The Communication Planning For Project Sponsorship Of "Creative Communication Of Hangzhou Story"

"Great Communication of China Story" was formally put forward as a national strategy in the report of 19th CPC National Congress,and the urban story is an essential part of the China story.Facing the challenge of Globalization,Hangzhou further clarifies the goal of the development of the city's internationalization in the post-G20 era.Storytelling of the urban is not only the need to respond to the national strategy,but also the new requirement and inevitable choice of Hangzhou urban communication management.It is a great opportunity for Hangzhou that the first international contest for creative communication of China story is held.Sponsoring the annual project,on the one hand,can once again spread of Hangzhou city brand to the public at home and abroad whom the contest orient to,from the multiple prospective of Hangzhou's city brand,on the other hand can have a large collection of urban stories,for the construction of "unique charm,unique and wonderful!" world famous city collecting the wonderful story.Based on previous research,an investigation of the current situation of the brand resources and city communication of Hangzhou,the communication planning gives full play to the role of the sponsorship through online and offline promotion,contest spread throughout and the subsequent spread of Hangzhou story.Having the aid of the contest and implementation of communication planning,Hangzhou can comprehensively promote its international status and urban image,and explore the new path of international communication and urban marketing of itself.In addition,the impact of the sponsorship will be enhanced.The planning is in the forefront of urban communication in China.The communication design in the three stages has bright spots and new ideas.This plan has been implemented and basically completed,and achieved good communication effect.