1、蛇来运转蛇来运转蛇年新年游园会2025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTION记忆中对于过年的期待是从元旦开始便计算着日子。我们等假期、盼团圆，也在跨年的烟火中“旦愿”新一年遇见更好的自己。在跨年岁末欢愉的日子里，我们在寻找记忆中的【新年】味，也在发现【新】年味。蛇来运转怀着对“年味”的惦念，我们将以【蛇来运转游园会】为跨年主题来捕捉年味，还原一个热闹的【中国年】。GARDENPARTYNEWYEARS重拾新年的仪式感组个【年味】跨年局CHINE2、SENEWYEAR用【寻年味】、【知年俗】、【逛年集】、【享年趣】四大主题的活动内容设置，过一个蛇来运转的中国年。将传统民俗和中式潮流【新年味】融合打造一场蛇年的跨年游园会。活动目录活动目录蛇年新年游园会2025一、活动概述二、活动主体三、宣传策略四、执行细则活动概述活动概述PART012025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTION蛇来运转时间：2025【新年跨年节点】地点：地产项目/商业中心/文旅景区寻年味-游园打卡蛇来运转CHINESENE3、WYEAR知年俗-民俗庙趣逛年集-年味市集享年趣-东方有戏蛇来运转蛇蛇来来运运转转蛇蛇来来运运转转传播思考CHINESENEWYEAR一、提升项目知名度结合新年营销节点和热门话题定制活动，制造大量活动话题，提升项目热度，从而提升项目知名度。二、增 强 客 群 粘 性融合年轻化客群偏爱的活动元素，用玩法多样的活动“拿捏”年轻人的喜好，增强目标客群粘性。三、促 进 销 售 转 化借势活动热度，为项目聚集人气，进行销售转化。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE4、/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY打造年轻化的国风游园场景。设置游园集章打卡点，通过祈福墙、画蛇添福、加功德等互动打卡点的设置重拾年味。2025蛇年游园会CHINESENEWYEAR寻 年 味游 园 打 卡CHINESENEWYEARNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY拾起过年的仪式感，看非遗传承人现场展示年俗技艺，打卡年味小游戏，再5、做一款年俗手作，感受传统中国年的魅力。知 年 俗民 俗 庙 趣2025蛇年游园会CHINESENEWYEARCHINESENEWYEARNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY赶个大吉，逛一场有年味的市集。市集售卖年货文创、年味小食、国潮手作，还有年轻人超爱的神仙办事处玄学摊位。逛 年 集年 味 市 集2025蛇年游园会CHINESENEWYEARCHINESENEWYEARNEW6、YEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY看一场新年东方大戏。京剧变脸、民俗乐坊、英歌舞巡演、舞龙表演、鱼灯祈福夜游，还有仪式感满满的打铁花表演。享 年 趣东 方 有 戏2025蛇年游园会CHINESENEWYEARCHINESENEWYEAR活动主体活动主体PART022025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWY7、EARSLIMITEDEVENTNEWYEARSGOODSCOLLECTION蛇年新年游园会2025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTIONN NE EWWY YE EA AR R寻年味-游园打卡NEWYEARSGARDENPARTY客户入场完成签到，即可领取蛇来运转游园集章卡一张。游园集齐各大点位印章，即可至兑换处领取新年文创礼一份。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGAR8、DENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇 来 运 转CHINESENEWYEAR游园集章蛇来运转NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY一抹中国红溢出的新年喜气，配上新式对联风格的祝福文案。进入此门，金蛇好运缠身，成功签收一年的好运。祝所有客户【富瘦双全】。蛇 来 运 转CHI9、NESENEWYEAR好 运 缠 身 富 瘦 双 全现场邀请绘画师为到场客户画上金蛇、福袋、元宝等新年印记，美好祝福跃然指间。愿2025所有好运与您环环相扣！画蛇添福NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY在上班和上进之间还是要选择上香，玄学妙不可言。写下新年祝福悬挂于许愿墙上。红红的新年愿望签满载的是对于2025年的美好期许。NEWYEARSGARDENPARTYNEWYEARS10、GARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇来运转祈福墙NEWYEARSGARDENPARTYNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY全网征集新年愿望，将排名靠前的愿望汇总成祈福小屋，配合巨型的旺旺上上签为好运叠加了超级BU11、FF！蛇 年 旺 旺 上 上 签摸鱼不如敲木鱼，上进不如上香，有福必须硬享。敲一敲木鱼，给蛇年加亿点功德。发财+1、好运+1、发量+1。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇 来 运 转CHINESENEWYEAR有 蛇 有 得 功 德+1NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEA12、RSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY2025赢麻了。设置互动麻将桌，定制全是【发】的麻将牌。配合巨型好运日历。蛇年八方来财。快来一起沾沾“财气”！