Guangzhou Municipal Culture, Radio, Television and Tourism Bureau广州市文化广电旅游局 · Culture & Tourism文化和旅游 · October 2019–September 20202019.10—2020.09
Helping visitors do more than see Guangzhou—giving them reasons to visit, photograph, and share it.让广州不只被看见，更被游客亲自打卡、拍下和传播
A participatory tourism system connecting platform topics, creators, POIs, itineraries, visits, and the next wave of user-generated content.把广州文旅资源组织成可发现、可到访、可拍摄、可分享的城市打卡系统。
CASE 47案例 47
Company project materials; public release is subject to client authorization and performance-data verification.公司在册项目材料
Company project materials; public release is subject to client authorization and performance-data verification. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Guangzhou has abundant tourism assets, but abundance also creates fragmentation. Conventional attraction listings can publish information without giving younger visitors an immediate reason to go—or turning a visit into the next piece of city content.广州的文旅资源非常丰富，但丰富也意味着分散。 传统景点介绍能完成信息发布，却难以让年轻游客产生“现在就想去”的行动冲动，更难让一次到访继续变成新的内容。
02
The decisive insight关键洞察
Tourism communication can become a participatory growth loop: platform topics create attention, creators lower the content threshold, POIs and itineraries convert interest into visits, and user-generated content turns those visits into the next round of discovery.明通把文旅传播从单向推荐改为参与式增长：平台话题负责形成声量，达人示范负责降低内容门槛，POI 与攻略负责把兴趣变成到访，UGC 再把到访变成下一轮传播。 每一次打卡，既是一次旅行选择，也是一条新的广州内容。
03
The core idea核心创意
Organize nearly 100 attractions and institutions around distinct motivations such as trend-led experiences, arts and culture, family activities, and food, so each visitor can find a version of Guangzhou they want to experience now.项目联动全市近百个景区与机构，围绕潮玩、文艺、亲子、美食等不同动机组织内容。 游客不必先理解完整的城市品牌战略，只需要找到“这就是我想去的广州”。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
平台级话题建立城市注意力
02
达人与官方内容提供打卡范本
03
POI、攻略与名单降低行动成本
04
百个打卡地沉淀长期内容资产
01
Built citywide attention through platform-level topics.
02
Used official and creator content to demonstrate how each destination could be experienced and shared.
03
Connected POIs, itineraries, and destination lists to reduce the effort between interest and arrival.
04
Structured the destination network as a long-term source of user-generated city content.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
The recorded delivery organized a broad city tourism network into a repeatable discovery-to-visit-to-sharing path.
02
Any reach, participation, or visitation figures require client authorization and reporting verification before publication.
What this proves它证明什么
Why this case matters案例价值
Company materials document the platform-topic, creator, POI, itinerary, and destination-list components of the program.这个案例展示了明通如何围绕“让一座城市被游客共同创作”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
