It is rumored that Kaohsiung City recently intends to invite veteran female star Lin Qingxia as tourist ambassador. Celebrities’ ability to bring goods has always been valued. In recent years, with the development of various channels such as the Internet, celebrity endorsements have gradually become increasingly fierce, and inviting celebrities as spokespersons to travel destinations has also become a trend. From Huang Xuan , Yi Yang Qianxi , Haiqing , Liu Ye to Huang Xiaoming , Rene Liu have served as image spokespersons or travel ambassadors for various destinations.
So what is the focus of travel destinations when choosing a travel ambassador or image spokesperson? Image, popularity, traffic or personality, hobbies? An industry insider said that for travel destinations, image spokespersons are an image marketing strategy. Image spokespersons not only have the role of advertising, but also are the embodiment of the destination. Whether the celebrity's own image is in line with the image of the tourist destination and whether it can achieve tourist transformation through multi-level communication means has become a question that both sides need to consider. Of course, the primary starting point is still to gain popularity - that is, to enable everyone to remember, know their destination and arouse interest through the star effect.
has a good image: I have to admire the people in the tourism industry for their unique vision, and the celebrity travel spokesperson they chose is basically not very humane. After becoming ambassadors, celebrities such as Huang Xuan and Yi Yang Qianxi continued to soar, and in the words of industry insiders, they "make money". Perhaps, a person who truly loves travel, whether he is a celebrity or an ordinary person, lives are mostly positive and sunny.
talks about fate: is different from other commercial endorsements. The endorsement of tourism destinations sometimes talks about fate. It is not the one who is popular whoever is popular. Try to have some relationship with the destination. For example, Singapore is the hometown of Stefanie Sun, Israel is Liu Ye's "relative". The funny thing is that Huang Xiaoming serves as the global tourism ambassador of South Australia. Its originates from the fact that South Australia and Shandong Province have become friendly states for more than 30 years, and Qingdao and the capital city of Adelaide are sister cities, so Huang Xiaoming, who is born and raised in Qingdao, is invited to go around far enough!
talks about the price: celebrity endorsement is expensive, but according to industry insiders, the price will be more friendly when cooperation in tourism destinations is different from ordinary commercial endorsement, because generally speaking, the destination is also liked by celebrities themselves, and the endorsement destination has also improved its image, and some even participate in friendship.
Switzerland and Huang Xuan
Image source/Swiss Tourism Bureau
When Switzerland announced that Huang Xuan was the spokesperson for Switzerland's tourism image, many fans put Switzerland on their wish list. In fact, Huang Xuan’s fate with Switzerland came from the filming of "Dear Translator" in 2015. The crew took a live show in Switzerland and received strong support from the Swiss National Tourism Administration. Afterwards, Huang Xuan also traveled to Switzerland backpacking by himself. undoubtedly, for him, Switzerland itself is his favorite tourist destination; for Switzerland, Huang Xuan is young, likes to explore, and is international, which is also in line with the destination positioning. It can be said that the two sides hit it off.
The Netherlands and Haiqing
Image source/
Dutch Tourism Bureau
Although the current traffic stars are "in the way", the Dutch National Tourism Conference Promotion Bureau announced that Hai Qing serves as the "National Wife" of the "Dutch Tourism China Ambassador", which seems a bit "anti-trend". However, according to Yang Yu, director of Asia and chief representative of China, the theme of Dutch tourism is "Traveling with children and choosing the Netherlands first", parent-child travel is the top priority for efforts. Haiqing mainly pays attention to her affinity and influence. She has many audiences in the mother group, which can help parent-child travel. Yes, data from multiple sources show that women are increasingly dominant in outbound travel - women aged 18-34 play multiple roles such as daughter, wife, mother and other roles in the family, making them important decision makers in family travel consumption.
Denmark and Yi Yang Qianxi
Image source/Weibo screenshot
Yi Yang Qianxi was in Odense, Andersen's hometown of Odense when he was 17 years old. He received the certificate of Denmark's tourism image spokesperson from the mayor and the director of the Denmark National Tourism Administration, and became the first tourism spokesperson in Denmark's history. It was so popular. At that time, Yi Yang Qianxi posted on Weibo, saying, "I am honored to be the spokesperson for Danish travel image and I am very happy to receive fairy tale books from the fairy tale kingdom." The Weibo post had more than 100,000 comments and more than 1.1 million reposts.
Israel and Liu Ye
Image source/Weibo screenshot
In a blink of an eye, it has been 5 years since Liu Ye served as Israel's "tourism ambassador". At that time, he was personally received by the Israeli Tourism Minister, was awarded a certificate of tourism ambassador, and posted a trip to Israel on Weibo, leaving as many as 20,000 messages. As the cute "President of Huohua Society" and "Purchasing Jilin Local Specialties", Liu Ye seems to have nothing to do with Israel. How could he become a tourism ambassador? It turns out that Israel can be regarded as Liu Ye’s mother-in-law’s home. Because his French wife Anna is a Jewish man, the famous Israeli drama "Jewish City" was brought to the Chinese stage last year, starring Liu Ye's wife Anna. This relationship is profound!
Singapore and Stefanie Sun
Picture source/Singapore Tourism Bureau
Stefanie Sun has become the travel spokesperson for Singapore many times - without any suspense, the Asian queen of the Asians will of course be the endorsement for her hometown. Stefanie Sun was born in Singapore. She has a lively personality and a very popular person. She has rarely had negative news for many years since her debut, so she will naturally be favored by Singapore's tourism institutions. You should know that Singapore's tourism industry accounts for more than 3% of GDP, which is one of the main sources of Singapore's foreign exchange, and of course it needs a heavyweight spokesperson.
Hong Kong and Wang Jiaer
Image source/Photo provided by Hong Kong Tourism Board
Jackie Chan I served as Hong Kong tourism ambassador many years ago, but now the Hong Kong tourism promotion official has chosen the youngerWang Jiaer, hoping to rely on his familiarity with Hong Kong's authentic culture, fashion and food, to attract young tourists to follow the footsteps of the locals and unlock new authentic ways to play in Hong Kong.
Wuzhen and Rene Liu
Image source/Weibo screenshot
The recent popular Wuzhen did not choose traffic stars, but instead invited Rene Liu to serve as the image spokesperson. On the one hand, Rene Liu's literary and artistic temperament is very consistent with Wuzhen, and on the other hand, it is also because of the relationship between the two parties - she filmed the TV series "Like the Years" here more than ten years ago, and as early as 2007, she served as the image spokesperson of Wuzhen, and she is an old friend.
Beijing News reporter Qu Tingyi Proofreading Li Ming Picture source Weibo screenshot, Swiss Tourism Bureau, Netherlands Tourism Bureau, Singapore Tourism Bureau, and Hong Kong Tourism Bureau
