Company project materials; public release is subject to client authorization and verification of the recorded project phases. 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
A sporting event can generate temporary attention, but a city brand must answer more: why visit Wanning beyond the competition, what experiences exist beyond the waves, and what should people remember after the event ends?赛事可以制造一时关注，但城市品牌需要回答更多问题：除了比赛，为什么来万宁？ 除了海浪，万宁有哪些不可替代的生活感受？ 活动结束后，人们还能记住什么？
02
The decisive insight关键洞察
Rather than compress every city asset into one slogan, Meantime developed two complementary narratives. Surfing, the coast, and international exchange expressed youth, openness, and sporting energy; longevity, local culture, and resident participation expressed warmth, time, and the wisdom of everyday life.明通没有把所有资源都塞进一句口号，而是建立两条互相补充的内容线： 以冲浪、海岸与国际交流表达万宁的年轻、开放和运动能量； 以长寿、人文和市民共创表达城市的温度、时间与生活智慧。 这让万宁既有一眼可识别的国际标签，也有愿意被深入了解的城市内涵。
03
The core idea核心创意
Use 'World Surfing Destination' as an immediately recognizable international entry point, then deepen the brand through multi-phase events, visual stories, and a portrait concept centered on 100 centenarians.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
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
围绕核心判断，统一策略、创意、内容、媒介与体验触点。
02
根据目标人群与渠道任务拆解执行，并在项目过程中持续校准。
01
Framed surfing and the coastline as Wanning's most internationally legible brand entry.
02
Developed international surfing activities and visual content around the city's open, youthful energy.
03
Added stories of longevity, local culture, and resident co-creation to give the city brand depth beyond the event calendar.
04
Planned a portrait program featuring 100 centenarians to connect Wanning's public image with lived experience and the passage of time.
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。
The recorded strategy combines a distinctive international label with a deeper local-life narrative across multiple project phases.
02
Public claims about individual executions or effects require confirmation of the relevant phase and client authorization.
What this proves它证明什么
Why this case matters案例价值
Company materials document the dual narrative of international surfing energy and locally grounded stories of longevity and culture.这个案例展示了明通如何围绕“用冲浪打开世界，用真实生活留下记忆”，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
