/ AsSOC/August 25, 2022 Guangzhou -- On August 20, the "Star Star City" Travelers' Conference ended in Changsha. The event consists of three parts: International Traveler Content Creation Conference, TF Grand Traveler Night and Traveler Life Festival. On the site of the conference, Ctrip Group released the new brand "Ctrip Live NOW!" . At the same time, the first event of the new brand, "Empty · Travel Music Carnival", opened in Changsha Huayi Brothers Film Town. For two consecutive nights, 34 groups of bands, 90 musicians, nearly 100 well-known specialty brands in Changsha, and 10,000 music fans and travelers from all over the country jointly kicked off the end-of-summer carnival. < / p > < p > < b > integration "culture + travel", comprehensive linkage consumption injection in the arm for destination < / b > < / p > < p > in the "ctrip site NOW!" And "air travel music carnival" behind, is the cultural travel content marketing of high-quality and young development road.
From the time of punching cards to the time of big stories, the public pursues more diversified travel goals and ways. "Culture" is becoming a more and more important opportunity in the era of great drama. More and more cultural activities with scarcity, such as music festival, life festival, camping festival and live performance, have become the incentive to attract tourists. The comprehensive and integrated products of "culture + tourism" will also become the growth point of the culture and tourism industry in the next stage under this trend.
Based on young people's cultural consumption needs of emphasis on experience, immersion, reputation and trans-boundary, scarce cultural tourism activities are also becoming the starting point for the revitalization of local cultural tourism, which instantly siphon people from all over the world, directly drive the growth of destination cultural tourism, and quickly stimulate local reputation and image, which also makes "music festival" become the cultural staple way to prosper cultural tourism business.It is reported that "air travel music Carnival" ticket, 27 seconds early bird tickets sold out, instantaneous for Changsha brought 800 thousand air tickets and hotel page views. In the end, the total exposure of the activity exceeded 700 million, and the number of offline participants exceeded 20,000, and 58% of them were non-local tourists, among which Guangdong tourists accounted for 18%, followed by Shanghai tourists accounted for 9%. At the implementation level, music festival and travel culture are integrated to create an innovative and integrated "tourism ecological field" with diversified cultural and travel scenes such as performance, market and camping.
According to introduction, this travel music carnival is "Ctrip live NOW!" Created jointly with China's leading music label Jungle Music and sponsored by Budweiser, it presents Changsha's most enthusiastic red. And special cooperation with SAIC Volkswagen, pure electric ID. In the future, the mode co-created by travel platform + cultural label + experiential marketing brand will have the opportunity to "adapt to local conditions" and bring new marketing choices, brand exposure, travel products, cultural travel consumption and new city impression to the destination.
An official of Ctrip said: Next, "Ctrip Live NOW" will bring the travel music carnival to all parts of the country, and will also launch a series of live activities such as the art Coffee Festival and the Traveler's Life Festival. These stories will continue in Wenzhou, Shanghai, Dali, Sanya, Foshan and other cities. < / p > < p > < b > IP continued deep content, enrich the content of ctrip marketing < / b > < / p > < p > "ctrip site NOW!" The launch of Ctrip is also enriching the C end of the content marketing ecology. "TF Traveler Conference" has become a word-of-mouth IP in the industry, "Ctrip live NOW! We are committed to creating more consumer-oriented music festivals, life festivals, cultural and entertainment performances and other destination passenger flow scenes.It is worth mentioning that in the past year, Ctrip launched a number of self-made online content IP, and in-depth cooperation with different business lines and destinations.
As the current phenomenon of "a popular drama with a city" is becoming more and more common, Ctrip launched the "entry" IP, to recommend the same shooting point punch route to users. Recently, the cooperation of "Genius Basic Law" directly drove the search volume of Qingdao in Ctrip site doubled.
In addition, "World Tour" IP focuses on "cloud travel live", leading users to travel around the world. Up to now, more than 20 live broadcasts have been carried out, covering more than 10 art galleries and exhibition galleries including the Metropolitan Museum of Art in New York.
Ctrip also co-created the eco-tourism documentary Walking Green with National Geographic. Explore, witness and document the unique beauty of China's cities and countryside by following environmental experts and tourism experts to Shanghai, Sanya, Sichuan, Qinghai and Hainan. Uncover the ongoing environmental "revolution" and sustainable tourism in China today, and explore thought-provoking sustainable lifestyles. "Super China" IP with 4 chapters, 20 micro documentaries, the most amazing scenery and culture of China, for the opening of the country's energy. In addition, the Music x Travel documentary "Singing While Walking", which was first attempted last year, will be produced for a second season this year. < /p>From online to offline, from quantity to quality, Ctrip's content ecological map is constantly improving and renewing. According to relevant officials, Ctrip will also make more attempts in content to bring new experiences to travelers, and will integrate culture and travel on a larger scale, opening a new chapter for destination cultural travel marketing.
