成都商业地产城市形象国际传播方案（65页）.ppt

1、CHENGDU ON THE WORLD STAGE|FINDING THE ESSENCE OF CHINA国际舞台上的成都国际舞台上的成都|找到中国的精髓找到中国的精髓CHENGDU INTL IMAGE STRATEGY|WPPDECEMBER 2009成都国际形象提升策略成都国际形象提升策略|WPPContents Contents 内容内容背景成都城市发展愿景成都城市形象定位成都城市形象国际传播工作任务成都城市形象国际传播策略成都城市形象国际公关策略成都城市形象国际媒体策略2背景：成都城市发展愿景背景：成都城市发展愿景Our Vision:Our Vision:“Chengdu wi

2、ll become a World-class Garden city”我们的愿景我们的愿景:“成都将成为世界成都将成为世界现代田园现代田园城市城市”新三最城市（5-8年）Worlds Worlds garden garden citycity世界田园城市（20年）World-World-class cityclass cityenter 2enter 2ndnd tiertier世界二级城市（30-50年）3 step long-term development plan:3 step long-term development plan:三阶段的长期发展战略三阶段的长期发展战略:背景：成都

3、城市形象定位背景：成都城市形象定位典型中国典型中国 西部之心西部之心背景：背景：成都城市形象国际传播工作任务成都城市形象国际传播工作任务Define Chengdu short-term brand objectives and goalsDefine Chengdu short-term brand objectives and goals为成都的短期城市品牌目标进行定义为成都的短期城市品牌目标进行定义Explain how to build Chengdus image on the international stageExplain how to build Chengdus imag

4、e on the international stage为成都如何在国际舞台打造形象进行诠释为成都如何在国际舞台打造形象进行诠释Plot Image communications for Chengdu in two key areas:Plot Image communications for Chengdu in two key areas:在两个关键方面进行成都的形象传播策划在两个关键方面进行成都的形象传播策划:-Tourism 旅游-Investment 投资Execution and Measurement proposal:Execution team and outline Ex

5、ecution and Measurement proposal:Execution team and outline 执行和评估提议执行和评估提议:执行团队和纲要执行团队和纲要成都城市形象国际传播成都城市形象国际传播Our Approach Our Approach 我们的方法我们的方法7Our Unique Thinking Framework:I.D.E.A.S.Our Unique Thinking Framework:I.D.E.A.S.我们独特的思考框架我们独特的思考框架:I.D.E.A.S.:I.D.E.A.S.INTERROGATEINTERROGATE 审视审视thebran

6、dscontext品牌关联DEFINEDEFINE定义定义thebrandsambition品牌雄心ENERGISEENERGISE激活激活thebrandsaction品牌行动AMPLIFYAMPLIFY扩大扩大thebrandsideas品牌点子SCORESCORE评估评估thebrandsoutcomes品牌收益IDEASINTERROGATE the brands context审视审视 品牌关联9What are the Key ChangesWhat are the Key Changesin the Context of our Brand Today?in the Contex

7、t of our Brand Today?今天，在和我们的品牌相关的领域中，发生了哪些关键变化？今天，在和我们的品牌相关的领域中，发生了哪些关键变化？Brand Brand ChangePointChangePoint Opportunity Opportunity品牌创建的机遇品牌创建的机遇The opportunity change creates reappraisal of how consumers and brands should engage 机遇的改变能够创造重新评估消费者应该如何与品牌进行互动Macro environment 宏观环境品牌品类文化成都旅游：接待境外游客基数

8、在全国排名靠后，但增速位列全国第一。说明成都旅游的国际吸引力正在加强。BrandBrand 品牌品牌 数据来源：2009年12月3日国家旅游局政策法规司BrandBrand 品牌品牌 International国际国际Top 3 most symbolic icons for Chengdu(in descending order)前三名最能作为象征成都的符前三名最能作为象征成都的符号号(以递减顺序排以递减顺序排)Giant pandas大熊猫大熊猫 Spirit of Chengdus people after the Sichuan earthquake震后成都人民的精神震后成都人民的精神

