3 Million Yuan Fund Sets Up Three Types of Marketing Awards
In order to adapt to the new normal of tourism development, cope with new problems, promote the unified marketing of the district's tourism, strengthen the image of external tourism promotion, and further highlight the brand of core scenic spots, the district government and Zhangguang Management Bureau decided to change their thinking, adjust the model, raise a total of 3 million yuan, and set up three awards: Creative Marketing Award, Event Marketing Award, and Tourist Source Marketing Award. Each type of marketing award is set up with a reward of 1 million to encourage tourism enterprises and social forces to actively carry out tourism marketing activities and continuously expand Wulingyuan tourism brand awareness. In order to ensure the smooth development of this work, this reward program has been specially formulated.
1. Execution time
Implementation Timeline and Award Categories
From January 1, 2016 to December 31, 2016.
2. Award setting
(1) Creative Marketing Award
Any organization or individual that carries out various types of creative marketing will be given financial rewards based on actual influence. The maximum reward amount for a single item shall not exceed 100,000 yuan. The total prize amount is set to 1 million, while supplies last.
1. Reward conditions and requirements
①Creative marketing and publicity must take the image of "Wulingyuan, the core scenic spot of Zhangjiajie" as the main body of the publicity, and reflect unique, unique and novel creativity;
② The effectiveness of creative marketing publicity is comprehensively evaluated based on network influence, the level and quantity of traditional media reports and the actual market pull effect, and must meet one of the following three conditions: Baidu News search volume reaches more than 200 within 1 month (currently Zhangjia (the highest number in the world is 500), the number of online video clicks has reached more than 2 million (the current highest number of single video hits in Zhangjiajie is 5.75 million), and the number of graphic and text views on WeChat public accounts has reached more than 200,000 (the highest number currently in Zhangjiajie is the glass bridge and glass plank road);
③Creative marketing activities must not violate relevant national laws, regulations, administrative rules and social order and good customs;
④This award must be reported to the District Tourism Committee Office in advance (see Attachment 1)
2. Reward application requires attachment of materials
① Tourism creative marketing activity plan and activity entrustment contract (with seal);
② A copy of the organization code certificate of the applicant organization and the legal representative’s personal ID card (with seal);
③ 3-5 photos or video materials of the event;
④Screenshots of complete media news reports;
⑤ Provide meeting of reward conditions and other supporting materials.
3． Reference cases: borrowing from the "Avatar" marketing event, "Zhangjiajie Version Jiangnan Style" online video, Tianmen Mountain Glass Plank Road marketing, Grand Canyon Glass Bridge marketing, etc.
(2) Event Marketing Award
Event Marketing Award Application Requirements
Any organization or individual that holds tourism marketing activities in Wulingyuan District can provide relevant free ticketing, venue coordination, on-site security, news reporting and other services upon review and approval. If the activity greatly helps improve Wulingyuan's brand image, a financial reward will be given. The amount of the reward will be discussed on a case-by-case basis based on the actual situation. The total prize amount is set to 1 million, while supplies last.
1. Reward conditions and requirements
①The event venue must be within Wulingyuan;
②Activity promotion must take the image of “Wulingyuan, the core scenic spot of Zhangjiajie” as the main body of promotion;
③ The promotion effect of the event will be comprehensively evaluated based on the volume of online news, clicks and searches, and the level of media reports. One of the following three conditions must be met: live broadcast or recording by media at or above the provincial level, Baidu news search volume reaches more than 200 within one month, and the number of participants at the event reaches more than 1,000;
④This award must be reported to the District Tourism Committee Office one month before the event (see attachment 2).
2. Application materials for awards must be attached
① Tourism marketing activity plan and activity entrustment contract (with seal);
② A copy of the organization code certificate of the applicant organization and the legal representative’s personal ID card (with seal);
③ 3-5 photos or video materials of the event;
④Screenshots of complete media news reports;
⑤ Provide meeting of reward conditions and other supporting materials.
3． Reference cases: airplane crossing Tianmen, wingsuit flying in Tianmen Mountain, Ma Jin climbing the Bailong Ladder, Huangshizhai Cableway Extreme Downhill Challenge, etc.
(3) Source Marketing Award
Source Market Marketing Award and Required Materials
Any organization or individual that carries out tourism market promotion activities in tourist source areas or carries out brand image advertising in local mainstream TV media, crowded places, etc., will be given financial rewards based on the growth of tourists transported to core scenic spots in the tourist source area. The maximum reward amount shall not exceed 50,000 yuan (overseas 100,000 yuan), and the total reward amount is set to 1 million, while the rewards are exhausted.
