中文摘要：

20年前,刚刚创刊的中国海洋石油报发起了一场海洋意识启蒙活动,＂蓝色国土＂概念自那时起为国人所接受。在这一活动中,中国海洋石油报突破企业报局限,宣传海洋文化,充分发挥文化建设功能;通过征文等形式多样的活动,推动新闻宣传文化一体化发展;通过不同媒体的联动,实现多种传播符号的优势互补;紧紧抓住文化启蒙关键点,进行广泛发动,增强社会公众的海洋意识。此次活动历时5年,对中国海洋石油总公司品牌形象塑造起到了很大的促进作用,同时也在企业媒体促进社会公众意识普及等方面进行了有益探索。

英文摘要：

20 years ago, China Offshore Oil Press, that was just founded, launched an ocean consciousness enlightenment activity and the ＂blue territory＂ concept had been received by the people since then. In the process of the activity, China Offshore Oil Press broke through the limitation of corporate newspaper to cultivate ocean consciousness and give full play to the function of cultural construction, promoted the development of news propaganda and cultural integration by essays collection and other activities, realized the complementary advantages of various communication symbol through the linkage of different media, mobilized widely and enhanced public awareness of the ocean seizing the key point of cultural enlightenment. This activity lasted five years and played a great role in building of the image of CNOOC. At the same time, the activity had explored beneficially in how industry media to promot population of public awareness.