9、 Dujiangyan and Mount Qingcheng都江堰和青城山都江堰和青城山Top 3 most important reasons to visit Chengdu(in descending order)前三名来成都旅游的最重要原前三名来成都旅游的最重要原因因(以递减顺序排以递减顺序排)Appeal of Chengdus tourist attractions成都旅游景点的吸引力成都旅游景点的吸引力 Supporting the local economy after the Sichuan earthquake地震后地震后,对当地经济的支持对当地经济的支持 Afforda

10、bility支付能力支付能力Top 3 most interested activities in Chengdu(in descending order)前三名对成都最感兴趣的活动前三名对成都最感兴趣的活动(以递减顺序排以递减顺序排)Sampling local delicacies品尝当地美食品尝当地美食 Tourist attractions that are undamaged or have been repaired未受损或已修复的旅游景点未受损或已修复的旅游景点 Chengdus Gourmet Festival or other tourist events成都美食节或者其它旅

11、游事件成都美食节或者其它旅游事件在成都，熊猫最具国际影响力，品尝当地美食是境外游客最愿意参加的活动。数据来源：2008年PSB成都震后调研BrandBrand 品牌品牌 Domestic tourism is showing strong signs of recovery.However,among international audiences,Chengdu remains a far behind Beijing,Shanghai or Xian as a top destination国内旅游业正在积极的恢复，然而在国际游客的首选旅游目的地中，成都仍旧是作为北京、上海或西安等城市之后

12、的考虑。Chengdu:From CHINA TRAVEL OPTION CHINA TRAVEL OPTION to MUST SEE PLACEMUST SEE PLACE成都：要从旅游过境地到旅游目的地。Chengdu has justifiable claim to several equities,but they are not known as outstanding experiences.There is a lack of energy in travelers minds surrounding these key strengths that Chengdu shoul

13、d be celebrated for including Tea,giant pandas,natural beauty,hotpot,Leshan buddha.在游客心中，成都的很多核心优势并未被世人熟知。而它们确是成都最具吸引力的特点，包括茶,大熊猫,自然美景,火锅等Chengdu:From STEREOTYSTEREOTYP PICAL ATTRACTION ICAL ATTRACTION to UNIQUE EXPERIENCESUNIQUE EXPERIENCES成都:从毫无新意的毫无新意的旅游吸引物旅游吸引物宣传宣传 到独一无二的独一无二的旅游旅游体验体验推广推广Brand 品

14、牌品牌Rise of City Brands:Rise of City Brands:城市品牌崛起城市品牌崛起:Globalization has boosted connection and competition among cities,driving a renewed push by cities to differentiate their brands.全球化增进了城市之间的联系和竞争，使各个城市开始进行品牌刷新运动，建立区隔。Cities are digging deeper to leverage unique characteristics and make their c

15、ities stand out.The result is an emphasis on unique experiences and emotional branding.城市开始深度挖掘，整合、利用他们独一无二的资源特征，以使自己脱颖而出。使得各城市开始着力强调自己的独特体验和感性的品牌诉求。From DEPARTMENT OF TOURISM DEPARTMENT OF TOURISM to CITY BRANDSCITY BRANDS从 旅游局单纯旅游局单纯推广推广旅游旅游吸引物吸引物 到 城市利用旅游提升城市品牌城市利用旅游提升城市品牌。Category 品类品类“Tourism D

16、ept”“Branded Cities”Community Handbook www.rotterdamworldbrand.rotterdam.nl/ have seen an increased ownershipownership of city brands by its citizensby its citizens.This is driven by a change in cities branding process and strategies.我们注意到城市品牌的打造越来越多的由城市的拥有城市的拥有者者市民市民参与完成的。其中的驱动因素是城市品牌运动的过程改变及策略改变。F

17、rom PLANNING COMMITTEE PLANNING COMMITTEE to MY CITY MY CITY 从 政府政府主导主导城市城市品牌建设品牌建设 到 市民主动参与市民主动参与自己城市自己城市品品牌的创建牌的创建Category:City BrandsCategory:City Brands品类品类:城市品牌城市品牌城市品牌运动是全民参与的行动Sustainable tourism:Sustainable tourism:可持续可持续的旅游发展的旅游发展Eco-tourism is not just a segment within nature tourism.It is

