| As a regional public product,city brand can reflect the characteristics of the region intensely and help the city to cultivate their advantages in the regional environment of competition.The establishment of "cultural confidence" is manifested in constantly digging deep into the cultural connotation of the city,and a unique identity that makes itself different from other regions is formed.In this context,the brand event "Overseas students walk into the Jinhua ancient villages"is about to usher in the seventh season.The host site,Pujiang County,Jinhua City,has a long history.In one hand,the project aims to tell the story of the Pujiang from an international perspective,and promote the development of Pujiang's tourism and leisure industry,and increase the awareness and influence of Pujiang in Zhejiang Province and even the whole country.Meanwhile,the project also inherits the protection and development of ancient villages in Jinhua,and continuously improves the city's internationalization as well as creates a distinctive figure of city brand through the innovation practice of "Come in" driving "Go out".This scheme focuses on the regional features of Pujiang County and is based on solid field research.It starts with the analysis of the theory,SWOT of Pujiang area and the effects of activities in previous seasons,then utilizes brand marketing channels such as city marketing,social marketing,and event marketing to establish a specific implementation plan for Pujiang to host this event successfully.The whole case includes the recruitment of overseas students,the recruitment of volunteers,the content planning of experience activities,and the design of the communication strategy of the project.During this course,the city brand of Pujiang will be built and spread,its awareness and influence will be enhanced.At the same time,we hope to map the brand portraits for small towns of the similar type,then provide useful practice model for brand communication by event marketing. |
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