Dalian Wanda Group Co, Ltd: 52 Mayors Of Danzhai

Wanda Group, the Chinese real estate developer, increased tourism to Danzhai in rural China through a social influencer platform initiative.

Campaign details

Advertiser: Dalian Wanda GroupBrand: Dalian Wanda GroupAgency: Ogilvy BeijingCountry: China

Objectives

Danzhai was one of the countless unknown villages hidden in the hills of southern China. Noteworthy only for its dubious distinction as one of the nation's 50 most impoverished areas. The most impoverished of locals earn less than USD47 a year. In 2014, the Wanda Group, China's largest real estate developer, chose Danzhai as the site of a new eco-tourist village, the Danzhai Wanda Village. As part of its push to develop rural areas and thereby help alleviate and eventually...

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