1. Reward conditions and requirements
① The publicity must be based on the image of "Wulingyuan, the core scenic spot of Zhangjiajie";
② The first choice for the place where promotion activities are held or where the image advertising is placed is the provincial capital city in the promotion responsibility area divided by the municipal government and the top 26 cities in terms of comprehensive city strength (Shanghai, Beijing, Guangzhou, Shenzhen, Tianjin, Chongqing, Wuhan, Nanjing, Hangzhou, Chengdu, Shenyang, Qingdao, Dalian, Xi'an, Suzhou, Changsha, Ningbo, Xiamen, Jinan, Zhengzhou, Harbin, Wuxi, Foshan, Hefei, Changchun, Fuzhou), as well as newly opened direct flights, trains and expressways that year, overseas countries are mainly responsible for promotions designated by the municipal government, and other tourist source places not included in the list will be discussed on a case-by-case basis based on actual conditions;
③ In principle, a tourist source city (country) can only reward two (one) promotion activities or brand image advertising projects a year. When the reward object is a travel agency, the reward evaluation must be combined with the increase in the number of tourists transported by the travel agency to the core scenic spot in the tourist source place. In principle, the increase in the year is not less than 5% (the number of people refers to the "Yichengtong" statistical data);
④ Priority reward conditions for event promotion in the same tourist source area: high level of invited media and guests, large number of participants at the event, large number of travel agents, early application time, good market response, etc.;
⑤Priority reward conditions for the image promotion of the same source of tourists: high quality media, wide coverage, large scale, important placement, early application time, good market response, etc.;
⑥This award must be reported to the District Tourism Committee Office one month in advance (see Attachments 3 and 4);
2. Application for promotion activity rewards requires attachment of materials:
① Tourism promotion activity plan and activity entrustment contract (with seal);
② A copy of the organization code certificate of the applicant organization and the legal representative’s personal ID card (with seal);
③ 3-5 photos of the event;
④Screenshots of complete media news reports;
⑤Financial list report of activity expenses (with invoice attached and stamped with seal);
⑥ Provide meeting the award conditions and other supporting materials.
3. Application for image promotion award requires attachment of materials:
① Tourism image advertising plan and media contract (with seal);
② A copy of the organization code certificate of the applicant organization and the legal representative’s personal ID card (with seal);
③Advertising site pictures or video materials;
④Financial list report of advertising expenditure (with invoice attached and stamped with seal);
⑤ Provide meeting of reward conditions and other supporting materials.
4. Reference cases for event promotion: travel product promotion meetings, travel appreciation parties, personal photography exhibitions, personal painting exhibitions, etc.
5. Types of media for image promotion: mainstream media refers to the top three local TV media (excluding print media), and densely populated areas refer to train stations, airports, bus stations and highways, etc.
3. Application procedures
Application Procedure and Receiving Agency
The application procedure for tourism marketing incentive matters is: advance application - preliminary approval - on-site verification - effect evaluation - meeting decision - public announcement - fund allocation.
4. Acceptance agency
Insist on the separation of reward execution and supervision. The District Tourism Committee Office is responsible for the daily work of tourism marketing incentives in Wulingyuan District, and is responsible for the application and acceptance of incentive matters, preliminary approval, meeting organization, external publicity, fund allocation, etc. A joint evaluation team composed of a representative from the district government office, district audit bureau, district finance bureau, district tourism bureau, tourism bureau of Zhangguanyuan Bureau, and tourism enterprises is responsible for on-site verification, effect evaluation and other work. The District Finance Bureau is responsible for raising and disbursing incentive funds on schedule according to regulations. The District Supervision Bureau is responsible for accepting reports on rewards, investigating and punishing those who violate disciplines in reward work, and proposing handling opinions. The District Audit Bureau is responsible for the audit and supervision of reward funds.
5. Application materials
The reporting institution or individual must truthfully fill in the approval form within the prescribed reporting period and provide all information that meets the reporting requirements. For details, see Attachment 1, Attachment 2, Attachment 3 and Attachment 4.
6. On-site verification
All reward matters need to be confirmed by the evaluation team on site, their effects evaluated, and an evaluation report issued.
7. Announcement of joint trial
After the reward matters are reviewed and verified, on-site verification, and effect evaluation, the district tourism work committee office will submit it to the district tourism work committee meeting for approval. The review results will be publicized on the Wulingyuan Public Information Network and Zhangjiajie Wulingyuan Tourism Website. After the publicity period (7 days) expires, they will be reported to the leaders of the district tourism work committee for approval and implementation.
8. Supervision and punishment
1. The supervision work is led by the District Supervision Bureau, with the District Government Office, District Audit Bureau, District Finance Bureau, District Tourism Bureau, Zhang Guan Bureau Tourism Bureau, and representatives of tourism enterprises as supervisory member units. The District Supervision Bureau is responsible for the acceptance, investigation and verification of reported matters, and reports in writing to the District Tourism Committee to make a decision.
2. For institutions or individuals that commit fraud and defraud reward funds, once verified and found, the applicant's application rewards and other rewards for all core scenic spots throughout the year will be cancelled, and will be treated as an act of defrauding government financial funds and will be dealt with seriously in accordance with laws and regulations.
9. Supplementary Provisions
The right to interpret this incentive method belongs to the Wulingyuan District Tourism Working Committee Office of Zhangjiajie City. Application shall be deemed to agree to and abide by the rules of this incentive method.
Contact number: 0744-5611109; Email: zjjwlylyj@163.com;
Download attachment: 2016 Wulingyuan District Marketing Award Application Form