Secondary Development and Operation of Civil Travel IP
The current market environment is: IP and travel developers need each other. However, the real entertainment about IP is not only IP and land, but also the secondary development of IP conversion to offline. And the offline secondary development of IP is also a common pain point in the industry.
Consumers'demand for IP live entertainment has gradually escalated from the early display of IP image to the combination of IP and equipment in the medium term to the immersive experience of IP. Therefore, how to make consumers feel in the IP world offline will become one of the important factors that determine the future of IP live entertainment.
Having a good IP just means that the work is just beginning. How can we turn it into a business project with good returns? We think there are 10 steps.
1. Choosing IP landing scenario
2. Determining the most appropriate mode of IP landing
3. Cultural Planning
4. Spatial planning
5. Special effects design and production of thematic scenes
6. Layout of matching contents in combination with tour lines and theme scenes
7. Financial Model Design
8. Operation simulation calculation and trial operation
9. Risk assessment and control
10. Systematic design of marketing strategies, budget of marketing expenses, and ensure the source of customers for opening and operation
Online: constantly disseminating news through various social media, including Chinese people.
Through some means of network hot search, countdown and so on to keep the network hot.
Cooperate with well-known network content dissemination companies to produce network dissemination content.
Offline: Use traditional channels for publicity. The practices are as follows:
Publish news in well-known entertainment magazines in Europe and America.
Accelerate the publication of the new series of books, increasing the superposition of propaganda and publicity.
Through word-of-mouth marketing, create a sense of identity.
Instead of publishing all the information, you can only see part of it and create emotional anxiety.
Through television and radio, release some details of the park video, increase people's curiosity.
At present, most of the domestic cultural and tourism projects are not poor in hardware and supporting facilities, but lack of the transmission of culture and values. The scenes of theme parks are mostly independent, and they don't graft stories and values into them very well. A paradise that relies solely on sensory stimulation is like a soap opera without "brain-crossing". It cannot become a classic and can't afford to revisit.
Through the classic cases abroad, we can see that the project with values and connotations must start from the top design. They study consumers, control the rhythm of story telling, and systematically guide tourists' emotions and emotions in the scene from project design, spatial planning, format layout, etc. until the final exploding point is launched, giving visitors an unforgettable experience of play.
This requires a pool of cross-border talents. These talents come from various fields, not only in engineering, manufacturing, architecture, but also across aesthetics, landscape, literature, film production, artificial intelligence, marketing, psychology and so on. There are many stories worth exploring in China's 5000 years of culture. I believe that through the joint efforts of various fields, we will also welcome our world-class IP in the near future.