"Chengdu strategy" how to impress Kung Fu Panda?

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One known as the hometown of giant pandas in western China cities, one in the global market at the box office and word of mouth sexy Hollywood movies, a 3 years ago, met, formed by the collision of a chemical reaction to the big screen this summer Sichuan full.

Came back to the "Kung Fu Panda" is not only bring laughter and applause, but also triggered a series of thought: a western city in China, how to "zero cost" Implantation of a large United States? The city's image as a spokesman for Panda, Chengdu, which used the strategy? So important in international marketing era of globalization, "Panda strategy" which created "Chengdu experience"?

"I love you all", up against the lid of the dragon heroes came back to life! Only to vain shirt pants, breath swallowed 40 buns, hate climbing stairs, or even called that catchphrase "God horses are clouds" ... ... Panda "Bao" is still frequently funny, jokes abound.

Recently, the Hollywood animated film "Kung Fu Panda 2" in the Chinese release. According to incomplete statistics, as of June 5, 9 days of release, "Kung Fu Panda 2" box office has exceeded 300 million mark. Hot off also viewing the world: in South Korea, released the first weekend, "Bao" attracted more than 150 million viewers; in the United States, "Bao", your visit to the nation's 3925's 7500 cinema screens, swept away the first weekend, $ 48,000,000 box office revenue.

But this time, not just complacent, "Bao", and the Chengdu Panda hometown - in "Kung Fu Panda 2" in the implantation of Sichuan style, quietly said hello to the world.

A "Sichuan" Hollywood

"Really touched the other side is that the Chinese film market"

Dan dan noodles, Sichuan hot pot, chicken bus (rickshaw), width of the alley, Qingcheng Mountain ... ... In the movie, Dragon heroes "Bao" is full of elements of the Phoenix city to Chengdu Shi fist, witty debut.

"We have added these elements in Chengdu, the film is a kind of sublimation; for all" Kung Fu Panda, "the fans, like adding a special seasoning. Chengdu, Panda and the film has been integrated. Chengdu, truly be called film image of the spokesperson. "DreamWorks Animation CEO Jeffrey American Katzenberg said.

A large United States as a Chinese spokesman for the Western image of the city, sounds incredible. However, participation in promotion of this international "marriage" of the people are concerned, everything is so natural.

The summer of 2008, shortly after the earthquake, "Kung Fu Panda" in the global hit. Some media said, in the core creative team, only two people have seen real Panda, "Bao is a web search out!"

Chengdu is the hometown of giant pandas, if they can have influence in a sequel to Hollywood blockbuster elements implanted in Chengdu, will enhance the image of the city of Chengdu - Liu Ge capture this information.

Enhance the image of the city of Chengdu as a member of the Coordinating Group, Liu Ge began to write a letter to the United States DreamWorks Animation, DreamWorks Animation in a letter to distributor Paramount Pictures in China, inviting creative team to Chengdu , close contact with pandas.

DreamWorks quick response. October 21, 2008, Katzenberg's creative team with more than 20 people to Chengdu, "Roots" to visit the Giant Panda Base, Jinsha, Qingcheng Mountain, Dujiangyan and the width of the alley, foreigners were on the "hometown of panda" love at first sight. Directed by Jennifer Nelson's words, imagine, if not that visit, "Kung Fu Panda 2" what will eventually become a "large part of the film plot is going to add in Chengdu, We need to tell the world these authentic audience. "She still remembers the first time I held only a few months old giant panda cub, the kind of happy touch.

The "love at first sight," expected. Paramount Pictures marketing director, Chen Zhe, the Chinese explained the cooperation of both sides: for DreamWorks Animation, Chengdu offers inspiration and basis for, "Chengdu is the most natural choice." Liu Ge in view, the real touch each other, is China's film market.

The only unexpected aspect of Chengdu, the DreamWorks animation is inspected at their own expense. Ge Liu recalled that the first time they come to Chengdu, rented a bus reception, all spent with only 6,000 yuan. This is the Chengdu elements of the "implants" cost.

