The Integrated Marketing Communication Plan Of Wuzhou Jewelry Festival

Wuzhou International Jewelry Festival is a local festival in Wuzhou City,Guangxi.It was originally based on the development of Wuzhou's artificial gemstone industry in the 1980 s.Since 2004,it has been successfully held for seventeen sessions.After 17 years of exploration and development,Wuzhou International Jewelry has developed from an industry-based exhibition to a comprehensive festival integrating economy,culture,tourism and lifestyle.With the changes in the local industrial structure in Wuzhou,the proportion of the secondary industry has declined,the artificial gemstone industry has shown a slight lack of stamina,and the income of the tourism has increased year by year.Under the background of the country's promotion of allfor-one tourism and cultural and tourism integration,combined with Wuzhou's conditions in geographical location,historical heritage,traffic conditions and tourism resources,Wuzhou Jewelry Festival as a special festival brand has a new development opportunity.This plan first uses the PEST model to analyze the macro tourism market,then it analyzes the overview of tourism resources in Wuzhou,the development history of the jewelry festival and the current status of tourism,and conducts a SWOT analysis of the brand.Targeting the tourist source market,based on the festival features,policy orientation and cultural precipitation,create innovative brand positioning,building new media transmission matrix.Create an integrated marketing communication plan based on the characteristics of the festival,maximize the utilization of existing tourism resources,industrial resources,and communication resources.Through the integration of communication channels and communication methods,the marketing activities of the Wuzhou Jewelry Festival are divided into pre-festival,during-festival and after-festival.The main purpose of the pre-festival marketing activities is to arouse interest and tell stories.This is based on the fact that Wuzhou is severely restricted by the regional market and aims to reach more potential tourists in the future;the activities during the festival are aimed at different source markets,Create a personalized marketing plan that combines the Wuzhou Jewelry Festival with Wuzhou cultural tourism,allowing tourists to experience "feeling the Pearl of the West River,living a relax life in Lingnan";the purpose of after-festival marketing is to allow tourists to experience and interact with each other to create the memory of Wuzhou and enhance the brand Reputation.