18、 part of a larger movement of consumers who are increasingly aware of the impact of their stay,their spending and actions.For destination brands and consumers alike:生态旅游已经成为的一种最重要旅游形式同时，越来的消费者越意识到他们的生活、消费和行动（包括旅游）将会对自然产生的影响。所以，打造生态旅游品牌，对景区和游客同样重要。所以，打造生态旅游品牌，对景区和游客同样重要。From COMMERCIALIZEATION COMMER

19、CIALIZEATION to SUSTAINABLE FUTURESUSTAINABLE FUTURE从 注重商业的短期效应注重商业的短期效应 到关注未来可持续发展关注未来可持续发展 Culture 文化文化 Increased role of technology and internet in travel:Consumers are looking to get away from guidebook reviews to find real,user-created and in their opinion more reliable travel reviews.旅游中，互联网的地

20、位在不断的增强:消费者不再单纯依托官方的旅游指南，而是通过互联网搜罗旅游攻略，从而获得真实的、更值得信赖的旅游讯息。From GUIDEBOOK REVIEWS GUIDEBOOK REVIEWS to PEER TRAVEL TIPSPEER TRAVEL TIPS从 千篇一律的千篇一律的旅游指南旅游指南到 真实的旅游体验真实的旅游体验CultureCulture 文化文化The Olympics have passed.China has secured its place in the spotlight.International travelers know via internet

21、 that Beijing/Shanghai can be done,and are not completely foreign or mysterious destinations.奥运会之后，中国已经成功的获得了全世界的关注，国际游客通过因特网了解了北京/上海，不再是异国的或充满神秘感的地方。Travelers are looking for an authentic experience.Less western and contrived(think less Olympics and less Expo).游客正在寻找一种中国式的真实体验，而不是那些西化过的、甚至是被包装过的项目(

22、奥运会和世博会).From CHINA TRIP CHINA TRIP to CHINESE EXPERIENCECHINESE EXPERIENCE从 中国之旅中国之旅 到 中国式体验中国式体验CultureCulture 文化文化China guide books and packaged tours are becoming known for providing cookie-cutter experiences.Travelers are looking for unique trips that let them explore and experience unique aspe

23、cts of the places they visit.中国旅游手册和旅行团提供的都是千篇一律的介绍.，而游客想要借鉴不同人的旅游体验为他们在旅游地选择中获得经验上的帮助。以完善和丰富自己的旅行线路。From TOUR GROUPISTTOUR GROUPIST to DIY ADVENTURE SEEKERDIY ADVENTURE SEEKER从 按照旅行团旅行团一成不变的线路一成不变的线路 到 自主自主确定个性化的旅行线路确定个性化的旅行线路CultureCulture 文化文化Brand ChangePoint OpportunityBrand ChangePoint Opportu

24、nity品牌改变点的机遇品牌改变点的机遇Chengdu is not the first choice for international travelers.Our opportunity is to highlight the authenticityauthenticity and immediacyimmediacy of what Chengdu has to offer to a more energetic group who delights in traveling with their own unique formula.对于国际游客来说，成都不是旅游目的地。我们的机遇是

25、强调成都能够确实且立刻确实且立刻地为这样一个更有活力的、更愿意拥有独特个性行程的群体带来什么。Tourism Changes Tourism Changes 旅游业的改变旅游业的改变从 旅游局单纯推广旅游吸引物 到 城市利用旅游提升城市品牌。从 政府主导城市品牌建设 到 市民主动参与自己城市品牌的创建从一个旅游过境地择变为非去不可的旅游目的地品牌品类文化从 旅行团一成不变的线路 到 自主确定个性化的旅行线路真实的中国式体验自主确定个性化的旅行线路ChangePoint ChangePoint OpportunityOpportunity改变点改变点机遇机遇.Tourism Tourism Ch

26、angesChanges旅游业的改变旅游业的改变ChangePoint ChangePoint OpportunityOpportunity改变点改变点机遇机遇Investment Investment ChangesChanges投资业的改变投资业的改变CD is not the first choice for intl travelers.Our opportunity is to highlight the authenticityauthenticity and immediacyimmediacy of what Chengdu has to offer to a more ene

