A drama brings fire to a city

With the transformation of the tourism industry in the post-epidemic era, urban marketing is also "decentralized", and non-first-tier cities have successively issued their own "city business cards". The popular city filming locations in iQiyi’s hit dramas have become an existing opportunity for the brand. On this basis, iQIYI arouses the willingness of netizens to check in by creating the planning label of "a drama brings fire to a city", conveys the cultural inheritance of "a city in a drama" and the industrial value of cultural tourism development, so as to increase the brand awareness of the enterprise. influence and reputation.

Case Details

Brand: iQiyi

Brand Owner: iQiyi

Main Agency: iQiyi

Launched on the market: Mainland China

Industry: Internet

Media channels: outdoor (billboard, multimedia), online display advertising, information flow advertising, video/micro-movie, social media, event, event & experience, content marketing

Background/Goals/Challenges (limited to 300 words):

1. Background

(1) Cultural tourism market: The tourism industry is undergoing transformation in the post-epidemic era, and urban marketing is also "decentralized". Non-first-tier cities have successively issued their own "city business cards".

(2) The brand has existing opportunities: within a week after the broadcast of "The...

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