地方文化營銷

每個地方都在找尋投資家、觀光客和新居民,有的還希望留學生到來留學,這是否有竅門呢?文化創意幫得上大忙。

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Comment by 誰還記得北婆羅州? on May 14, 2021 at 7:13pm


CNN:世界
20大難忘旅遊標語 (1-5)

是狂放不羈,還是霸氣測漏?是詩情畫意,還是含蓄內斂?旅遊標語是怎樣吸引人的目光,帶你走遍天南地北的?美國有線電視新聞網(CNN)與你,一起盤點世界20大旅遊標語。

1、拉斯維加斯

“What happens here, only happens here” 拉斯維加斯之所以成功,不僅是因為它好玩,還因為它充分發揮自己的品牌優勢。旅遊局要做的,就是確定自己所要打造怎樣一座城,再在所有標語上將其凸顯出來。只要有了強有力的品牌,標誌口號也就是在錦上再添點繁花。(参考文献:https://www.pinchain.com/article/3921


2、新西蘭

新西蘭耳熟能詳的標語“100% 純凈的新西蘭”,可謂是大獲成功,已成經典。不過,現在作為《指環王》拍攝地,過去的小清新,要與現在的新形象相結合,似乎難度頗高,總有些格格不入。


3、密歇根

受到新西蘭這個前輩的啟發,密歇根也催生了一個類似的標語。“純凈的密歇根”運動,有了19.8萬張圖片分享,17.7萬粉絲,這個標語也成了標簽。


4、希臘

這個地中海國家是世紀最著名的旅遊景點之一,豐富的歷史、美食、金色沙灘吸引無數遊人,這也是為何這個標語“人在希臘”,讓人感覺如此不凡。希臘有這太多東西,僅僅一句標語根本不足以表達出希臘的美好。


5、愛丁堡

蘇格蘭首府愛丁堡的這個標語,意為“讓人驚嘆的愛丁堡”,這種兩個英文單詞拼成一個新詞的文字遊戲,雖然也受了不少批評,但卻也非常詼諧有創意。僅用一個詞就描述一座城,而且言之達意,也實屬不易了。

Comment by 誰還記得北婆羅州? on May 10, 2021 at 4:53pm

《旅报》吳學銘總編輯·趣談觀光口號

許多國家都會喜歡用一句話來宣傳自己,我們稱之為觀光口號(Slogan),據國外有個網站的調查,全世界大部分國家都有自己的觀光口號,唯獨38個國家沒有。

要用簡單幾個字,就能代表該國的口號,說起來簡單,做起來可不容易,如果不告訴你那些口號是代表那個國家的,隨便找一些Slogan讓你去猜,絕對讓人很傻眼,因為看起來都差不多。


Tourism for Everyone(適合每個人的旅遊),Once Is Not Enough(一次還不夠),這兩個slogan你能指出是那個國家嗎?很難對嗎?如果告訴你前者是沙漠之國阿爾及利亞,後者是雪山之國尼泊爾,你能意會得來嗎?好了,如果我把它換過來,前者是指尼泊爾,後者是阿爾及利亞,會有不一樣嗎?


這就是真相,告訴我們,很難用一句話去涵蓋一個國家的觀光特色。


所以就會有國家把自己名字,直接冠在Slogan裡面,就像Albania: Go Your Own Way(阿爾巴尼亞:走自己的路),還有Latvia:Best Enjoyed Slowly(拉脫維亞:最好慢慢欣賞)。

還有一些國家的Slogan,根本就是違背現實本質的,例如深陷戰亂的敘利亞口號是Always Beautiful,還有中美洲薩爾瓦多的口號是45-Minute country,意思是該國的目的地都在45分鐘車程內,這也根本違背事實(最近已修改了)。


還有些國家喜歡用幸福兩個字來代表,最有名的就是喜馬拉雅山的小國不丹,它的口號是Happiness is a Place(幸福是一個地方),還有丹麥的Happiest Place on Earth(地球上最幸福地方),南太平洋小國斐濟的Where Happiness Finds You(幸福找到你的地方)。

比較厲害的,還會用英文的雙關音來當Slogan,例如印度的Incredible India,都是用In音做文章,一用就好幾年,還有台灣遊客喜愛的帛琉Pristine Paradise Palau,都是用P當字母,也用了許多年,還有愛沙尼亞的Epic Estonia(史詩般的愛沙尼亞),就是用E音當字母,帶出該國的悠久歷史。

一個國家的觀光口號,在製作上應該顧及信達雅三個層次,要真實,又要得體,既能朗朗上口,又能牢牢記住,的確很不容易。再看看下面例子——

① Endless Discovery ② All Time Classic ③ Keep Exploring

你能指出是那個國家的Slogan嗎?


