Consolidate the building of public welfare brands to make sports lottery more grounded and more affinity_General Administration of Sports

This year, Hubei Sports Lottery participated in a number of brand public welfare promotion activities and national fitness activities. The sports lottery elements of the Xianning Marathon and Honghu Marathon grab the spotlight. Volunteers from Hubei Sports Lottery paid tribute to urban beauticians and delivered full positive energy… Since the Three Five-Year Plan, Hubei Sports Lottery has achieved remarkable results in the construction of public welfare and credibility branding. It has improved affinity through large patterns, increased attention on major events, increased credibility by “big men”, and increased influence by large events.

With the support of the Hubei Provincial Sports Bureau, Hubei Sports Lottery, through the public welfare fund project publicity linkage coordination mechanism, has formed a big idea and pattern of a game of chess in the province in terms of publicizing sports lottery charity brands and sports lottery public welfare fund projects. More than 200 social sports venues in Hubei Province are equipped with eye-catching sports lottery promotional signs throughout the year. Many sports events in Hubei are named by the “China Sports Lottery Cup”.

“This is an era of the prevalence of the attention economy. We pay great attention to using major events to enhance brand influence and attention.” said Lei Xuanpei, director of the Hubei Sports Lottery Management Center. Major events and social hot events involving public welfare undertakings, Hubei Sports Lottery They are all responding in the first time, striving to “the competition is not absent, and the public welfare is at the right time.” “For example, the Military Games, Hanma, Wuhan Open, River Crossing Festival, Dragon Boat Race, Shennongjia Ice and Snow Festival, Dabie Mountain Bike Super League, Hubei Sports Lottery is indispensable for large-scale events such as the New Year’s climb, the National Fitness Day and the Douyu Live Festival.

In recent years, Hubei Sports Lottery has hired well-known local comedy artist Lu Ming, Olympic champions Zhao Yunlei, Liu Huixia, and world champions Yin Chengxin, Tian Tao, Wang Zhouyu, Sun Jiajun, Yan Zibei and other sports stars as Hubei Sports Lottery public welfare image ambassadors through shooting marketing videos and image promotion Video and invitations to participate in activities and other methods have further promoted the increase in credibility and reputation.

According to Lei Xuanpei, in addition to national sports lottery brand activities such as the New Great Wall School Aid and Happy Playground, Hubei has continuously innovated forms and enriched content in sports lottery activities. Sports lottery lucky train, Fighting Fish Carnival’Sports Lottery Street’, Douyin Kite Festival, Community Cool Night Party, Sports Lottery Cultural Festival, Charity Sports Lottery Jingchuxing, Hundred Wedding Banquets to Send Blessings, Sports Lottery Car Drift Show and other activities.” Activities and many large-scale promotion activities such as “Lighting Up Healthy Hubei” National Fitness Carnival and “Sports Lottery “Le Xiaoxing” Happy Jingchu Xing” have played a positive role in enhancing the influence of sports lottery brands.

Focusing on the publicity of sports lottery charity funded projects, Hubei sports lottery mainly starts from two aspects: first, the promotion of the project itself is in place, allowing people to know the source of sports lottery while exercising happily; second, relying on the authority of traditional media and the dissemination power of new media , To expand the public welfare image of sports lottery brands. In terms of media promotion, in 2019, we planned and implemented the “Public Sports Lottery Jingchu Xing” tour and the “Sports Lottery Charity Fund by Your Side” media action, formed a media interview group, visited some excellent charity funded projects recommended by cities and prefectures, and successively launched ” The “Sports Lottery Charity Fund Around You” series of reports have achieved good social response. (Reposted from the 07 edition of China Sports Daily on June 4)