Exploration of the Path of Creating An Urban Cultural IP: A Case Study of “ZUI Xi’an” City Marketing Campaigns

Abstract

As an ancient city with a history and culture of over thousands of years, Xi’an is frequently exposed on various media recently, as the Xi’an government constantly creates new cultural IPs with characteristics of Xi’an, such as Spring Festival in Xi’an, Most Cultural and Traditional, World Xi’an Entrepreneurs Convention, Global Hard & Core Technology Innovation Conference, City of Music, City of Museum, City of Literati, characteristic town, Global Programmers’ Festival, Xi’an International Marathon, and New First-Tier City. Creating new IPs enables Xi’an to continuously improve it ranking among Chinese cities in terms of cultural, commercial and technological charm. The IP-originated city marketing of the “Spring Festival in Xi’an, Most Cultural and Traditional” makes use of one of traditional Chinese festivals-Spring Festival to advertise the charm of Xi’an to overseas, boost China’s cultural confidence, and strengthen the influence of overseas propagation. The author takes IP marketing event as an example and sorts out the marketing model of the new IP of urban culture of Xi’an.