蛇年赢麻了NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇 来 运 转CHINESENEWYEAR在项目内悬挂福字挂件以及灯笼等装饰，采用红金色系搭配，用新年祝福词13、环绕每一个场景都充满年味。金 蛇 接 财 游 园 氛 围蛇年新年游园会2025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTIONN NE EWWY YE EA AR R知年俗-民俗庙趣NEWYEARSGARDENPARTY现场邀请书法大师挥毫书写蛇年春联，美好祝福跃然纸上。客户手写【福】字完成对联。2025接福气、接财富、接喜乐、接平安。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENP14、ARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY金 蛇 献 瑞 送 福NEWYEARSGARDENPARTY一勺融化的糖稀在手中可绘出千变万化的画作。邀请非遗传承人现场展示吹糖人、捏面人等技艺寻回记忆中的年味。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇 来 运 转CHINESENEWYEAR非 15、遗 民 俗 技 艺 展蛇来运转NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY定制【年年有余】财源滚滚小游戏。拿着小小的竹杆钓起【红色锦鲤】模型。在规定时间内钓到8个锦鲤即可获得新年礼包一份。蛇 来 运 转CHINESENEWYEAR庙 趣 游 戏 年 年 有 余NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTY16、NEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY打卡节日传统游戏投壶，古人的雅趣在此重现。投壶作为一种古老又有趣的传统游戏，充满了技巧和竞技精神。蛇 来 运 转CHINESENEWYEAR庙 趣 游 戏 投 壶 祈 福全力以福，框住美好。执笔亲描“百福”接新年福气。精致且带有手作温度的百福相框。愿2025蛇年福气满满！百福滴胶画NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYE17、ARSGARDENPARTYNEWYEARSGARDENPARTY手编万字福结，亲手写下新年祝福作为挂件系于福结上。带着有温度的祝福，挂于家中，愿蛇年万事顺遂！NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY民 俗 手 作 万 字 福 结蛇年新年游园会2025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITE18、DEVENTNEWYEARSGOODSCOLLECTIONN NE EWWY YE EA AR R逛年集-年味市集NEWYEARSGARDENPARTYNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY还原记忆中赶大集的老物件、老场景，设置赶个大吉主题点。置身其中感受满满的年味儿，重现童年赶集场景。蛇 来 运 转CHINESENEWYEAR赶 个 大 吉 打 卡 点NEWYEARSGARDE19、NPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY年 味小 食潮 趣年 货文 创手 作年味氛围包装CHINESENEWYEAR红红的灯笼错落的悬挂于年味市集空中，新年祝福悬挂于树木间。整条街区挤满了对联、灯笼的红色与摩肩接踵的人群，年味儿就这样摊开来NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/S20、NAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY给传统年货加点时尚。新青年潮流对联、福字挂件、摆件、新年花束等潮趣年货。让极致的东方美学焕发新生。赶 年 集潮 趣 年 货蛇来运转NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY售卖各地的年味小吃。糖葫芦、驴打滚、龙须糖、桂花糕、老北京糕点等各种有颜又有料的年味小食满足客户多层次的味蕾需求。蛇 来 运 转21、CHINESENEWYEAR赶 年 集年 味 小 食NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY赶年集文创手作发财扇、涨薪水杯、招财冰箱贴等各种关于新年的新奇好物、文创手作汇聚于此。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDE22、NPARTYNEWYEARSGARDENPARTY天津煎饼果子、老北京爆肚、水盆羊肉、大连炒焖子、烤冷面、上海生煎包等一次性集齐各地的地道年味。地道年味NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY玄学是年轻人新的精神寄托，左手戴貔貅，右手敲木鱼。更适合打工人的神仙办事处，新的一年祝所有人都遇到心软的神。蛇 来 运 转CHINESENEWYEAR赶 年 集神仙办事处蛇年新年游园会202523、【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTIONN NE EWWY YE EA AR R享年趣-东方有戏NEWYEARSGARDENPARTYNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY东方有戏舞美氛围古韵戏剧风格舞美设计。华灯初上，夜色阑珊，看24、一场独具东方韵味的表演。蛇来运转NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY国风音乐演绎古风雅韵，再现千年盛世舞乐景象。在指尖和琴弦一拨一动之间，让国风传承在新时代“流动”起来。