What is the narrative strategy of city promotional video

City image communication is the key link of city brand marketing, how to integrate city resources, aggregate city influence, complete the shaping of city image and brand image enhancement, is the main problem faced by the city big marketing. And the emergence of the city publicity film provides a solution.

First of all, the promotional video is different from the plane and broadcast media, it is a combination of audio-visual art form, and its dissemination effect is unmatched by the plane and broadcast. Secondly, the rich expression forms and techniques of the promotional video give it unparalleled artistic infectivity, and become a more popular information carrier.

So, how can a city promotional video tell the city to get a better city communication effect? Here, we analyze the narrative structure of the city promo, from the narrative point of view to deconstruct the success of the city promo code.

The narrative of the promotional video often presents many styles, but as an integrated communication of the city's image, it has consistent characteristics. No matter what style of narrative form, it is always based on the city's inner humanities as the narrative support, because culture is the inner root of the city; the main part of the narrative often includes the city's political, economic and municipal construction, which can be summarized as the city's obvious elements or material elements, and on the basis of which, the overall presentation of the city's image.

The city video is a complex marketing communication activity, the strategic level of city positioning and creative level of differentiated expression, as well as the implementation of the narrative structure of the level of interlocking, echo each other to create a city video with communication and marketing value.