向外賓，該如何宣傳我們的城市？

□ 文/本刊記者 唐綱 蔣正

作為一座正走向世界和迎接世界的城市，重慶該如何向外賓宣傳自己？

這既易又難。易，不就是一個宣傳嗎？小菜一碟。難，我們的宣傳如何能說到外賓們的心坎上，打動他們。

2014年末，在重慶市人民政府外事僑務辦公室和一些市級單位的指導下,重慶舉行了“外眼看重慶”活動，各外國駐重慶及成都（總）領事館官員、歐盟商會負責人等外賓在重慶走了一遭，用他們獨特的“外眼”細細品鑒了一番重慶，親身感受重慶的飛速發(fā)展和與世界的聯(lián)系。在這個過程中，許多單位（包括區(qū)縣）迎接外賓的第一件事就是播放宣傳片，以此讓外賓對這個地區(qū)（區(qū)縣）有個總體的了解。

然而，這些宣傳片多數(shù)都不是專門針對外賓（外商）的，很多內(nèi)容他們其實是看不懂的，看了不知所云。

重慶長江索道，都市景觀新名片。 攝影：王正坤

宣傳片是一個城市形象的集中體現(xiàn)。記者了解到，重慶各區(qū)縣（開發(fā)區(qū)）等，都在努力宣傳自己，展現(xiàn)自己生龍活虎的發(fā)展局面。然而，專門針對外賓的宣傳卻很少。

面對外賓，我們要用他們聽得懂的語言來宣傳。那么，我們該如何來宣傳自己的城市呢？

最近，本刊記者在重慶舉辦的一次大型國際會議中看了成都的城市宣傳片，其給人的感覺是內(nèi)容新穎，視角獨特，有美感，讓人感覺十分親切。因而，我們覺得城市宣傳其實是一門大學問、大課題，遠非“小菜一碟”。

成都的城市宣傳片題目叫《I Love this City》（我愛這座城市）。整個片子僅有3分45秒，一首《I Love this City》的動聽美妙音樂貫穿其中。片子展現(xiàn)了成都富于深厚文化感的寬窄巷子、都江堰、古城墻和世界稀有動物熊貓等。此外，還有火熱的火鍋，有城市的自然之美。特別值得關注的是青年人的朝氣：騎著自行車的青年人蕩漾在臉上的歡笑，讓這座城市的活力都快“溢”出來了。結(jié)尾，片子打出字幕——“a beautiful city”（一座美麗的城市）。

沒有對城市發(fā)展格局的渲染，沒有對城市未來命運的描繪，整個片子展現(xiàn)的就是這座城市青春迸發(fā)的美麗和無處不在的蓬勃朝氣。

這個宣傳片外賓一看就懂，覺得親切，有想近距離接觸的想法。

這就和我們以往看到的談經(jīng)濟、談定位、論城市格局的宣傳大不一樣。

我們常年采訪外賓，感覺到吸引外賓的首要資源往往不是城市的經(jīng)濟格局，而是城市美好的環(huán)境，特別是美好的生活環(huán)境。外資、外企進入一個城市，企業(yè)中的高層管理人員便會來到這個城市，他們最具體的問題是要生活、要休閑、要看病，小孩還要讀書，因而他們最在乎的，是一個城市的生活環(huán)境。

仙女山大草原我們來了 攝影：王正坤

美，是一座城市的核心競爭力。我們在宣傳中要用活、用夠這個“核心”。

外賓、外商都愿意來，外資自然就來了。越有品位的城市，越能吸引富有的外商，帶來的外資就越多。所以，我們在給外賓宣傳時，一定不要就事論事，就經(jīng)濟談經(jīng)濟，就發(fā)展談發(fā)展。我們一定要展現(xiàn)出城市的美，讓他們有留下來的沖動，或者有繼續(xù)了解這座城市的沖動。

實際上，這方面我們已有成功的例子。比如，璧山，這幾年大力塑造城市之美，展現(xiàn)出一個現(xiàn)代城市的特殊魅力。他們這幾年招商很成功，雖然招商局都撤了，外商還是絡繹不絕，“環(huán)境就是最好的招商招牌”。

通常外賓來到重慶，馬不停蹄地參加各種會議，參觀各級各類開發(fā)區(qū)、展覽館，人困馬乏不說，對重慶的印象往往停留在粗淺的“制造業(yè)發(fā)達”“招商政策好”這些層面上。這時，他們的第一印象就非常重要，而這第一印象往往又來自官方對城市的總體宣傳，這就是宣傳片的作用。那么，我們?nèi)绾螢橥赓e“定格”第一印象呢？這其實從一些城市的宣傳語上就可見個大概。

