“Shanghai. Let’s Meet.” City Branding Campaign

BRAND STRATEGY

THE CHALLENGE

Host to the world’s largest global events and a ubiquitous skyline, Shanghai is first and foremost known for being the most modern city in China. However, being only associated with modernity can be wrongly perceived as a lack of emotional identity. When this happens, sustained interest in the destination will ultimately fade. So how to promote the city of Shanghai in a way that it resonates with global travelers?

THE SOLUTION

Our solution was to develop a compelling proposition which strongly promotes the emotional identity of Shanghai. As this emotional identity is what will draw the world’s continued and deep interest in the city. An emotion that can be succinctly captured under one brand statement – ‘Shanghai. Let’s Meet’ – an open invitation to discover a place where cultures intersect, perspectives broaden, and new ideas are born.

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