How to turn cultural IP into cultural brand of ancient town

Characteristics of ancient town cultural IP

1. Themed. The setting of the cultural theme of the ancient town is a way of expression to publicize and promote it to the audience with direct and concise slogans. Each ancient town has different cultural charm, and its significance will be different from similar ancient towns. For example, Shanghai Disneyland with the theme of Animation Kingdom; Yingli ancient town, with the theme of "courtesy and filial piety culture".

2. It is unique. Cultural IP is the embodiment of the core wisdom of ancient town. The ancient town decides its own development mode according to its own culture and local conditions, and later integrates industrial projects to form a systematic and chain-like industrial development mode and form its own unique ancient town style.

3. This is storytelling. Storytelling is the oldest information dissemination channel, which can increase its interest and significance through physical expression, even tone and disguised reporting. The IP of ancient town culture is story marketing, which outlines a brand cognition that is deeply rooted in people's hearts with stories. The historical legends behind the ancient town have been excavated, and the classic legendary stories will come alive in people's memory. For example, the legend of Leifeng Tower in Hangzhou West Lake has already spread all over the streets.

4. It is explosive. Nowadays, in the era of complete tourism functions, in the development of ancient towns, it is necessary to have enough tipping points to attract tourists, increase the passenger flow of ancient towns and launch the cultural brand of ancient towns. At the same time, in the planning, planning and marketing of ancient towns, we should follow the principles of innovation and systematicness. For example, the Torch Festival in Yunnan Yi ancient town.

5. Interaction. The development of cultural IP is an open and flexible process, which is constantly deleted, superimposed and even supplemented. In the process of promoting the ancient town project, the ancient town needs to modify and supplement the project in time by getting feedback from consumers' experience, so as to introduce consumers into the emotional interactive world created by the ancient town and produce emotional buzz, which is the highest state of ancient town operation.