答案是:① 日本 ② 希臘 ③ 加拿大

Comment by 誰還記得北婆羅州? on May 5, 2021 at 11:48pm

COVID-19 drives $4.5T loss in travel, tourism in 2020

Pandemic caused loss of 62M jobs last year, leaving 272M employed across travel, tourism sector globally, says industry group

The world travel and tourism sector last year suffered a massive loss of nearly $4.5 trillion due to virus-related travel restrictions, border shutdowns, and drop in consumer demand, according to new research by an industry group.

The sector's contribution to global GDP plunged 49.1% year-on-year to $4.7 trillion in 2020 (5.5% of the global economy), the World Travel and Tourism Council (WTTC) said on Thursday.


The previous year the figure was nearly $9.2 trillion or 10.4% of the global economy, meaning the figure dropped by about half.

With the loss of 62 million sector jobs last year, the coronavirus pandemic left 272 million employed across the industry globally.

And the threat persists, the report argued, as many of these jobs are currently supported by government retention schemes and reduced hours, and without a full recovery of travel and tourism they could be lost.


The report also said international travel spending slipped 69.4% compared to the previous year, while domestic travel spending posted a lower decline of 45%.

On the plus side, the sector’s contribution to global GDP could rise sharply this year, up 48.5% from last year. This figure is expected to overtake 2019 levels by 2022, with a further year-on-year rise of 25.3%.

If the global vaccine rollout continues at pace, and travel restrictions are relaxed just before the busy summer season, the 62 million jobs lost in 2020 could return by 2022. (By:Tuba Şahin | 26.03.2021 I  Source:https://www.aa.com.tr )

Comment by 誰還記得北婆羅州? on May 5, 2021 at 4:00pm


亞太20國國際邊境開放情况

(截至2021年5月4日 tiket2.com)

淺藍色:開放或部分開放 / 灰色:封鎖

Comment by 誰還記得北婆羅州? on May 2, 2021 at 4:26pm


韓國旅遊業·國內遊細分市場

為求生存,一些旅行社轉向開發韓國國內遊的細分市場,推出家庭主題遊、休閑之旅等特色產品來吸引遊客。比如在欣賞山和大海等自然美景後,品嚐山泉水釀制的啤酒,再入住韓國傳統韓屋等休閑遊套餐服務。

還有旅行社與航空公司、度假村等聯手,針對不同企業的度假需求,量身定制特色商務遊方案,努力拓展以企業為對象的商務遊空間。

隨著疫情下韓國旅遊市場需求的不斷變化,韓國旅行社正在嘗試通過面向不同小眾的特色服務來開拓市場。
(2020-10-28 財富網)

Comment by 誰還記得北婆羅州? on April 11, 2021 at 11:13am


石黑一雄·等我到鳳凰城的時候

“來吧,嘉德納先生,我們開始吧。來唱〈等我到鳳凰城的時候〉。”


於是,我奏了一小段開場,沒有主奏,可以引出一首歌,也可以漸漸淡出。我試著讓它聽起來有點美國風情,傷心的路邊酒吧,寬闊無垠的高速公路。我猜我也正想著我的母親。我曾走入房里,看到她蜷縮在沙發上,呆望著專輯封面上的美國公路,或是坐在一臺美國車里的歌手。我的意思是,我試著讓我母親知道這旋律是從同個世界傳來的──她手中的專輯封面里的世界。

接著,當我都來得及回神前,或是來得及抓穩節奏前,嘉德納先生就唱了起來。搖搖晃晃,他站在小船上,讓我擔心他隨時都會失足。但他的聲音就像我記憶中的那樣──輕柔,近乎深沈沙啞,卻飽滿厚實,像是透過無形的麥克風傳散著。就像所有絕佳的美國歌手那樣,他的聲音里有股疲憊,甚至隱晦帶著猶豫,仿佛他不是個習慣敞開心房的男人。大師們都是這麽唱的。

滿是遊蕩和告別,我們走完了那首曲子。一位將要離開他女友的美國男子。當他在一段段歌詞里穿越一個個城鎮──鳳凰城、阿布奎基、奧克拉荷馬,馳上前方的漫漫長路──我母親從沒能這麽做。如果我們能那樣將一切拋諸腦後就好了──我想我母親也是這麽想的。如果能以那種方式哀傷的話。
(石黑一雄2009年作品《夜曲》(Nocturnes)の 抒情歌手 Crooner)

Comment by 誰還記得北婆羅州? on April 7, 2021 at 10:44pm
Comment by 誰還記得北婆羅州? on April 6, 2021 at 10:06pm


Why Keen Tham:Before you start creating video content, make sure you know these 3 terms!


