In December 21, 2017, the IAI New Travel Media Marketing Summit and the IAI Travel Awarda Presentation Ceremony were successfully held at Beijing International Hotel.
As a major new travel marketing summit at the end of IAI, the event attracted nearly 350 experts from the travel industry, marketing and media and brand business experts, invited several industries to give a speech on the theme of "New travel Media Marketing", explored the trend and development of new travel, and witnessed the first time. The award of the IAI Travel Awards and the TOP10 ranking of the annual IAI Travel Awards. This activity has also been supported and participated by many industry brands.
At the beginning of the summit, Mr. Liu Guangfei, the executive chairman of the IAI Travel Award, first introduced the IAI Travel Award in detail. "The IAI Travel Award, more widely influential travel cases, aims to build a flat platform for the exchange of Chinese and international travel and travel culture." The IAI Travel Awards is a start and a dream of achievement.
"Advertising and travel are two inseparable parts. IAI Travel Awards itself is a brand. We adhere to high standards in the process of award evaluation. Professor Wang Xingbin, the director of the national special allowance for the IAI Travel Awards and the former director of the Travel Research Institute of Beijing International Studies University, was evaluated.
The travel marketing forum invited the travel media to stimulate new ideas, exchange new ideas, and explore new development of travel marketing. Liu Qi, general manager of micro-blog's life and travel business, general manager of Tencent government travel, Cao Yuxin, deputy general manager of business ecology of Baidu search company, Deng Liang of Iqiyi national planning manager and Yao Lan, the chief editor of travel, share their unique views on travel marketing from their respective angles.
[Travel marketing of mobile social platforms]
Liu Qi, general manager of micro-blog's life and consumer upgrading career, first tells us about our current mobile social age. "We see a large user community in social products, and we are currently thirty-six million of micro-blog's active users in the last quarter, where a considerable mobile Internet is covered." Use the crowd. " Then it points out that the rise of the mobile Internet has made a great change in the content ecology of travel and the users of tourism. It also puts forward four tools for travel promotion using micro-blog: Star /KOL, social short video, hot events and brand activities. Finally, it also shares the opening of the Australian people, the visit of the Canadian Prime Minister and so on. Tourism case illustrates how to use micro-blog platform to do travel promotion.
[A mobile phone tour to Yunnan: provincial practice and recreation of global travel]
The general manager of Travel Administration Travel of Tencent has cut in from the video, first analyzes the background of the development of the travel industry, and then extends to the development of Yunnan tourism, and points out the three major challenges facing Yunnan's travel development: the market demonstration, the backwardness of the format and the lag of management. To this end, the Tencent's "one mobile Yunnan" project has applied a large number of basic data - a comprehensive service platform for tourists and a comprehensive management platform for the government, as well as the construction of the front end APP. In addition, Mr. Shu also demonstrated some of the functions of intelligent travel routes, face recognition, electronic guides and intelligent booking parking spaces.
[AI is capable of travel marketing]
Cao Yuxin, deputy general manager of business ecology of marketing department of Baidu search company, shares AI's application in travel marketing mainly from the data. "Consumers make a tourism decision for 24.7 days, according to Baidu's large data travel content related search heat data, the closer to the departure time point, the search heat is significantly raised." The search for high and overseas lodges increased greatly. " Then it is suggested that the key to AI is the experience as king. "One of the pain points of travel is language. Artificial intelligence is to find pain points, solve it with technology better, and make the experience of consumers better." Finally, it also predicted that Baidu will make VR marketing during the Spring Festival and China Southern Airlines.
[Good - looking - a new view of travel marketing]
Iqiyi National Planning General Manager Deng Liang shared the theme of good looking and more fun, "travel is the most direct way to understand the world, followed by watching travel video, Iqiyi is doing video, culture, entertainment." Nowadays, the speed of updating the social environment is more than ever, and the traditional content and expression have been difficult to effectively move the young people of the Internet as the aboriginal. Recognizing young people is the starting point of innovative travel marketing. I found that the content of film and television entertainment also affected people's travel, whether it is young or all walks of life, a lot of people in the choice of tourist destinations and travel ways, to a large extent, the impact of Korean dramas, Hollywood movies and so on. Finally, through the "Another Me in the World" and "Micro Travel" and other cases to illustrate how the video site is associated with travel.
[Online marketing of travel brand marketing]
Yao Lan, editor in chief of NetEase travel channel, analyzed some strategies for content marketing of NetEase travel. First of all, the portraits of NetEase's tourism content users are described: male majority, middle society, high knowledge and high salary, and company management. Then, in order to let Netease travel touch more users in content dissemination, it made three decisions to improve content quality, diversification and entertainment. Finally, the NetEase live broadcast case and the cross-border marketing project jointly with NetEase automobile are analyzed. "Our NetEase travel for so many years, has been sticking to the content of the creative, just like the IAI just put forward the achievement of the dream, we also hope to be able to make more travel platforms more diverse through our insistence on creativity."
