大奖揭榜!红荔奖总决赛营销推广类评选结果出炉
9月28日,中国国际农产品品牌建设运营(广东)邀请大赛(红荔奖)总决赛营销推广类赛道评选结果出炉,营销获得红荔奖的推广作品是首届中国年鱼博览会,获得一等奖的类评炉作品是温氏食品727(吃啊吃)营销节,获得二等奖的选结作品是荔枝花旦品牌线上线下国际营销推广、一桌菜撬动千亿海鲈产业——2022珠海斗门白蕉海鲈营销推广活动,果出获得三等奖的大奖作品是2022潮州橄榄文化周活动、遂溪乌塘“仙品荔”品牌营销活动和“我在视频号卖荔枝”营销活动。揭榜奖总决赛
现场评审以“线下竞演+专家问答”方式进行,红荔抽签得到竞演顺序后,营销每人共有15分钟展示时间,推广其中8分钟为作品展示演讲,类评炉剩余7分钟为专家问答评审,选结经商议过后确定最终名单。
红荔奖总决赛营销推广类赛道专家评审现场
营销推广类赛道评审团由中国农业大学原校长柯炳生、华南理工大学市场营销系主任陈明、广东南方农村报经营有限公司总经理张璐、盒马广佛公共事务部负责人黄洁、广州创意产业协会会长李博陶等5位专家组成。
斩获红荔奖的首届中国年鱼博览会,打造了全国首个以“年鱼”为主题的博览会。会上超过200家中国水产企业齐聚,涵盖海鲈鱼、金鲳鱼、鲟鳇鱼、三花五罗等全国鱼类,带动了线上线下用户一同参与其中。据相关负责人介绍,博览会采取了“会+展+鉴+赛+联”的方式,成立了中国年鱼联盟,并揭牌了中国年鱼交易中心,希望能够做大做强“年鱼经济”。另外,博览会还创新性地采用了“网络节+云展会”营销模式,建设了中国年鱼线上交易平台,并打造了365天永不落幕的数字展馆。
斗门区农业农村局渔业股负责人王巨峰介绍首届中国年鱼博览会
温氏食品727(吃啊吃)营销节是第一个为农牧食品行业打造的美食节,其通过现代化品牌营销推广手段,为农牧食品产品的推广营销提供平台,实现了品牌兴农。荔枝花旦品牌线上线下国际营销推广则在多个国家和地区开展线上活动预热、线下现场品鉴和体验等活动,助力广东荔枝的销售。一桌菜撬动千亿海鲈产业——2022珠海斗门白蕉海鲈营销推广活动则在2022年中国农民丰收节主会场举办,将“中国海鲈之乡”斗门的白蕉海鲈烹出新花样,让白蕉海鲈一举成名天下知。
广州创意产业协会会长李博陶进行点评
赛后回顾时,评审专家李博陶对“首届中国年鱼博览会”印象深刻。“这个参赛作品给广东水产品打造了一个新的品牌概念。”李博陶指出,就像广式月饼一样,“年鱼”抓住了节庆文化、节庆经济的营销模式,对培育区域公用品牌而言是一种很好的手段,“而且整个博览会的活动体系很完整,细节也很丰富”。此外,他认为几个荔枝品牌营销推广作品也很有特点。“通过这次评审,有幸看到了广东丰富的荔枝品牌,以及在推广广东荔枝这个区域公用品牌上的多元化方式,这些创新探索有力推动了广东荔枝走向全球。”
【见习记者】张璠
【摄影】谭家富 李睦宇
【来源】南方农村报
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