27、rgetic group who delights in traveling with their own unique formula.对于国际游客来说，成都不是旅游目的地。我们的机遇是强调成都能够确实立刻确实立刻地为这样一个更有活力的、更愿意拥有独特个性的行程的群体带来什么。Although Chinas economic stimulus will help balance the economy and counter the sharp decline in FDI flow,China cannot depend on domestic demand for the long-te

28、rm.尽管中国通过4万亿的投资拉动内需的经济刺激有助于平衡经济，冲抵外国直接投资（以及出口）急剧下降对中国经济增长带来的影响，但中国不能长期依赖于这一经济增长方式。From LOCAL DEMAND LOCAL DEMAND to DEMAND FOR FDI DEMAND FOR FDI 从 拉动内需拉动内需到 综合利用国国外外直接投资直接投资。MacroMacro 宏观宏观MacroMacro 宏观宏观温家宝在第10届西博会开幕式上作主旨演讲时说，中国政府将把全面提高西部地区开发开放水平放在更加突出的战略地位，努力把西部地区建设成为现代产业发展的重要集聚区域、统筹城乡改革发展的示范区域、生

29、态文明建设的先行区域，加快构建新的经济增长极。中国政府将推动西部地区与周边国家的全面合作，欢迎和支持国内外有识之士到中国西部投资兴业。资料来源：新华网Aside from earthquake recovery projects,the central government has identified Chengdu as a strategic focus for future development and hub for Southwestern China.灾后重建、成渝经济区的规划建设、西部大开发，使得成都已经成为中国中西部的战略中心。From DEVELOPING MARKET

30、DEVELOPING MARKET to CENTER OF DEVELOPMENTCENTER OF DEVELOPMENT从 发展中发展中的西部的西部市场市场 到 发展发展中中的的中国中国中心中心BrandBrand 品牌品牌The investment trend in Chengdu is already moving.成都的投资趋势已经显现。Ma Yuns A signed a contract with the Chengdu Hi-tech Development Zone to establish its west China base in Chengdu,a facilit

31、y representing a total investment of$100 million-making it the largest Internet-related project ever to be launched in Sichuan.马云的阿里巴巴网站与成都高新技术发展区签署了合约，建立了他在中国西部的基地。总投资达到1亿美元，是四川有史以来与因特网相关最大规模的工程From FACTORY BASE FACTORY BASE to HI-TECH&HOT MOVERHI-TECH&HOT MOVER从 生产加工生产加工 到 产业高端与高端产业的蜂拥而入产业高端与高端产业的

32、蜂拥而入BrandBrand 品牌品牌成都是国务院确定的“两枢纽、三中心”，即：将成都建设成为西部交通和通信枢纽，西部物流和商贸中心、金融中心和科技中心。同时，成都也在奋力推进“四基地”的建设，即：将成都建设成为中国重要的高新技术产业基地、现代制造业基地、现代服务业基地和现代农业基地。BrandBrand 品牌品牌Microfinance is proving to be more than just a trend across the world.Not only in India and Africa,but also in China have policies opened up t

33、o allow more local and projects to launch and stimulate sustainable growth.目前小额信贷已经不仅仅是一种全球趋势了。除了印度和非洲，中国也出台了相关政策扶持更多的本国项目，来保证国家的可持续发展。From DEVELOPMENT FAD DEVELOPMENT FAD to SUSTAINABLE INVESTMENT MODEL SUSTAINABLE INVESTMENT MODEL 从 热捧外来外来投资投资 到 兼顾本地区企业发展的稳健投资投资环境。环境。Culture/CategoryCulture/Catego

34、ry 文化文化/品类品类http:/ http:/ will make China the leading producer of wind power in the world.Shifting from being one of the worlds top polluters to a leader in green energy,Beijing is setting some of the most ambitious goals of any country for creating renewable energy.2009年中国已经成为全球风能应用的领先者。从这里我们不难看出，中

