Chengdu Municipal Authority: Pambassador
Advertiser: Chengdu Municipal AuthorityAgency: OgilvyPRChannels: PR
Summary
'Pambassador' was one of the first examples of China's realisation that 'soft power' could be a more effective communication strategy on the world stage than messages of economic might. The 'soft power' approach also proved highly effective at delivering outstanding growth results that will have a major impact on the economic future of Chengdu, a city in western China.
Chengdu, capital of Sichuan province, was virtually unknown outside China in 2009, threatening the city's long-term economic development due to lack of foreign direct...