Recently, a friend shared these terms with me, PGC and UGC and I stared at him blankly. Apparently, these terms are used regularly in the Chinese market, and it is time we start to understand what they mean. If anything, they provide a roadmap on how to plan your branding strategy.

First off in my research, I added an additional BGC to the mix, and these are acronyms to the following :-

BGC - Business Generated Content

PGC - Professionally Generated Content

UGC - User Generated Content.

With these, let me give quick examples and what they are used for.

Business Generated Content is the long game. In the west, BGC is also known as Content Marketing. Mainly, this is content created by your business and this tends to be a long game. This include videos that reside on your website and on your social media pages.

If your business is in car servicing and repairs, for example, you could create some videos with content like “Top 3 Habits to a Better Running Car” or “5 Simple Things You Can Do Before Sending Your Car in”.

With BGC, your customers will be looking for authenticity. Establish your brand personality and how you stand out from the rest of your competitors.

How do you create this content? Get your phones out, do some Insta Stories, create some quick Instagram videos, or even hold a live stream where you answer frequently asked questions! You may even hire professionals, but do remember to communicate what you are doing. There is a difference between BGC and PGC, and we will illustrate further later.

Professionally Generated Content are your advertisements, your sponsored documentaries and testimonial videos. These can be for lead generation, a video about your upcoming promotion, for example. These can also be for branding, just like Nike’s ads featuring Tiger Woods and LeBron James, for example.

Comment by 誰還記得北婆羅州? on April 6, 2021 at 10:05pm

With PGC, you are essentially able to craft what your brand is aspiring to. This is the professional front to your business, while BGC and UGC tends to ‘keep it real’. With a professional team handling production, you are able to craft a clearer message with a polished looking video for your audience.

That said, to have that kind of production value, you typically have to set aside a bigger budget and a lot more time for the entire production. Take your time with this, but get started early.

Of course, you would know what this is. This is a big one that has not really existed until social media was created. User Generated Content refers to videos created and shared by users on social media and online platforms that are supposed to be ‘fans’ to the brand.

UGC helps to create social proof. If the content feels genuine, your customers would trust your brand more.

So what can you do to create UGC? You can sponsor influencers to help with content creation. Therein lies the contradiction. Companies can, and do pay users to help them share positive content, hence the inverted commas placed around ‘fans’.

One thing to note when working with influencers is their personal branding. Do research on the influencers you want to engage to make sure that their branding and their voice is aligned with your brand’s image too. If an influencer is quirky and fun while your brand is serious and professional, it would not help your brand much to have that person represent your brand.

Another thing you can do to encourage UGC would be to run promotions and competitions. You could run promotions encouraging content from your customers and fans. Giveaways, and collaborations are just some of the formats you can run your campaign on.

So we hope these definitions work! It is time to figure a good mix of all 3 kinds of content that best suit your brand and your market. Do feel free to comment or drop me a message if you would like some ideas on how to start! (Published on August 16, 2019 by Why Keen Tham)

Comment by 誰還記得北婆羅州? on April 4, 2021 at 9:58pm


Professionally Generated Content (PGC)

Professionally Generated Content (PGC) is that content generated by the brand itself in order to let people know its brand and much more than they have to offer through images, videos, blog posts etc.

When compared to UGC, PGC not only ensures good quality content but also is equipped with good capabilities of commerce and operations. The PGC team can invest more time, energy and money in producing videos as they pay more attention to the quality content and the message being sent to the viewers and customers. They plan to be real and formal when it comes to promoting their brand, unlike UGC. PGC platforms usually attract a large number of viewers and customers because of offering the best of content and deals.


The content created professionally does justice to its name as it is very apt and aims to let viewers have complete information about their product or brand in such a manner that indeed involves them in knowing about it even more.

There is no worry of quality of content, the participation of fans as such or consumption of time like UGC as the brand themselves keeps a check on all of the above and thus performs accordingly.


The main issue with videos or content created by a professional production company is the perceived value given by high-quality content. PGC also holds a level of perfection when it comes to people working with the process as there’s a lot to research on and know about people’s interests and values and what they’d be looking for.

It takes efforts and hard work to create a platform that would attract customers and let the business flourish. Abiding the laws, keeping a factual check, interests of the viewers, participation percentage and a lot more is associated with PGC platform.


Though there are both pros and cons of UGC and PGC, we still wonder who’d be taking over the throne of Social Market and how would it be possible with time?


                                                                  (Photo Credit:https://www.linkedin.com/)

愛墾網 是文化創意人的窩;自2009年7月以來,一直在挺文化創意人和他們的創作、珍藏。As home to the cultural creative community, iconada.tv supports creators since July, 2009.

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