南北两地各有各的玩法，都获得了"泼天的流量"，引得其他省份文旅部门来"抄作业"。 01 文 | 胡炜 （新京报传媒研究院） 今年，有两个省份在社交媒体平台火出圈，一个是江苏，另外一个则是河北。 当"苏超"用"比赛第一友谊第十四"的旗号放飞自我时，河北也突出重围，用一句存在了6年的广告语，点燃了全民玩梗的热情，哪怕身在天涯海角，仍可 以"这么近那么美，周末到河北"。 城市竞技的全新爆款逻辑 在社交媒体主导注意力的时代，河北与江苏两省凭借各自的传播策略霸榜社交平台，成为2025年文旅领域的"顶流"，其"出圈"揭示了文旅宣传正悄然 从"官方输出"转向"全民共创"。 江苏不仅将"苏超"作为一个体育赛事进行运作，将其打造成一款现象级体育IP，还创新性地将"赛事"与"文旅"融合，使其作为城市互动的载体与传播媒 介，成功引发社会广泛关注。 江苏各个城市巧妙利用赛事平台，"以球为媒"串联起文化、旅游、消费等多个领域，将竞技场变为文化展演舞台。那满载地域文化特色的城市间造梗大 赛，既是一场全民共创的网络狂欢，也成为一次城市形象立体展示的绝好机会。 而河北省文旅宣传口号的"全球玩梗"现象，也堪称是官方策略与民间创意共振的典范。 ...

Core Insights - The slogan "So close, so beautiful, weekend to Hebei" has gained significant attention and visibility, becoming a cultural phenomenon in recent years [1][3] - In 2023, Hebei's tourism industry achieved record-breaking results, receiving 844 million domestic tourists and generating over 1 trillion yuan in revenue [3][4] - The slogan effectively targets the growing middle-class demographic in China, catering to their desire for short, convenient travel options [6][10] Marketing Strategy - The slogan aligns with the trend of "light travel," which emphasizes short trips that do not disrupt the workweek, making it appealing to busy professionals [6][10] - Hebei's marketing strategy focuses on a specific target audience—residents of Beijing and Tianjin—leveraging their proximity to attract visitors [10][11] - The campaign utilized a saturation advertising approach, ensuring high-frequency exposure across various platforms, including high-speed train stations and social media [14][16] Social Media Engagement - Hebei's tourism department actively engages with social media trends, collaborating with popular influencers and utilizing viral marketing techniques to enhance visibility [17][18] - The campaign has led to a significant increase in social media followers and engagement, showcasing the effectiveness of their marketing tactics [18][20] - The slogan has inspired widespread user-generated content (UGC), transforming it into a cultural symbol and encouraging public participation in its promotion [24][29] Lessons for the Industry - The success of the slogan highlights the importance of user-oriented marketing, focusing on the actual needs and preferences of the target audience rather than self-promotion [32][33] - Embracing a relatable and informal tone in marketing communications can enhance connection with younger demographics, making the brand more approachable [33][34] - The phenomenon demonstrates that grassroots engagement and UGC can be more impactful than traditional advertising methods, emphasizing the value of community involvement in brand promotion [33][34]

Core Viewpoint - The article discusses the unique and aggressive marketing strategy employed by Hebei's tourism sector, which has gained significant attention through the catchy slogan "So close, so beautiful, come to Hebei on weekends" and its widespread promotion by locals both online and offline [1][93]. Group 1: Marketing Strategy - Hebei's tourism marketing has become a phenomenon, with locals promoting the slogan globally, creating a sense of urgency and curiosity about the province [6][10]. - The slogan has been adopted in various locations, including high-speed train stations and international settings, showcasing the reach of Hebei's promotional efforts [12][21]. - The campaign has led to a notable increase in tourism metrics, with a 14% rise in flight bookings and a 193% increase in ticket orders compared to the previous year during the Dragon Boat Festival [93]. Group 2: Cultural Impact - The article highlights the cultural pride of Hebei residents, who actively promote their home province, even in foreign countries, creating a sense of community and identity [22][36]. - Hebei's tourism campaign has sparked a broader conversation about regional identity and competition, with other provinces attempting to capitalize on the trend by launching their own slogans [94][96]. - The campaign reflects Hebei's rich historical and cultural background, emphasizing its significance beyond just tourism [92][78]. Group 3: Tourism Attractions - Hebei boasts numerous attractions, including 12 national 5A-level scenic spots, which are often overshadowed by more famous tourist destinations [80][87]. - The province is home to unique cultural landmarks and experiences, such as the "Hogwarts of Hebei" and various replicas of international landmarks, which contribute to its appeal [50][61]. - The article suggests that Hebei's diverse offerings make it a compelling destination for both domestic and international tourists, challenging preconceived notions about the province [92][78].