向外宾，该如何宣传我们的城市？

□ 文/本刊记者 唐纲 蒋正

作为一座正走向世界和迎接世界的城市，重庆该如何向外宾宣传自己？

这既易又难。易，不就是一个宣传吗？小菜一碟。难，我们的宣传如何能说到外宾们的心坎上，打动他们。

2014年末，在重庆市人民政府外事侨务办公室和一些市级单位的指导下,重庆举行了“外眼看重庆”活动，各外国驻重庆及成都（总）领事馆官员、欧盟商会负责人等外宾在重庆走了一遭，用他们独特的“外眼”细细品鉴了一番重庆，亲身感受重庆的飞速发展和与世界的联系。在这个过程中，许多单位（包括区县）迎接外宾的第一件事就是播放宣传片，以此让外宾对这个地区（区县）有个总体的了解。

然而，这些宣传片多数都不是专门针对外宾（外商）的，很多内容他们其实是看不懂的，看了不知所云。

重庆长江索道，都市景观新名片。 摄影：王正坤

宣传片是一个城市形象的集中体现。记者了解到，重庆各区县（开发区）等，都在努力宣传自己，展现自己生龙活虎的发展局面。然而，专门针对外宾的宣传却很少。

面对外宾，我们要用他们听得懂的语言来宣传。那么，我们该如何来宣传自己的城市呢？

最近，本刊记者在重庆举办的一次大型国际会议中看了成都的城市宣传片，其给人的感觉是内容新颖，视角独特，有美感，让人感觉十分亲切。因而，我们觉得城市宣传其实是一门大学问、大课题，远非“小菜一碟”。

成都的城市宣传片题目叫《I Love this City》（我爱这座城市）。整个片子仅有3分45秒，一首《I Love this City》的动听美妙音乐贯穿其中。片子展现了成都富于深厚文化感的宽窄巷子、都江堰、古城墙和世界稀有动物熊猫等。此外，还有火热的火锅，有城市的自然之美。特别值得关注的是青年人的朝气：骑着自行车的青年人荡漾在脸上的欢笑，让这座城市的活力都快“溢”出来了。结尾，片子打出字幕——“a beautiful city”（一座美丽的城市）。

没有对城市发展格局的渲染，没有对城市未来命运的描绘，整个片子展现的就是这座城市青春迸发的美丽和无处不在的蓬勃朝气。

这个宣传片外宾一看就懂，觉得亲切，有想近距离接触的想法。

这就和我们以往看到的谈经济、谈定位、论城市格局的宣传大不一样。

我们常年采访外宾，感觉到吸引外宾的首要资源往往不是城市的经济格局，而是城市美好的环境，特别是美好的生活环境。外资、外企进入一个城市，企业中的高层管理人员便会来到这个城市，他们最具体的问题是要生活、要休闲、要看病，小孩还要读书，因而他们最在乎的，是一个城市的生活环境。

仙女山大草原我们来了 摄影：王正坤

美，是一座城市的核心竞争力。我们在宣传中要用活、用够这个“核心”。

外宾、外商都愿意来，外资自然就来了。越有品位的城市，越能吸引富有的外商，带来的外资就越多。所以，我们在给外宾宣传时，一定不要就事论事，就经济谈经济，就发展谈发展。我们一定要展现出城市的美，让他们有留下来的冲动，或者有继续了解这座城市的冲动。

实际上，这方面我们已有成功的例子。比如，璧山，这几年大力塑造城市之美，展现出一个现代城市的特殊魅力。他们这几年招商很成功，虽然招商局都撤了，外商还是络绎不绝，“环境就是最好的招商招牌”。

通常外宾来到重庆，马不停蹄地参加各种会议，参观各级各类开发区、展览馆，人困马乏不说，对重庆的印象往往停留在粗浅的“制造业发达”“招商政策好”这些层面上。这时，他们的第一印象就非常重要，而这第一印象往往又来自官方对城市的总体宣传，这就是宣传片的作用。那么，我们如何为外宾“定格”第一印象呢？这其实从一些城市的宣传语上就可见个大概。

比如，“熊猫故乡·成都，一座来了就不想离开的城市”“遂宁，让心灵度假”都很感性；洛阳城市形象定位为“千年帝都，牡丹花城”；杭州宋城景区定位为“给我一天，还你千年”。

一个主题语不可能包罗万象，所有寓意以及情感都涵盖，真正好的主题语是用心和人对话的，而不是盛气凌人、高高在上，干巴巴地单纯吆喝！

我们重庆，不也可以表现出“山水之城，活力之都”吗？我们可尽显城市细雨沾湿的青瓦、艳阳照耀的木楼、盖碗茶泡出的龙门阵、咖啡香伴随的翻书声，彰显出世界文化遗产大足石刻、武隆喀斯特地貌的厚重历史，但穿插在其中的主导思想应该是重庆山川的激情、水的激情、人的激情和穿越在山川中的轻轨、重庆人的自强不息和宏大气魄等精神内涵。

当然，这只是一种意境，还可以有很多设想。重庆每个区县都有自己独特的魅力，在塑造城市形象时都应该展现出城市之美、人之激情，一定要“用心与人对话”。

总之，在制作宣传片的过程中，必须找出城市的核心竞争力，并对其进行重点塑造，从而更好地宣传城市。

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.

重庆国泰艺术中心 摄影：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.