Government-enterprise collaboration to expand source market
"Government-led, corporate entities, market operations, joint marketing", in 2015, Wulingyuan District followed the idea of "going deep into the tourist source groups, deeply expanding the market, deepening the brand image, and highlighting the different Zhangjiajie" to vigorously expand the tourist source market and significantly enhance the tourism brand image. From January to June, Wulingyuan District received 7.2664 million tourists, a year-on-year increase of 22.81%, including 390,600 overseas tourists, a year-on-year increase of 17.06%, and 4.7003 million overnight stays, a year-on-year increase of 23.48%. The total tourism revenue was 3.085 billion yuan, a year-on-year increase of 22.23%.
Media and event marketing advanced on two fronts
In terms of media marketing, online live broadcasts and promotional broadcasts of the scenic spots were carried out in CCTV 13's "News Room", "Oriental Time and Space", CCTV's 10 "Geographical China", Hunan Satellite TV's "Hunan News Broadcast" and other columns; during the "May Day" period, CCTV's E-tour scenic spot online and interactive live broadcast activities were completed; it cooperated with the French TV station's "Discovery" column, the British Broadcasting Corporation's BBC "Travel Expo", and Hunan Satellite TV's "Hunan Good People" filming team.
In terms of event marketing, Yang Jing's "Ink Paintings of Zhangjiajie" landscape painting exhibition was successfully held in Guangzhou, with more than 100 works on display; the "Golden Salamander Cup" Cross-Strait Cycling Race was successfully held, with more than 4,000 clicks on news related to the event; for the new route passenger source market, promotion meetings were held with local tourism bureaus and hundreds of travel agencies in Wenzhou, Hangzhou and Huai'an to promote the Zhang family World tourism products, new routes, preferential policy information were released, and the response was good; the "China's Good Scenery" Zhangjiajie·Wulingyuan Division Photography Contest was launched, and 417 photographers applied for certificates to participate. The "China's Good Scenery" Zhangjiajie·Wulingyuan travel photography competition was organized, and 50 members of the China Photographers Association were invited to the scenic spots to shoot and create a number of outstanding landscape photography works.
Online platforms and policy marketing boosted
In terms of online marketing, the "Zhangjiajie Tourism" multimedia platform was upgraded, the Wulingyuan Tourism website was initially launched, 28 enterprises based in Wuhan were organized to join the Hunan tourism e-commerce platform, and the production of 720-degree panoramic views of scenic spots and Baidu promotion work were completed. Teamed up with Tencent Games to shoot the first full 3D martial arts-themed online game "Tianya Mingyue Dao" promotional video in the core scenic area of Wulingyuan.
In terms of policy marketing, the company has introduced and implemented off-season ticket policies for Wulingyuan core scenic spot in Zhangjiajie and preferential ticket policies for newly launched direct flights to Zhangjiajie, which have obvious market-stimulating effects.