35、国不再是之前的污染源，而是绿色能源的主导者，中央已经制定了一系列措施，推动可再生能源的发展。并为节能减排制定了符合本国国情的宏伟目标。From BIG POLLUTER BIG POLLUTER to GREEN LEADERGREEN LEADER 从污染源污染源 到 绿色领袖绿色领袖。CultureCulture 文化文化http:/ worst of the crises may be over,but many international investors are coming out tempered by two years events like Lehman and now

36、Dubai collapse.They will be more risk-adverse,or smarter going into investments.经济危机最艰难的时刻可能已经过去，然而还有许多国际投资者由于雷曼兄弟倒闭和迪拜债务危机，出手变得犹豫，他们将要更多的考虑不利风险，在投资时显得更加的谨慎和精明。From BANDWAGONS BANDWAGONS to SAVVY MOVERSSAVVY MOVERS从盲目跟风投资盲目跟风投资 到 独到眼光的投资独到眼光的投资Culture:InvestorsCulture:Investors 文化文化:投资者投资者Brand Chan

37、gePoint OpportunityBrand ChangePoint Opportunity品牌改变点的机遇品牌改变点的机遇Chengdu has clearly been established on government development government development agendas and is picking up speed as a big investment target.Our opportunity is to amplify this opportunity to an international audience who is savvysav

38、vy and looking for guaranteedguaranteed return.中央政府和省政府出台了一系列的措施，推动成都加速成为一个巨大的投资目的地。我们的机遇是向国际上那些精明谨慎且寻求有保障回报的投资者扩大宣传投资成都的机遇。Investment ChangesInvestment Changes投资改变投资改变品牌品牌品类品类文化文化从从 热捧外来热捧外来投资投资 到到 兼顾本地区兼顾本地区企业发展的稳健企业发展的稳健投资投资环境。环境。从从 发展中发展中的西部的西部市场市场 到到 发展发展中中的的中国中国中心中心从从 生产加工生产加工 到到 产业高端与高端产业高端与高

39、端产业的蜂拥而入产业的蜂拥而入从污染源到绿色领袖从污染源到绿色领袖从盲目跟风投资从盲目跟风投资 到到 谨慎的投资谨慎的投资31IDEASDEFINE the brands ambition定义定义 品牌雄心Define our Ambition:Define our Ambition:定义我们的雄心定义我们的雄心:Chengdu tourism Chengdu tourism 成都旅游业成都旅游业From From 从从To To 到到Second Choice第二选择The hottest choice最热门选择From Beijing side trip从到北京的顺道旅游Authentic

40、 Chinese experience真正/真实的中国体验From China Package从中国之旅固定线路游Traveling in your unique mode独具个性的旅游方式“HottestHottest Destination”Destination”“最热门的目的地最热门的目的地”To become a first choice for visitors to China who are looking for vibrant and authentic experiences.成为那些希望获得中国式体验游客的第一选择Define our Ambition:Define o

41、ur Ambition:定义我们的雄心定义我们的雄心:Chengdu investment Chengdu investment 成都投资业成都投资业From From 从从To To 到到Core Industrial 以工厂为核心High-tech&High-value adding 产业高端和高端产业Western Hub 西部的中心China Hub 中国的中心Investment Option 投资的选择Guaranteed Growth(Govt backed)有保障的投资回报率(政策保障）Commercial Expansion 单纯的追逐商业利益Sustainable Deve

42、lopment注重 可持续发展“Guaranteed Growth”“Guaranteed Growth”“有保障的增长有保障的增长”High-value,high-return and make Chengdu the hot-spot for investment高价值,高回报，使成都成为投资热点IDEASENERGISE the brands action激活激活 品牌行动Targets:TravelersTargets:Travelers目标目标:游客游客Are looking for something more authentic,something off the beaten-

43、path,not western influenced Beijing or Shanghai.They want enriched experiences that they can call their own.他们寻求的是真实的不同于西方文化影响下的北京或上海的中国式体验，他们希望以自己独特的体验来丰富旅游经历。AsiaAsia1.Jp 日本2.HK 香港3.TW 台湾4.Kor 韩国Non-AsiaNon-Asia1.US 美国2.UK 英国2007年2009年成都市接待入境过夜游客前10名国家（地区）2007年2008年2009年1-11月排名国家(地区）人次排名 国家（地区）人次排

