist area of ​​Hulu Mountain into the market, and push it to the market with a brand image to maximize the understanding of the tourism consumer groups and industry units. Recognize this emerging travel brand. The theme of this advertisement can be set as “Hulu Mountain – Health Journey”, or “New Pearl of Tourism in Southern China”, “Leisure Vacation, Good Land, Cave Day Hulu Mountain” and so on. Theme 2: Promotional advertisements based on time slots and different appeals: Film and television creative copy: Description: The advertising production of this program is mainly based on the principle of integrated marketing and advertising, and the hot spots of holiday tourism. It is mainly scheduled to be broadcast during the Golden Tourism Week and the Ciyun Birthday during the Spring Festival. During the Spring Festival, the product is considered to increase the sales volume of the products as much as possible, and seize the opportunity and business opportunities of the Golden Tourism Week. The preliminary consideration of this program can be designed as five versions of Wu.1, X.1, and Ciyun. In order to save costs, five. One, ten. One can use the same version, and can be changed in subtitles and slogans. Topic 3: Selling advertisements with different appeals for different customer groups: Film and TV creative copy: Litigation 1: Hulu Mountain – Farming Journey. Mainly in the holiday garden, ecological orchard, holiday apartments as the theme of litigation, with the pastoral scenery as a show, with students, families as the market positioning. Litigation 2: Hulushan - a journey into the incense. The theme of the fairy tale culture of Ciyun Temple and Hulu Mountain is mainly the litigation theme. It is based on the entrance of Xiangxiang Clifford and Ancient Temple Tourism, and is based on tourism viewpoints and religious believers. Litigation III: Hulu Mountain - a trip to a happy family. Mainly based on the comprehensive facilities of Hulu Mountain, holiday apartments, orchards, holiday gardens, playgrounds, etc., the theme of family vacation, holiday and leisure is market positioning. Litigation 4: Hulu Mountain - business travel. Mainly based on Hulushan's comprehensive facilities, rich content, moonlight clubs, holiday apartments, flavors and foods, etc., the travel package is used as a buying point, and the business travel of the unit group is positioned as the market. Each of the above ad scripts is divided into two versions, Mandarin and Cantonese. The specific content needs to be divided into five versions: 5 seconds, 15 seconds, and 30 seconds. Third, the feature film feature film is divided into two forms of content and demand. One is produced in the form of a tourism special report or a tourist attraction. The content is about 8-12 minutes, mainly used for advertising on TV broadcasts; one is produced in the form of style films, guide films, and information films. About 20-30 minutes, mainly used for tourists to commemorate the purchase or gift, display publicity, staff training or guide route, guide word training. Chapter III Reflections on the Integrated Communication of Hulu Mountain Tourism Development I. The arrival of tourism integrated marketing communication We have now entered a new era of communication. Communication is about seeking dialogue rather than monologue. It is a response that can trigger a response rather than deliberate speculation. The traditional tourism communication has become obsolete. The concept of “the wine is not afraid of the deep alley” has long been outdated, and it will become a star yesterday. In the information explosion today, the new brigade-sale has turned to information, demand, cost, convenience and communication. In the past, the business philosophy of tourism companies was “tourists please pay attention”, and now the most fashionable motto is “please pay attention to tourists”. The new concept of tourism says: Tell people who you are? what do you have? where are you? What makes you different? Everything starts from the tourists, understand their psychology, grasp their needs and provide their convenience! Don't play with your travel products, and give visitors a “reason for wanting”; 2. Regarding the theme of Hulu Mountain tourism, thinking about historical and cultural tourism, the industry has already

The conclusion - three thousand history to visit Xi'an, millennium culture tour of Beijing, a hundred years of watching Shanghai. Enjoy the natural scenery, the tourists have their own - beautiful and mysterious Xishuangbanna, fresh and beautiful in the world of Guilin landscape, smashing the wild and interesting Zhangjiajie, the dangerous, strange, and famous in the world of Wuyue Xiongfeng. In the tourist resorts in Guangdong, the theme has been formed - to wash the hot springs to Conghua, Qingyuan, to see the lotus to Sanshui, the Grand View Garden has the splendid China, the world view, climb the high to go to Luofu Mountain, the animal world has Xiangjiang, Chimelong Zoo, Entertainment and relaxation have a green world and a happy valley. Hulu Mountain, a newly-known and not-known new attraction, has a 400-year-old ancient temple, a 600-acre ecological orchard, and a variety of fairy cultures. The largest and most complete imitation Suzhou-style garden in Guangdong has beautiful beauty. The natural wonders and cultural landscapes of scenic tourist areas, how to reposition their own tourism culture and theme at the beginning of the new century? 