比如，“熊貓故鄉(xiāng)·成都，一座來了就不想離開的城市”“遂寧，讓心靈度假”都很感性；洛陽城市形象定位為“千年帝都，牡丹花城”；杭州宋城景區(qū)定位為“給我一天，還你千年”。

一個主題語不可能包羅萬象，所有寓意以及情感都涵蓋，真正好的主題語是用心和人對話的，而不是盛氣凌人、高高在上，干巴巴地單純吆喝！

我們重慶，不也可以表現(xiàn)出“山水之城，活力之都”嗎？我們可盡顯城市細雨沾濕的青瓦、艷陽照耀的木樓、蓋碗茶泡出的龍門陣、咖啡香伴隨的翻書聲，彰顯出世界文化遺產(chǎn)大足石刻、武隆喀斯特地貌的厚重歷史，但穿插在其中的主導思想應該是重慶山川的激情、水的激情、人的激情和穿越在山川中的輕軌、重慶人的自強不息和宏大氣魄等精神內(nèi)涵。

當然，這只是一種意境，還可以有很多設想。重慶每個區(qū)縣都有自己獨特的魅力，在塑造城市形象時都應該展現(xiàn)出城市之美、人之激情，一定要“用心與人對話”。

總之，在制作宣傳片的過程中，必須找出城市的核心競爭力，并對其進行重點塑造，從而更好地宣傳城市。

The Way to Publicize Chongqing to Foreign Guests

As an open city ,Chongqing opens up to the whole world.How does Chongqing publicize itself to our foreign guests?

It is easy but hard.We all know publicity which means easy.But when it comes to impress our foreign guests,it turns out to be really hard.

At the end of last year,with some other government agencies,Chongqing Foreign and Overseas Chinese Affairs Office had launched a carnival named Chongqing in the Eyes of Foreign Friends.Representatives such as Consulate General of foreign countries in Chongqing and Chengdu,and manager of The European Union Chamber of Commerce in China had attended the carnival.

During the carnival,propagandas of government had shown promo videos to foreign guests.However,those promo videos do not attract our foreign guests.They are neither easy to understand nor impressive.

重慶國泰藝術中心 攝影：王正坤

How to make our publicity be impressive and easy to understand by foreigners?

Recently ,our reporters watched a promo video of Chengdu named I Love This City.In the promo video,a beautiful song ranged till the end.Sights like Wide and Narrow Alley and the Dujiangyan Dam,things like Panda and Hot Pot ,residents like the young people and the men with great energy,they all showed attractions of Chengdu.Though the video,we could clearly come out that Chengdu is a city full of energy.

Without telling the story of economic data and urban planning,the promo video showed Chengdu in a particular way.It was like a fresh breeze blowing into foreigng guests’hearts.So we think that is a excellent promo video .

Our magazine often works with foreigners and we find out that the most important recourse of one city is living surroundings instead of economic landscape.When multinationals come into Chongqing,their staffs and managers follow,they need live a good life in Chongqing,they want nice care when they get ill,they want their children to get better education,they want eat delicious food and relax in the free time.That’s why they value the living surroundings.

When the foreigners are willing to come to Chongqing,investment and corporation are just around the corner.

In fact,we have gained some successes in city publicity.For example,recent years,Bishan District has gotten much investment because their governments showed foreigners that Bishan is a charming city.

Usually,foreign guests in Chongqing are always visiting economic development zone and having meetings,so they only know Chongqing is strong in manufacturing industry.The promo video which the government shows to foreigners is very important because it create first impression.We can start from making strong and short slogans to create nice impression.

Chengdu: Hometown of Panda,once come,never want to leave.

Suining: Keep soul on vocation.

Luoyang: Imperial capital for thousands years,the city of peony.

Songcheng of Hangzhou: One day here,taste thousands years’history.

Above all,we can see brilliant slogans talk to people heart to heart.It does not show everything.It does not make loudly to force people to come.

As for Chongqing,it is both landscape city and the city of vigor.We can show gray tiles being wetted in fine rain.We can show Hanging House taking sunbath.We can show special talk time among Chongqing people when drinking a cup of tea.We can put a cup of coffee and books together to show literary life in Chongqing.We also have Dazu Rock Carvings and Wulong Karst,which show the beautiful culture and long history.The point is that through these objects,we should show the passion of mountains,rivers,and people.We should bring the toughness and heroism which is inside of Chongqing people .

Though,there are so many ways to publicize,every district of Chongqing should hold their own view to show the beautiful of city and people.Let’s try to touch the foreigners by heart.

In short,as making promo video,we should find out our core competitiveness and focus on it.