摘要
The Pingyao International Photography Festival has reshaped the cultural image of Shanxi through photography by putting an emphasis on its cultural connotation and awareness. This is a prime example of blending traditional culture with cutting-edge marketing theory through modern media of communications. From its beginnings, the organizer of the festival cooperated widely with big-name corporate sponsors. Both the organizer and sponsors made the festival into a publicity platform to raise the cultural awareness of and extend the cultural connotation of their separate brands. In this process, they have combined the advantages of media, traditional and new, to achieve a maximum marketing result. The Pingyao International Photography Festival has raised photographic media to a higher stage and led it to a wider audience. Today the fame of Pingyao, a World Cultural Heritage city, is going out of China and into the world alongside the branding power of the photo festival.
The Pingyao International Photography Festival has reshaped the cultural image of Shanxi through photography by putting an emphasis on its cultural connotation and awareness. This is a prime example of blending traditional culture with cutting-edge marketing theory through modern media of communications. From its beginnings, the organizer of the festival cooperated widely with big-name corporate sponsors. Both the organizer and sponsors made the festival into a publicity platform to raise the cultural awareness of and extend the cultural connotation of their separate brands. In this process, they have combined the advantages of media, traditional and new, to achieve a maximum marketing result. The Pingyao International Photography Festival has raised photographic media to a higher stage and led it to a wider audience. Today the fame of Pingyao, a World Cultural Heritage city, is going out of China and into the world alongside the branding power of the photo festival.
出处
《今日山西》
2004年第9期26-31,共6页
Shanxi Today