As an annual event in the field of travel marketing, the day also unveiled the gold and silver awards of the IAI Travel Awards, such as creative works, content marketing, experience marketing and so on.
The IAI Travel Award is made by a professional review team. This collection of works has started in September for 2 months. In November, a systematic online review and a face-to-face review have been conducted, and 50 judges from the travel, media, marketing, travel and academic circles have participated in the awards review process. The assessment process is strict, open and transparent. It is an absolute authoritative Marketing Award in the travel industry.
It is reported that the IAI Travel Award received a total of 81 units to declare 233 cases, after the evaluation of many professional judges, the final selection of Gold Award cases 12 cases, silver award cases 17 cases, copper award cases 21. At the awards ceremony, IAI Travel Awards are divided into eight rounds of creative works, content marketing, experience marketing, media creativity, event marketing, ROI, integrated marketing, video class, and the honeycomb honeycomb x Durex cross boundary integrated marketing case (not known as the yellow box). .
In addition, the IAI Travel Award intellectual support agency (IAI digital brand research institute), on the basis of a number of authoritative network platforms such as Baidu, micro-blog, honeycomb and Tencent travel, has calculated and analyzed the comprehensive ranking of the industry - the first IAI Travel Award industry ranking TOP10, including 2017 "China's most The top ten high-end hotels, China's most influential center and the top ten Econo Hotel, the top ten of the most influential China Airlines, the top ten of the most influential foreign airlines, the top ten of the most influential Chinese travel attractions, the top ten of the most influential Chinese travel destinations.
The 2017IAI New Travel Media Marketing Summit came to a successful end in December 21st by retaining historical testimony, providing creative reference, building a communication platform, and respecting advertising intellectual property rights. The summit was broadcast live through the live broadcast of NetEase and live broadcast. I hope this event will bring gains and thoughts to all new media practitioners and everyone who cares about the development of travel marketing.
The future IAI Travel Awards will continue to pay attention to the travel marketing community's annual innovation and the widely influential travel marketing cases, build the travel cultural exchange and marketing platform, promote the digital and brand development of travel and its marketing, and contribute to the development of the travel industry.
The event is supported by BeiGuang Media City Television, Windows Interconnection for outdoor publicity, but also by the "New Travel" full media support. The audience who did not arrive can watch the scene replay through the live broadcast of the NetEase and live live state, and can also browse the scene through the vision of China, VPHOTO, and the spectrum.
IAI official website of Travel Awards: http://travel.iaiad.com/
In December 21, 2017, the IAI New Travel Media Marketing Summit and the IAI Travel Awarda Presentation Ceremony were successfully held at Beijing International Hotel.
As a major new travel marketing summit at the end of IAI, the event attracted nearly 350 experts from the travel industry, marketing and media and brand business experts, invited several industries to give a speech on the theme of "New travel Media Marketing", explored the trend and development of new travel, and witnessed the first time. The award of the IAI Travel Awards and the TOP10 ranking of the annual IAI Travel Awards. This activity has also been supported and participated by many industry brands.
At the beginning of the summit, Mr. Liu Guangfei, the executive chairman of the IAI Travel Award, first introduced the IAI Travel Award in detail. "The IAI Travel Award, more widely influential travel cases, aims to build a flat platform for the exchange of Chinese and international travel and travel culture." The IAI Travel Awards is a start and a dream of achievement.
"Advertising and travel are two inseparable parts. IAI Travel Awards itself is a brand. We adhere to high standards in the process of award evaluation. Professor Wang Xingbin, the director of the national special allowance for the IAI Travel Awards and the former director of the Travel Research Institute of Beijing International Studies University, was evaluated.
The travel marketing forum invited the travel media to stimulate new ideas, exchange new ideas, and explore new development of travel marketing. Liu Qi, general manager of micro-blog's life and travel business, general manager of Tencent government travel, Cao Yuxin, deputy general manager of business ecology of Baidu search company, Deng Liang of Iqiyi national planning manager and Yao Lan, the chief editor of travel, share their unique views on travel marketing from their respective angles.
[Travel marketing of mobile social platforms]
Liu Qi, general manager of micro-blog's life and consumer upgrading career, first tells us about our current mobile social age. "We see a large user community in social products, and we are currently thirty-six million of micro-blog's active users in the last quarter, where a considerable mobile Internet is covered." Use the crowd. " Then it points out that the rise of the mobile Internet has made a great change in the content ecology of travel and the users of tourism. It also puts forward four tools for travel promotion using micro-blog: Star /KOL, social short video, hot events and brand activities. Finally, it also shares the opening of the Australian people, the visit of the Canadian Prime Minister and so on. Tourism case illustrates how to use micro-blog platform to do travel promotion.
