优中选优!红荔奖宣传创意类(企业经营品牌)初赛评审会在阳江阳西举行
8月13日,由广东省农业农村厅指导,奖宣经营江阳广东省农业对外经济与农民合作促进中心、传创初赛广东省农业农村短视频制作推广中心主办的企业中国国际农产品品牌建设运营(广东)邀请大赛(红荔奖)(以下简称红荔奖)(详情请戳→)正式启动。历经一个月的品牌评审作品公开征集,大赛组委会累计收到包装设计类、优中意类宣传创意类、选优西举行营销推广类、红荔会阳文化传承类、奖宣经营江阳特色美食类及典型人物类六大赛道九场初赛作品超900份。传创初赛
9月13日-9月17日 ,企业大赛组委会将组织相关领域专家赴粤东、品牌评审粤西、优中意类粤北及珠三角四大片区九个地市及县域对初赛作品进行九场专场评审,选出相应作品进入复赛PK。
9月15日,红荔奖宣传创意类(企业经营品牌)初赛评审会在阳江市阳西县顺利开展。评审团由广州创意产业协会会长李博陶、广东轻工学院设计学院广告系主任李尔尘、广州市包装技术协会设计委秘书长江耀中等专业评委及广东省农业对外经济与农民合作促进中心罗轩、阳西县上洋镇农业综合服务中心农业农村服务部郑健一、 阳西县中等职业技术学校李启忠、阳西县农业农村局相关领导、媒体代表等行业专家组成。评审现场,评审团围绕着创新性、传播度、市场性、互动性等方面对参赛作品进行综合打分。
评审会现场
李博陶表示,农产品的品牌营销要坚持文化立场,通过多种形式的创意为乡村振兴发声。李尔尘建议,农产品品牌在宣传中不仅要关心时代、地域的宏大叙事,同样要从社会情绪洞察出发,软性释出品牌价值,拉近与消费者的距离。
广州创意产业协会会长李博陶
广东轻工学院设计学院广告系主任李尔尘
江耀中对参赛作品中年轻化营销案例表示肯定,并点评道,年轻群体是消费的主力军,融入流行元素的广告语和设计,可以增强农产品的记忆度与出圈效应。郑健一则认为,情感营销可以体现企业对大众的关怀,精神层面上的共鸣可以让品牌释放超出传统地域的影响力。
专家评审团观看作品
阳西县上洋镇农业综合服务中心农业农村服务部部长郑健一
随后,专家评审团赴阳西县程村金质原生态耗业有限公司开展调研,现场了解生蚝养殖、保鲜、加工和销售等环节,并与企业相关负责人进行深入交流探讨,结合企业发展现状,提出意见和建议:一要讲好品牌故事,塑造独特的品牌形象;二要加强拳头产品的设计与包装,提高消费者接受度;三要依托当地优势资源和产业基础,加强“产学研”合作,扩大品牌效应。
企业调研现场
专家评审团现场交流
【记者】李宗林 见习记者 吴柏宁
【来源】南方农村报
(责任编辑:行业动态)
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