Chengdu, China: promoting a destination

What?

  • Promote first anniversary of BA’s direct route to Chengdu China
  • Generate interest in Chengdu as a ‘must-go’ tourist destination

How?

  • Combine a press trip to the destination with a celebrity that would generate huge media interest in China
  • Secured Bonnie Wright (Ginny Weasley, Harry Potter) and high profile national UK journalists for a 5-day trip to Chengdu
  • Focus on the USP of Chengdu: the Panda sanctuary

Results

  • In-depth UK features in Mail on Sunday; The Independent; The People; and widespread coverage in China: national, media, TV and press
  • Extensive social media coverage via Ginny Weasley, Bonnie Wright and Harry Potter social channels

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