GroupM China secures Chengdu Government's global tourism media assignment

Chengdu Municipal Government is GroupM China's first government client. GroupM has worked for Chengdu Government on project basis since 2007, including the annual Chengdu Gourmet Festival and the Chengdu post-earthquake city image campaigns.

“GroupM's media communications strategy, insights and deep understanding of our city, have impressed us greatly in the past and we are confident that they will do a great job for Chengdu,” said He Huazhang, president, publicity department of the CPC Chengdu Municipal Committee.

GroupM's Chengdu office is now charged to handle the global media planning and buying, consulting and evaluation in working alongside the client’s international creative agency Bates 141 and PR agency OgvilyPR.

The agency is currently working on a Chengdu city image campaign to cover Taiwan, Hong Kong, Japan, Korea and America.

Chengdu, the capital of Sichuan province, is described in Chinese as ‘Tianfuzhi guo’, which literally means 'the country of heaven'. Along with being the original home of pandas, other famous tourist attractions in Chengdu including the natural scenery at Jiuzhaigou, its tea culture and spicy Sichuan cuisine.

Last Nov, Mindshare Beijing won the global tourism branding brief from the China National Tourism Administration (CNTA).