It’s four hours’ drive from Hangzhou to Chun’an. Along the way, the scenery of the city is gradually faded, and replaced by a landscape of Qiandao Lake. Motorcycle riding, an outdoor sport that has not yet been popularized in China, is like a pearl hidden in the green mountains and rivers waiting for people to discover its light.As Hangzhou is about to host the 19th Asian Games, the Sports Zhejiang and Picturesque Zhejiang will usher the best propaganda window period. On this occasion, a short video program called “Focus on Zhejiang” was launched, which takes the BMW motorcycle riding as the line to open up the style of Zhejiang in the past 40 years of reform and opening up. On the afternoon of the 17th, the Launching Ceremony of Focus on Zhejiang · Global Promotion and the First Station of Chun’an opened in Qiandao Lake. Nearly 100 guests at the scene witnessed the launch of the global promotion of “Focus on Zhejiang”.
The Scene of the Launching Ceremony
Huang Haifeng, secretary of the Chun’an County CPC Committee, Guo Qing, member of the editorial Committee of the Zhejiang Daily Press Group, Dong Jie, secretary general of the Zhejiang Tourism Association, and Zhang Chuanqiang, subprefect of the Chun’an County People’s Government, opened the curtain for the event.
As one of the organizers, Zhang Chuanqiang, subprefect of the Chun’an County People’s Government, delivered the opening speech. He said, “Chu’an has become the division of the 2022 Asian Games in Hangzhou. The column group of “Focus on Zhejiang” regards Chun’an as its first stop, which is a perfect combination and union of sports and tourism, sports and beautiful scenery. The natural scenery, characteristic folk customs and traditional food of Qiandao Lake will be displayed in the documentary.
Zhang Chuanqiang, subprefect of the Chun’an County People’s Government
Guo Qing, member of the editorial Committee of the Zhejiang Daily Press Group, interprets the birth background and innovative significance of “Focus on Zhejiang”, the super sports IP, for the audience. He believes that “Focus on Zhejiang” is a cultural sports tourism IP that has the theme and focuses on the story telling. It is also the application of “news and service” strategy advocated by Zhejiang Daily Press Group in news practice in recent years. “The essence of News is service. As an original video column that combines the international fashion trend with the main melody, “Focus on Zhejiang” takes the major social hot spot as the breakthrough point, the video as the means, the display and the service as the appeal,to attract and gather users through the interactive communication. We hope and have the confidence to make it a popular product of the new media age.” He said that “Focus on Zhejiang” is to use the media power to tell stories about Zhejiang and spread the influence of Zhejiang, and use sports and tourism as the carriers for cross-cultural exchanges.
Ekrem Sak, director of the Chinese district of the motorcycle of BMW (China) Auto Trade Co., Ltd., thinks that China is very suitable for riding. The Yangtze River Delta in Zhejiang including the Chun’an Qiandao Lake, are also the sacred places for countless riders to indulge in the mountains and rivers. He said: “through “Focus on Zhejiang”, we hope that more people will feel the brand charm of “Make Life a Ride” unique to BMW Motorcycle. At the same time, It will attract more people to join the ranks of the BMW motorcyclists and feel the positive, optimistic, free and confident life attitude.
Ekrem Sak, director of the Chinese district of the motorcycle of BMW (China) Auto Trade Co., Ltd.
As one of the sponsors of the program, Wen Congping, project director of “Focus on Zhejiang”, lifted the mysterious veil of the show. He said that the short video program created by the “strongest brain” of the Zhejiang Press Group’s multiple product lines brings together the top video production team of the Zhejiang Press Group, which is creative and challenging. The program takes the BMW motorcycle riding as the line and takes the national sports, tourism characteristics and cultural traditions as the point. The first season lasts a year, connecting about 1000 villages and 100 counties in Zhejiang Province to combine the international fashion trend with the main theme of propaganda. All aspects truly show the Zhejiang in the process of rural rejuvenation and the earth-shaking changes that have taken place in Zhejiang over the past 40 years of reform and opening up. It encourages the people of the whole province to hold the great banner of Xi Jinping’s socialist thought with Chinese characteristics in the new era high, uphold the spirit of Zhejiang, do things in practice, walk in the forefront, stand at the head of the tide bravely in order to let the world understand the Sports Zhejiang and the Picturesque Zhejiang.
In the round table forum, Wen Congping, project director of “Focus on Zhejiang”, Wang Hongjiang, regional director of the Political Tourism Business Department of Sina, Chatal, founder and editor-in-chief of City Traveler and Shen Linwei, general manager of Hangzhou Qiandao Lake Xintiandi Cultural Development Co., Ltd., discussed the development potential and space of “sports and tourism”. Wang Hongjiang holds that the prospects for the development of sports and tourism are limitless. In the future, tourism will be fully integrated with culture, education, science and technology, and sports to bring more content to tourists. Chatal also said she saw the fast development of sports tourism in the past ten years. Shen Linwei believes that ecotourism, agricultural tourism and sports tourism are the main directions of the future development and also bring vitality to the industrial development. Enterprises can cooperate with more units to seek innovation.
It is worth mentioning that the opening ceremony for the first time exposed the contents of Chun’an Station of the first episode of “Focus on Zhejiang”. In just a few minutes, the audience experienced the people’s livelihood of Chun’an and the miracle and shock of mountains, rivers and villages through the perspective of cyclists. The audience in the field is still in the mood, and have more expectations for the follow-up content.
It is understood that this activity is directed by Sport Bureau of Zhejiang Province and Tourism Bureau of Zhejiang Province, organized by Zhejiang Daily Press Group, Chun’an County People’s Government, co-hosted by Zhejiang Online, Zhejiang Video, Qianjiang Evening News, Media Dream Factory, Hangzhou Xintiandi Cultural Tourism Group,Wenyuan Lion City Scenic area, and jointly sponsored by Yintai Department Store, BMW Motorcycle China, Sina, City Traveler and Hangzhou Junyue.
Company Name: Media DreamWorks Co., Ltd.
Contact Person: Shang Ruofei
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