不止被看见，更是被选择！镇江文旅直播闯出城市破圈新路径

Core Insights - The article discusses how cities can enhance their visibility and attractiveness in the context of increasing online cultural and tourism consumption, highlighting the successful case of Zhenjiang's "Slow Enjoy Life, Come to Zhenjiang" live streaming project, which was recognized as an excellent case in the "Hot Event Communication" category for 2024-2025 [1][2] Group 1: Live Streaming Strategy - Zhenjiang's cultural tourism live streaming goes beyond mere scenic display by restructuring resource integration and communication pathways, transitioning from being "seen" to being "chosen" [1][4] - The operation logic of Zhenjiang's live streaming features a dual-account collaboration, with "Zhenjiang Travel" serving as a service platform and "Hi! Zhenjiang" focusing on content dissemination, creating a clear division of labor and mutual traffic flow [4][9] Group 2: Consumer Engagement - The live streaming approach emphasizes "real-time explanation + immediate consumption," allowing viewers to make quick decisions about their travel plans, thus transforming the viewing experience into an immediate purchasing scenario [7][9] - During the Suzhou Super League events, the live streaming team offered exclusive tourism discounts, effectively converting sports traffic into tourism revenue, as evidenced by viewer comments expressing interest in visiting Zhenjiang after the matches [7][9] Group 3: Cultural Promotion - "Hi! Zhenjiang" plays a crucial role in breaking cultural barriers by combining local specialties with products from competing cities, creating engaging content that fosters cultural connections [9][10] - Since the launch of the live streaming initiative on May 19, 2025, the two accounts have conducted nearly 100 live streams, achieving approximately 1.5 million total exposures and nearly 2 million likes, indicating a growing online tourism consumption channel [9][10] Group 4: Future Directions - The recognition as a provincial-level excellent case is seen as a milestone and a new starting point, with plans to optimize live streaming content and product offerings, transitioning from event-driven to regular operations [10]