蛇 来 运 转CHINESENEWYEAR东 方 古 韵 乐 坊NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSG25、ARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY近距离感受国粹的魅力。传统变脸+喷火表演，浓郁的国风特色和精湛的表演，演绎传统的东方大戏。蛇 来 运 转CHINESENEWYEAR东 方 有 戏 京 剧英歌队表演是广为流传的一种民间节日表演，是祈求平安、祛除邪魅的象征。英歌队以穿街走巷的表演方式将年味拉满！NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEA26、RSGARDENPARTY英 歌 舞 巡 演NEWYEARSGARDENPARTY舞龙是一项传统的民俗节目，长达数十米的舞龙队伍，在人群中往来穿梭，旋转腾挪。让喜庆的节日氛围在现场满溢。舞龙闹春NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTYNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGAR27、DENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY嬉鱼灯是一种具有深厚文化内涵和历史底蕴的民俗活动。鱼灯夜游祈求平安顺遂。行走其间，感受流淌千年的文化。蛇 来 运 转CHINESENEWYEAR鱼 灯 祈 福 夜 游铁树银花落，万点星辰开。挥手之间，满眼皆是璀璨星河。近距离观看一场打铁花表演，震撼感是无以言表的，这是中国人的独有浪漫！NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDEN28、PARTYNEWYEARSGARDENPARTY非 遗 打 铁 花NEWYEARSGARDENPARTY宣传策略宣传策略PART032025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTIONNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇 来 运 转29、CHINESENEWYEAR宣传周期活动前3-4周推广平台微博、小红书、朋友圈等平台宣传内容定制海报，融入蛇年元素以及项目信息，发布于社交平台。活 动 预 热 海 报NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY蛇来运转车出街，打卡获取集章卡。打卡5个集章点。分享图文信息并带活动话题到社交平台即可获得新年文创礼一份。蛇 来 运 转CHINESENEWYEAR新 年 祈 福 集 章定制#蛇30、年跨年这样过#等活动热门预热话题，融入活动场景，在社交媒体引发客群互动传播，为活动实现预热引流。NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY活 动 预 热 话 题NEWYEARSGARDENPARTYNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWY31、EARSGARDENPARTYNEWYEARSGARDENPARTY宣传周期活动前1-2周推广平台抖音、B站、小红书等平台推广内容拍摄活动预热视频发布于社交平台，提升活动热度。1蛇 来 运 转CHINESENEWYEAR活 动 预 热 视 频NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY发布活动倒计时海报，客户转发带话题#蛇来运转游园会#的图文/视频内容到社交平台。即可抽取新年好礼一份，32、通过活动话题传播预热活动。蛇 来 运 转CHINESENEWYEAR活 动 话 题 发 酵执行细则执行细则PART042025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTIONNEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY1.指定人员负责项目的沟通工33、作统筹。2.根据工作内容细化分项工作组。3.安排定期会议以及临时情况特殊会议沟通活动进度，确保活动顺利进行。蛇 来 运 转CHINESENEWYEAR成 立 活 动 项 目 组NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY1.明确活动场地的使用情况，包含电量负荷、提供电源的接口位置、走线位置等。2.活动开始前必须检查各种硬件设施保证活动顺利进行。3.彩排测试音响、灯光、大屏等活动设备。蛇34、 来 运 转CHINESENEWYEAR场 地 搭 建 管 理NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY1、所有活动所需的物料，提前一天放置到指定位置，指派专人进行看管2、派专人负责所有材料的运输与分发3、活动结束后，办理出场手续，及时拆除返库并登记归位到合理堆放状态蛇 来 运 转CHINESENEWYEAR活 动 物 料 管 理NEWYEARSGARDENPARTYNEWYEARS35、GARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY1.活动项目组相关人员同步活动进度，确保活动执行的一致性。2.活动执行各环节安排第一责任人，负责活动彩排、走位，现场执行等工作。3.活动前对项目组人员进行标准化的培训。蛇 来 运 转CHINESENEWYEAR活 动 培 训 管 理NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY/SNAKE/NEWYEARSGARDENPARTYNEWYEARSGARDENPARTY1.邀请专业的摄影师及摄像师到场2.专业设备及后期剪辑，保证效果3.对活动照片进行质量筛选，分类存档4.对活动素材整理剪辑为活动出街视频以及花絮视频，用于活动后期发酵。蛇 来 运 转CHINESENEWYEAR活 动 摄 像 管 理蛇来运转蛇来运转蛇年新年游园会2025【蛇年限定跨年活动】2025CHINESENEWYEAR2025SNAKEYEARGARDENPARTYNEWYEARSLIMITEDEVENTNEWYEARSGOODSCOLLECTION