CHINA, JUNE 5, 2013 – DDB Guoan, which is part of DDB China Group, has been invited to work with the Institute of City Brand Research of Tsinghua University to further increase the appeal of Dujiangyan City internationally through crafting a clear and vivid brand image. The Cultural Industry Centre of Tsinghua University and the Academy of Arts and Design of Tsinghua University are also to participate in the project.
Dujiangyan City, which is located next to Chengdu City in the west of China, has achieved local renown for special features such as Qingchengshan Mountain, known as the birthplace of Taoism in China, as well as its hydraulic project that has extended over a thousand years.
The Institute and DDB Guoan are to start the planning process and development work beginning the second half of 2013. All pertinent features of Dujiangyan are to be incorporated into the Global Communications Plan that underpins the whole campaign.
Randy Xiao, Vice President of DDB Guoan, said that they were excited to be working with a top institute in China on this project, and that it was a testament to the tourism expertise of DDB’s international team and also demonstrated the strength of the group’s global resources and branding marketing expertise.
Richard Tan, President and CEO of DDB Group North China, said that DDB China Group’s global campaign ‘Made in China’ had been a proven success, and that they were privileged to be part of efforts to brand and develop another historic city in China.
Professor Fan Hong, an officer of the Institute of City Brand Research of Tsinghua University, said that DDB Guoan’s leading creative reputation and brand planning expertise would definitely contribute to the establishment of Dujiangyan City as a top international brand.
