Plans Of International Communicat Ion Activity Related Hangzhou Ci Ty Brand "I"

In modern marketing, branding has always been one of the core contents. The city brand is also a new hot issue of theoretical research in recent years. International communication of city brand is one of the key directions of Hangzhou building the life quality city."I" is a cultural festival which aims to show the city brand and the east and west cultural fusion in Hangzhou city. By communicating and discussing with foreigners, this activity was expected to promote exchanges and fusion of eastern and western culture and raise the international profile, reputation and influence of the Hangzhou city brand. Also, it was hoped to drive the Hangzhou’s brand products and brand characters to the whole world. But due to lack of the spread of ideas and innovative activity forms, its influence was minimal.In August2013, commissioned by the sponsor of this activity, the Press Group where I worked in joined the preparation to revise the event. Finally, the planning case of the content and series report which were mainly drafted by me finalized with several adjustments.On October16,2013, the "I" was inaugurated. Each experiential activity was carried out from September to November. The activity’s transformation is not only a simple change of its form, but rather a reborn for its idea, construction and design. It paid more attention to the cultural connotation and residential participation. The revision of this event is a breakthrough to other brand communication activities and moreover, exerts demonstration effect on Hangzhou’s pace of internationalization.