AME: Bates planning head on rebuilding Chengdu City post earthquake

Jia will present the details of their award-winning campaign and its knock-on effect on the Sichuan capital, after lunch on day two of this year's AME Festival taking place on 24 & 25 March in Shanghai, .

Chengdu is a hot bed for foreign direct investment and a key business hub. The devastating Sichuan eathquake of 2008 left the city in a confidence crisis and with massive economic losses.

Bates 141 was tasked with developing a campaign to reverse the damage and restore the city's reputation as a business centre. The resulting campaign, targeted at Chinese residents and the investment community, was based on the caring, selfless and resilient spirit of the Chengdu residents post earthquake and its vital role in the city's chance at bouncing back.

The results were spectacular. The city rebuilt its reputation, which led to investments and growth in key sectors including real estate and tourism, and despite the global recession, Chengdu's GDP saw healthy growth in 2009.

The AMEs is now in its eighth year and hailed as the region’s premier recognition of excellence in marketing effectiveness. A highly influential list of leading industry executives, brand pioneers and globally acclaimed marketing experts will take part in an unparalleled programme of challenging keynotes, dynamic panel discussions and informative breakout sessions. The AME Festival is Asia’s premier forum to discuss, debate and celebrate results driven marketing and innovation.