44、名 国家（地区）人次1日本1558691美国605191日本1003752台湾1209622香港642472香港739133香港873693台湾463153美国621944美国735124日本420114台湾557135韩国463705韩国314825其他欧洲国家340276泰国325716英国253986英国308697新加坡302067其他欧洲国家228347新加坡220148其他欧洲国家252818新加坡190908其他亚洲国家197799英国250999澳大利亚159339法国1844610法国1808410加拿大1436310韩国15536资料来源：成都市旅游局入境过夜统计Targe

45、ts:InvestorsTargets:Investors目标目标:投资者投资者Familiar with China,but seeking to stay ahead of the curve and looking to be a part of the next wave of growth in China.Savvy investors looking to high-potential and high-return areas.他们对中国熟悉，正在寻找高潜力和高回报的投资领域，愿意参与到中国经济新的增长中来，并分享经济发展的成果，借此保证领先的地位AsiaAsia 亚洲亚洲1.

46、HK 香港2.Sg 新加坡3.TW 台湾4.Jp 日本5.Kor 韩国Non-AsiaNon-Asia 非亚洲非亚洲1.US 美国2.UK 英国(外商直接投资)利用外资分国别（地区）比重表 2007年01月-2009年11月（金额单位：万美元 ）国别（地区）项目个数合同外资金额实际使用外资金额个 数比 重%金 额比 重%金 额比 重%总计8221001037166100515982100文莱40.4918300.185060.1香港33440.6368301665.8534424666.72印度20.2410500.1310.01印度尼西亚伊朗10.124以色列10.122500.02日本27

47、3.28222032.1450320.98黎巴嫩670.01670.01英属维尔京群岛364.38636666.14431038.35加拿大263.1644990.433530.07美国9010.95185371.7966001.28澳门1马来西亚131.58-253-0.022610.05菲律宾10.122800.031330.03新加坡495.961014809.785618510.89韩国293.535400.05720.01泰国50.616630.061450.03阿拉伯联合酋长国11000.1120000.39台湾省8410.22320153.0937660.73肯尼亚20资料来源：

48、成都市商务局利用外资分国别比重Our Proposition Our Proposition 我们的提议我们的提议Hot Pot Hot Pot Chengdu:Chengdu:The essence of ChinaSpicy food is one signature of Chengdu,but it symbolizes the vibrancy and immediacy of Chengdu experience成都辛辣的美食是它的一张名片，它象征着活力和爽快的成都体验。Hot Pot also refers to the melting pot that Chengdu has

49、to offer,of unique ancient cultures,plus Hot Pot同样意指成都为世界带来的熔炉，使得历史文化与现代文明在这里交相辉映。The Pot also connotes a big pot for investment,backed by govt at multiple levels to guarantee an attractive pot,or reward.The Pot同样也喻指投资的平台，在多个层面都有政策作为保证，保障它是一个能够吸引人的、有回报的平台。The hot-spot-where the action is happening,w

50、hether for investment or tourism.Right now.无论对投资还是旅游，成都都是热点地区，要行动，趁现在！Strategic PlatformStrategic Platform战略平台战略平台Phase IPhase I “Assure”“Assure”阶段阶段 I I “安全安全”Phase IIPhase II“EnergizeEnergize”阶段阶段 II II“激活能量激活能量”Phase IIIPhase III“Soar”“Soar”阶段阶段 III III“飞跃飞跃”Jun AugJun Aug200820086 6月月 9 9月月20082

51、008Until Until end 2009end 2009直到直到20092009年底年底20102010Phase 3.1 PlatformPhase 3.1 PlatformPhase 3.1Phase 3.1“Hot Pot Chengdu”“Hot Pot Chengdu”Segment1.Education-location2.The Place to see the authentic side of China3.See it in your own way Gateway Food Culture AsiaTouristsWhy should I go?Where is C

