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China to launch overseas ad campaign
by David Tiltman and Anita Davis
16-Jul-09, 12:01
BEIJING - The Chinese Government is to launch an international advertising campaign this summer to reassure consumers of the quality of Chinese-made goods.
The authorities have decided to stick with the campaign despite the recent violence that has erupted in the country.
The lead agency on the account is DDB, with the campaign being developed out of its Beijing office. However, other Omnicom Group agencies and executives are thought to be involved. The Ministry of Commerce has been planning the campaign since last year, though sources claim that the tainted milk scandal led to the entire project being put on hold.
According to insiders, the creative concept is still a work in progress, though the client has bought media space to commence in about six weeks. It is believed that international channels, such as CNN, will be central to the campaign.
The goal is to build the Chinese brand overseas to raise perceptions of the goods manufactured there and encourage a broader view of China than simply as a low-cost market. One source said: “They do not see the recent violence as a problem.”
The Government’s PR response to rioting between Uyghur and Han citizens in Xinjiang province has included an unusually open attitude toward foreign media. Reporters were allowed access to affected areas.
However, several online sites, including Twitter and media blog Danwei, have been blocked as the Government tried to control the spread of rumour.
One China-based PR source said blocking websites could undermine attempts to boost its image overseas. “This achieves the Government’s aims at controlling the message and the media but it gives the perception to the internet-savvy that the Government treats its people like children. This makes it look silly.”
However, Simon Cousins, CEO of Illuminant in Beijing, argued that the internet block was less important than the issues touched on in the DDB campaign. “I suspect that in times of global recession, Western consumers are more concerned about product safety of Chinese manufacturers and China’s contribution to greenhouse gas emissions than its internet access policies.”
DDB declined to comment on the campaign.
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