3. What is the tourism culture of Hulu Mountain? Hulushan = Ciyun Temple = a variety of fairy legend culture? Hulushan = Holiday Garden, Ecological Orchard = Farming Tour? Hulushan = Suzhou Garden, Negative Ion Oxygen Bar, Lovely Zoo? Hulushan = Holiday Apartment, Moonlight Club, Flavored Food? Do not! The sum of all these natural and human landscapes is the true Hulu Mountain tourism culture. Hulu Mountain is a place with thousands of years of legendary culture. She has moving legends, beautiful natural scenery and unique human landscapes. It has comprehensive planning and existing facilities. The real Hulu Mountain tourism culture should be: Natural scenery + Human landscape + health and leisure + pastoral style + religious culture = Hulu Mountain tourism culture Fourth, tourism resources integration and development The tourism theme of the 21st century is: the harmonious unity of man and nature. The ideal sacred view of the 21st century is: return to nature, rich wildness, quiet environment and fresh air. All of this is in the Hulu Mountain! The emerging scenic tourism of Hulu Mountain is all-encompassing. Here are: 400-year-old, Ciyun Temple with the largest indoor Sanbao Buddha in Guangdong; Natural oxygen bar with extremely high negative ion content, elegant and elegant like a paradise; Variety, covers an area of ​​600 acres Ecological orchard; bridges, corridors, pavilions, pavilions, surrounded by imitation Suzhou gardens; pools, streams, springs, rocks, flowers and trees, sculptures organic combination, constitute the overall structure of the Qingxin Garden; with rock monuments, trees, archways, paintings The wall and poetry songs are mainly inscribed, for people to enjoy the jealous Jiqing Park; experience the farmer's fun, enjoy the healthy labor of the holiday garden; and so on. But this is not enough! Increase the overall image of the Hulu Mountain Scenic Area and the packaging and reorganization of integrated resources, strengthen the promotion of external publicity; promote the continued growth of the tourism market, and it is imperative in the coming of the New Year! 5. Opportunities for the tourism industry in Hulu Mountain in the year of 1. The sudden rise of eco-tourism has caused air pollution, noise pollution, water pollution and other serious cities to cover the city. It has been under competitive pressure. People in cities with heavy burdens of life use tourism as a life-saving circle to avoid pollution and relax. They are eager to get rid of the hustle and bustle of the city, admire nature, enjoy nature, and protect nature. Under this call, the concept of eco-tourism has also approached the hearts of thousands of tourists. Tourists are eager to return to their true state of mind. Visitors love nature, and the desire to walk into nature has been around for a long time. Everything returns to the original, to the deep mountains and wild forests, to explore the treasures, to explore the history of the mountains, to indulge in the mood, to enjoy the world scenery, exotic flowers, this is The general psychological needs of modern people, which also create excellent social and psychological factors for the promotion of Hulushan; Business Opportunities and Opportunities Caused by SARS After the SARS epidemic this spring, people pay more attention to health, ecology and the environment than ever before. As a tourist scenic spot, Hulu Mountain is the most unique of the Hulu Mountain. The ecological environment is good, and the cultural flavor is strong. The elegance is like a paradise. Very suitable for modern travel options. First of all, Hulu Mountain is a natural oxygen bar, where the negative ion content is extremely high, and people are in this place like a fairyland. The terrain of Hulu Mountain is complex and varied, with shrubs, weeds, dead trees and rattan everywhere, in the most primitive way. Secondly, the scenic spot has an ecological orchard covering an area of ​​27 hectares. The orchard has more than 20 kinds of rare and famous fruits with health functions introduced from Taiwan, Japan, the United States, Singapore, India and Mexico. Such as dragon fruit, jujube, Jinhuangmang, crystal pineapple, seedless yellow skin, carambola, etc., as well as 8 hectares of famous Jufeng vineyard. These fruits are matured all the year round. They can not only be used for tourists to visit, but also let visitors know about various fruit ecological planting knowledge without knowing it. It is a rare fruit ecological education integrating tourism, picking and tasting and ecological education. Garden. 3. The unique nature of Hulu Mountain, the historical and cultural landscape Hulu Mountain enjoys the gift of nature, and has been endowed with a variety of natural landscapes and cultural and historical sites. This comprehensive scenery is unmatched by most tourist spots. First of all, Hulu Mountain is a natural oxygen bar, where the negative ion content is extremely high, and people are in this place like a fairyland. The terrain of Hulu Mountain is complex and varied, with shrubs, weeds, dead trees and rattan everywhere, in the most primitive way. Secondly, the scenic spot has an ecological orchard covering an area of ​​27 hectares. The orchard has more than 20 kinds of rare and famous fruits with health functions introduced from Taiwan, Japan, the United States, Singapore, India and Mexico. Such as dragon fruit, jujube, Jinhuangmang, crystal pineapple, seedless yellow skin, carambola, etc., as well as 8 hectares of famous Jufeng vineyard. These fruits are matured all the year round. They can not only be used for tourists to visit, but also let visitors know about various fruit ecological planting knowledge without knowing it. It is a rare fruit ecological education integrating tourism, picking and tasting and ecological education. Garden. The key points of integrated communication are word-of-mouth, and fully mobilize all possible resources to establish a theme and communication policy throughout the year. The combination of soft and hard news advertising is a combination of three-dimensional attack on holiday gardens and ecological orchard “health tour” as the main attraction. To develop a variety of effective media resources for the promotion of breakthroughs, to grasp the statutory holiday propaganda opportunities, to use the social relations of the citizens, to carry out soft propaganda activities with less investment and more output as the propaganda principle, and the word-of-mouth communication effect is better! Attachment: Director's introduction Director's resume Name: Liu Wei graduated from Wuhan University of Science and Technology in 1997, went to Beijing Film Academy in 1998, and began to work as an independent director in 1999. No work. No papers. Only works. 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