To attract visitors to the Wanda Group’s newest tourist resort in the isolated and unknown village of Danzhai, we handpicked influencers from China and around the world to each serve as mayor of the village for a week, each highlighting a different aspect of Danzhai’s local culture and sharing it with fans in their specific communities of interest. Relying on our mayors’ own social channels and partnerships with China’s most popular news apps, we introduced Danzhai to the world and boosted tourist visits by 400%, helping revitalize the economy and create jobs for local residents.
Integrated advertisement created by WPP, China for Dalian Wanda Group, within the category: Hospitality, Tourism.
President: Selina Teng
Managing Partner: Autumn Guo
Group Creative Director: Xingsheng Qi
Chief Creative Officer: Reed Collins
Executive Creative Director: Andrew Low
Creative Director: Kim Yu
Copywriter: Zhiyang Huang
Director: Shen Yu
Account Director: Joseph Rees
Editor: Michael Evans
Senior Vice President: Simon Webb
President: Wei Wang