DDB China Group/Tsinghua University to brand Dujiangyan City as international tourist destination

DDB Guoan in China has been invited to collaborate with the Institute of City Brand Research of Tsinghua University to develop the global marketing and branding strategy for China’s Dujiangyan City.

Located next to the city of Chengdu in western China, Dujiangyan City is well known amongst Chinese tourists for its thousand-year hydraulic project and its scenic spot and birthplace of Chinese Taoism, Qingchengshan Mountain. The local government aims to increase the appeal of Dujiangyan City as a unique international destination, with a clear and vivid brand image worldwide.

The Institute of City Brand Research of Tsinghua University and DDB Guoan will start the creative planning process and development work from the second half of this year. A feasibility report will also be generated from the recent discussion to incorporate all features of Dujangyan into the Global Communications Plan that forms the cornerstone of the entire campaign.

“We are thrilled to collaborate with one of the top institutes in China on this meaningful project. This is a great testament to the team’s tourism experience and branding expertise, which we’ve assembled from China and around the world. It demonstrates the sheer strength of DDB’s global resources, world-class experiences and deep knowledge of city branding and marketing,” said Randy Xiao, Vice President of DDB Guoan.

“DDB China Group’s global campaign ‘Made in China’ launched in 2009/2010 was a proven success as the first ever global brand campaign by the Chinese government that garnered unprecedented attention from both Chinese and international press. Sina.com.cn reported that the campaign successfully raised awareness to uplift China’s image in the world. We are indeed privileged to be part of another historic city branding and development in China,” said Richard Tan, President and CEO of DDB Group North China.

“We are excited to work with DDB Guoan on this project. Their outstanding creative reputation and brand planning capabilities will definitely help develop Dujiangyan city as a successful international brand icon,” added Professor Fan Hong, officer of Institute of City Brand Research of Tsinghua University.

Two other domestic top-level organizations, Cultural Industry Centre of Tsinghua University, and Academy of Arts and Design of Tsinghua University will also participate in this project.

Pictured middle front is mayor Chen of Dujiangyan city. At his right is Prof. Fan of Tsinghua University.