municipal government · Shanghai
building a global city brand
Created one clear international proposition connecting Shanghai's tourism, culture, trade and investment stories across audiences and markets.
how do we give shanghai one clear identity the world can understand — across tourism, culture, trade and investment?
shanghai was expanding its international ambitions, but its story was fragmented across different institutions, audiences and initiatives. the challenge was to define a single global proposition that could express what made the city distinctive and travel consistently across markets.
what we designed
the global city brand platform “shanghai, let’s meet” — positioning shanghai as an open, international city where people, cultures and ideas come together. we developed the city proposition and brand platform, then translated it into a system that could be used across different audiences and communications.
impact
launched the platform internationally at the milan world expo, helping kick-start its global rollout. “shanghai, let’s meet” has remained in use across shanghai communications since 2015, giving the city a consistent long-term platform for international promotion.
how we built the view
80 in-depth consumer interviews in china and overseas · 1,000-consumer quantitative study · interviews with shanghai experts across architecture, culture and other city dimensions · international city-brand benchmarking · perception and positioning analysis
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