Ogilvy Hong Kong will collaborate with Ogilvy Beijing, Polanis Financial Consultancy, Beijing Tsinghua University and local town development officials to re-engineer the district’s brand based on its historic, cultural and natural characteristics.
"There was no pitch involved, we gained the business through our years of reputation and networking in China, our experience in doing destination marketing in Guangzhou, and our well developed brand-building practices in the travel and tourism industry," said Royce Yuen, chairman of Ogilvy Hong Kong.
"The new business win is not restricted to physical goods or just a one-off advertising campaign. It’s on a broader scale, to conduct a comprehensive consultation analysis and make suggestions regarding location brand positioning, hardware construction and infrastructure, and promotion strategy."
Changping District, formerly known as Changping County, is a suburb of northwest Beijing. According to the State Council, its main role is "being the base for research and development of advanced technology".