52、D?UK-USTouristsAnother Bubble?1.Guaranteed 2.The Hot spot for investmentStrategic Govt focusInfrastructureReal EstateAsiaInvestorsUK-USInvestorsHot Pot ChengduMessagesMindsetSupportsAccessto natureGourmet FestivalHistory阶段阶段 3.1 3.1 平台平台阶段阶段 3.13.1“成都火锅成都火锅”分类1.教育 地理位置2.一个见证中国最真实一面的地方3.以你自己的方式去看、去感受

53、 门户 美食 文化 亚洲游客我为什么要去？成都在哪里？美英游客另一个泡沫/骗局？1.有保障的2.投资的热点中央政府大力发展的区域基础设施建设房地产亚洲投资者美英投资者Hot Pot Chengdu讯息心态支撑通向大自然美食节历史3 Year Plan&Beyond3 Year Plan&BeyondSOAR SOAR AMPLIFYAMPLIFY1.5 Years1.5 Years1.5 Years1.5 Years2+Years2+YearsPhase 3.1Phase 3.1Phase 3.2Phase 3.23 3 年计划年计划&超越超越超越超越 扩大扩大1.5 1.5 年年1.5 1.

54、5 年年2+2+年年阶段阶段 3.13.1阶段阶段 3.23.2 “中国的国粹中国的国粹”亚洲：日本，韩国，香港，台湾，新加坡亚洲：日本，韩国，香港，台湾，新加坡 “亚洲目的地亚洲目的地”全球一体化全球一体化 “中国的国粹中国的国粹”欧洲欧洲/美国美国阶段阶段 4 4亚洲游客：亚洲投资者：我为什么要去成都？中国的泡沫？成都在哪里？1.真实的 1.有保障的2.教育 2.热点3.你的 增长就在这生态之旅/美食 高科技/高价值节/文化美国/英国游客：美国/英国投资者：成都在哪里？中国的泡沫？我为什么要去？1.教育 1.有保障的2.真实的 2.热点3.你的 增长就在这生态之旅/美食 高科技/高价值节/

55、文化世界游客：世界投资者：亚洲的许多城市 中国的泡沫？到亚洲必须要看的 成都=亚洲的中心 生态之旅/美食 高科技/高价值节/文化项目建议：项目建议：征召熊猫看护员活动洞察：人人都想有与熊猫直接接触的机会活动目的：创造年轻人造访成都的知名度，促进成都形成年轻有活力，绿色环保的形象。活动形式：针对香港、台湾、日本、韩国、美国征召18到22岁的大专学的学生年三批，春夏及圣诞，每批入选5名，每期一个月（录取方式可参考大保礁案例）项目建议：追随野放大熊猫的脚步项目建议：追随野放大熊猫的脚步活动洞察：人人都更想见到大熊猫在野外生存的自然状态。活动目的：利用大熊猫的全球影响力，传达成都生态特质与惬意的自然风

56、光。活动形式：利用都江堰大熊猫野放中心平台，面向全球，重点针对东南亚国家招募1-2名志愿者，随同大熊猫野放工作人员，对放归野外的大熊猫进行全程监控和追踪，并在活动官方网站上传相关记录。项目建议：传播工具规划项目建议：传播工具规划公关策略公关策略媒介策略媒介策略成都城市品牌国际传播保障机制成都城市品牌国际传播领导小组组织结构中共成都市委成都市政府国际形象提升领导小组综合协调组投资组旅游组策划组涉外联络组实施组公关/活动新闻广告互联网成都城市品牌国际传播领导小组各组职责综合协调组：负责WPP集团与国际形象提升各组的对接，传播项目的档案管理等投资组：负责收集、整理和分析有关成都涉外投资的相关数据，实

57、现投资环境宣传内容的动态报送。旅游组：负责收集、整理和分析有关成都涉外旅游的相关数据，实现旅游环境宣传内容的动态报送。策划组：根据国际（国内）媒体习惯，结合目标受众兴趣点和成都实际实施相关公关/活动、新闻、广告宣传、互联网策划。涉外联络组：建立和外媒的沟通机制，根据外媒特性整理相关策划资料，保障信息的国际传达。实施组：负责各项策划的落地与执行品质控制，并实施效果监控。SCORE评估评估Benchmarking&Evaluation:Top line Recommendation学习标杆&评估:首要推荐CITY BRANDING CASESCity branding casesAmsterdam

