ABOUT

The Challenge
To generate widespread media coverage in order to raise the profile of Chengdu Panda Conservation Base and position them as the world leader in Giant Panda Conservation. Secondly, to promote the city of Chengdu as a dynamic tourist destination, effectively putting Chengdu ‘on the map’.
Think Bigger to be Better
The Panda Awareness Week campaign was created by Ogilvy PR to gain widespread media coverage through providing media with unique talking points and engaging content. The campaign was multi platform and served traditional and new media outlets (to include social) and consumers.