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To promote Chengdu, Ogilvy developed a global program to connect Chengdu with its most attractive asset: the giant panda.

We brought “pandas to the people” and built a campaign comprised of social media, local activation and the next “Pambassador” competition to share adorable panda content and designed local experiential events to strengthen the local relevance for media and consumers.

The campaign drove a 30.3% increase in international visitors to Chengdu versus China’s national tourism growth of 1.2%. Global media coverage and high social media fan engagement attracted 255,000 worldwide applicants to live and work in Chengdu.