[A mobile phone tour to Yunnan: provincial practice and recreation of global travel]
The general manager of Travel Administration Travel of Tencent has cut in from the video, first analyzes the background of the development of the travel industry, and then extends to the development of Yunnan tourism, and points out the three major challenges facing Yunnan's travel development: the market demonstration, the backwardness of the format and the lag of management. To this end, the Tencent's "one mobile Yunnan" project has applied a large number of basic data - a comprehensive service platform for tourists and a comprehensive management platform for the government, as well as the construction of the front end APP. In addition, Mr. Shu also demonstrated some of the functions of intelligent travel routes, face recognition, electronic guides and intelligent booking parking spaces.
[AI is capable of travel marketing]
Cao Yuxin, deputy general manager of business ecology of marketing department of Baidu search company, shares AI's application in travel marketing mainly from the data. "Consumers make a tourism decision for 24.7 days, according to Baidu's large data travel content related search heat data, the closer to the departure time point, the search heat is significantly raised." The search for high and overseas lodges increased greatly. " Then it is suggested that the key to AI is the experience as king. "One of the pain points of travel is language. Artificial intelligence is to find pain points, solve it with technology better, and make the experience of consumers better." Finally, it also predicted that Baidu will make VR marketing during the Spring Festival and China Southern Airlines.
[Good - looking - a new view of travel marketing]
Iqiyi National Planning General Manager Deng Liang shared the theme of good looking and more fun, "travel is the most direct way to understand the world, followed by watching travel video, Iqiyi is doing video, culture, entertainment." Nowadays, the speed of updating the social environment is more than ever, and the traditional content and expression have been difficult to effectively move the young people of the Internet as the aboriginal. Recognizing young people is the starting point of innovative travel marketing. I found that the content of film and television entertainment also affected people's travel, whether it is young or all walks of life, a lot of people in the choice of tourist destinations and travel ways, to a large extent, the impact of Korean dramas, Hollywood movies and so on. Finally, through the "Another Me in the World" and "Micro Travel" and other cases to illustrate how the video site is associated with travel.
[Online marketing of travel brand marketing]
Yao Lan, editor in chief of NetEase travel channel, analyzed some strategies for content marketing of NetEase travel. First of all, the portraits of NetEase's tourism content users are described: male majority, middle society, high knowledge and high salary, and company management. Then, in order to let Netease travel touch more users in content dissemination, it made three decisions to improve content quality, diversification and entertainment. Finally, the NetEase live broadcast case and the cross-border marketing project jointly with NetEase automobile are analyzed. "Our NetEase travel for so many years, has been sticking to the content of the creative, just like the IAI just put forward the achievement of the dream, we also hope to be able to make more travel platforms more diverse through our insistence on creativity."
As an annual event in the field of travel marketing, the day also unveiled the gold and silver awards of the IAI Travel Awards, such as creative works, content marketing, experience marketing and so on.
The IAI Travel Award is made by a professional review team. This collection of works has started in September for 2 months. In November, a systematic online review and a face-to-face review have been conducted, and 50 judges from the travel, media, marketing, travel and academic circles have participated in the awards review process. The assessment process is strict, open and transparent. It is an absolute authoritative Marketing Award in the travel industry.
It is reported that the IAI Travel Award received a total of 81 units to declare 233 cases, after the evaluation of many professional judges, the final selection of Gold Award cases 12 cases, silver award cases 17 cases, copper award cases 21. At the awards ceremony, IAI Travel Awards are divided into eight rounds of creative works, content marketing, experience marketing, media creativity, event marketing, ROI, integrated marketing, video class, and the honeycomb honeycomb x Durex cross boundary integrated marketing case (not known as the yellow box). .
In addition, the IAI Travel Award intellectual support agency (IAI digital brand research institute), on the basis of a number of authoritative network platforms such as Baidu, micro-blog, honeycomb and Tencent travel, has calculated and analyzed the comprehensive ranking of the industry - the first IAI Travel Award industry ranking TOP10, including 2017 "China's most The top ten high-end hotels, China's most influential center and the top ten Econo Hotel, the top ten of the most influential China Airlines, the top ten of the most influential foreign airlines, the top ten of the most influential Chinese travel attractions, the top ten of the most influential Chinese travel destinations.
The 2017IAI New Travel Media Marketing Summit came to a successful end in December 21st by retaining historical testimony, providing creative reference, building a communication platform, and respecting advertising intellectual property rights. The summit was broadcast live through the live broadcast of NetEase and live broadcast. I hope this event will bring gains and thoughts to all new media practitioners and everyone who cares about the development of travel marketing.
The future IAI Travel Awards will continue to pay attention to the travel marketing community's annual innovation and the widely influential travel marketing cases, build the travel cultural exchange and marketing platform, promote the digital and brand development of travel and its marketing, and contribute to the development of the travel industry.
The event is supported by BeiGuang Media City Television, Windows Interconnection for outdoor publicity, but also by the "New Travel" full media support. The audience who did not arrive can watch the scene replay through the live broadcast of the NetEase and live live state, and can also browse the scene through the vision of China, VPHOTO, and the spectrum.
IAI official website of Travel Awards: http://travel.iaiad.com/