58、 and Rotterdam:participation model of brandingGlasgow,ScotlandMelbourne,AustraliaCitizens as stakeholdersInfusing Culture into City BrandMoving up to world city statusAmsterdam,1984Seeds of ModernCity Branding“Amsterdamned”:a city marred by unemployment and the influx of drugs and civil unrest in it

59、s streets.The 1984 campaign focused not only on improving the city,but encouraging pride in its citizens.A mechanism for popular participation was the blank space left in the middle of the posters,people were even officially encouraged to add their own message.I amsterdamAmsterdams rich heritage and

60、 culture,its spirit of commerce,its innovative infrastructure,its livability and its creativity set it apart from other major European cities.Its time for Amsterdam to speak out for itself and make its relevance known in a proud,supportive and positive manner.With their current campaign,Amsterdam sh

61、ows that city Branding is one of the relevant opportunities user-generated content.The I Amsterdam campaign takes the citizens as its strongest brand asset.Rotterdam is currently working within public private cooperation in many different ways on city marketing,including strengthening the Rotterdam

62、brand.Even more focus will be placed on these partnerships.It is the smartway to achieve a high level of impact on perception and awareness with a limited investment(and big multiplier).The core competences to be used and nurtured are:enthusiasm,willingness to play a role,combining the communication

63、 strengths of many parties,the networks,the creative ideas of Rotterdams businesses,institutions and individuals themselves,the gems in the city.The Rotterdam BrandRotterdam is a young,international city on the water with a down-to-earth,decisive mentality.Br and values Ambition Change InvolvementSt

64、yle characteristics Proud Warm PersonalBrand essence Residents:living in a world city Businesses:room for initiatives and cooperation Visitors:hip&trendy cosmopolitan city Students:distinctive career city1.In 2030,Rotterdam wants to be the most important city port in Europe in the field of knowledge

65、 and innovation.2.Rotterdam makes use of leisure economy as an inspiration for new business.3.Rotterdam will make space for entrepreneurs.4.Rotterdam will build in the existing urban area to provide for housing needs.5.Rotterdam will create residential environments that will minimize selective migra

66、tion.6.Rotterdam will transform weak residential environments.7.Rotterdam will use public space and water as an accelerator for the proposed spatial developments.8.Rotterdam will take sustainable steps to guarantee its accessibility.9.Rotterdam will combine its approach to the environment and spatia

67、l development in a creative way.10.Rotterdam will use its cultural heritage and architecture as a development asset.The Rotterdam Brand Strategy is aimed at supporting and strengthening the strategic course 2030Glasgow:Scotland with styleThe brand works as a holistic communications tool,driving forw

68、ard a range of different partner activities on the national and international stage.Glasgow:Scotland with stylecovers education to tourism,retail to transport,and events to investment.The brand strategy includes a combination of advertising and public relations,sponsorship and brand installations to

69、 focus on attracting specific events and media outlets that reflect the brand positioning.Saw increase in additional tourist expenditure of 62M since brand launch in 2004.lGlasgow:Scotland with StylePositioning:Glasgow:Scotland with StyleCosmopolitan|Humorous|Generous|OutgoingGenuine|Creative|Embrac

70、ing BRAND PERSONALITYProposition:“Full-on European City Experience”FACTS&SYMBOLSDESCRIBE THE PRODUCTHOW THE BRAND MAKES ME FEELPRODUCT BENEFITHOW THE BRAND MAKES ME LOOKVALUESRationalEmotionalMelbourneLet Yourself GoMelbourne is an intricate network of laneways,staircases,arcades and non-descript do

71、orways.Concealed within are many of its most exciting bars,galleries,restaurants and boutiques.Melbourne is a maze.And the fun is exploring it.Online will be a major focus of the campaign,promoting four key Signature Experiences Luxury&Indulgence,Cultural Discovery,Cool Hunting and Fashion&Fun.See:V