In mid-April this year, DreamWorks Animation held a news conference, a number of early viewing of the trade is amazed endless, Singapore's senior director of media group TV Zhengliang Xiong is one of them. In his view, Chengdu, landscapes, customs and characteristics of the growth is the Panda, adding these elements, makes video more interesting; Chengdu use of "Kung Fu Panda 2" is also very clever marketing for the city. "DreamWorks Animation and Chengdu are" Kung Fu Panda 2 "winner."

An international marketing "trump card"

"Panda is a vivid symbol of international traffic, easy access to most people's approval"

"Kung Fu Panda 2" is the natural choice of Chengdu - the result has 96 giant pandas and pandas home of the city known around the world, has the panda as a trump card in international marketing.

March 27, 2010, the giant panda at the Chengdu Panda Base Meilan, led more than 30 cities in China with lights 1 hour, methylene blue as the "Earth Hour" Global Promotion Ambassador; Two months later, "Chengdu global recruitment Panda guardian to make plans "to provide care to the world the opportunity panda 1 month, setting off a burst of panda fever, 52 countries and regions to apply more than 6 million people in the U.S. media even said that this was the year the world's coolest, the most good job.

January 2011, Chengdu city image CNN prime-time debut film, a charmingly naive panda tour with the hot pot restaurants, markets and even a small alley, to show the world Chuanshu style.

Well-known international presenter won Emmy text Nigel Palma also do free publicity for Chengdu: "more than 90 pandas living in the panda base; each on the hood of the taxi were sprayed with the pattern of the giant panda ; lovely children wearing a panda hat shape two years ago ... ... just from the re-emergence of the shadow of the earthquake in Chengdu, by the way it touched me. "his documentary" Kingdom of Marvin Panda Adventure " FIVE in the UK the main NBC channel premiere, and sold more than 100 countries around the world and regional television stations.

Coordination group to enhance image of the city of Chengdu segment of Wu Xi "Panda strategy" has a clear thinking and positioning: "Panda not only China but also in Chengdu, is a vivid symbol of international traffic, easy access to most people's recognition." Chengdu is doing job is to tell the world, "the nationality of the panda is China, the hometown of giant pandas in Chengdu."

A group of city image of the "Trader"

"Do meet the theme of communication, choose the best platform, pay attention to the most efficient investment"

Speaking of "Panda strategy", without mentioning such a group of low-key "Trader" - to enhance coordination group image of the city of Chengdu.

As a team leader, Xie Wen's office some simple: desk, placed a blanket on the sofa and filing cabinets. The corner was the two cardboard boxes, "most of the project planning program" and two boxes stacked together, a 1 meter tall.

In the "retreat" propaganda work, the coordination group to enhance the image of the city of Chengdu to develop a "practical" work mechanism: for each event, be sure to list specific planning programs; activities, impact assessment and project must be selected. This mechanism has become the Chengdu Municipal Party Committee Propaganda Department of the innovative work of the typical case. Star corridor project selection last year, posting a notice, "Panda guard so that the" activities were rated as "star."

The team is very mixed. Members of the press and from Chengdu, PR companies, is divided into different groups: the national media groups, radio and television media groups, print media groups, foreign media group, new media group, a special project team ... ... they not only know how news media, image marketing law, is knowledgeable and experts in some areas to keep the media and the public to provide professional information services. For example, the state media group is expert in urban and rural areas, and new media group to play live to eat and drink in Chengdu map.

With the Chengdu Municipal Committee, Publicity Department of any chapter of the words to sum up, called "professional docking": "Professional docking to rely on wisdom, not by money."

"Professional butt" behind any chapter of another eight words: "Fine implantation, effective communication." He clearly recognized that, Chengdu can not afford a lot of money, the municipal propaganda department can not operate an enterprise, not a large-scale advertising in the media.

"Effective" is the most important city of Chengdu marketing metrics. Deputy Minister of the Chengdu Municipal Party Committee Propaganda Yan Xiong understanding is: "It must be done to meet the theme of communication, choose the best platform, pay attention to the most efficient investment."

"Kung Fu Panda 2" is a low-cost "Fine implants" - This Hollywood blockbuster has won the box office at the same time in the world, will be in Chengdu, "Van child" blow off overseas. With globalization, international marketing films to the city, Chengdu, "Kung Fu", a clever.

End of the film, "Bao," the biological father of a Castle in the pavilion. This suspense left again for a sequel.

Chengdu Panda story, wonderful adjourned.