• Chengdu: Pambassador


Creating a global competition for panda conservation

Renowned for its spicy cuisine, leisurely lifestyle, and loveable pandas, Chengdu is the capital of Sichuan Province in western China and China’s fourth largest city. In order to promote awareness of Chengdu as an international tourist destination, we developed a global program to connect Chengdu with its most attractive asset: the giant panda.

Building on the Pambassador program, we strengthened creative PR tools to socialize the campaign and generate global influence. We leveraged social platforms to share adorable panda content and designed local experiential events to strengthen the local relevance for media and consumers.

In addition, the Pambassador competition connected with the world via Facebook, offering winning participants the once-in-a-lifetime opportunity to travel to Chengdu to become a guest panda keeper and ambassador of panda conservation.

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 little-known Chengdu – over seven times the number attracted by Queensland Tourism’s “Best Job in the World” campaign to live on a reef of stunning tropical islands!