Guangzhou Re-Branding

1. TEAM GLOBAL INSIGHTS; 2014 Guangzhou Re-Branding

2. Facts Topped Forbes China List of Best Cities for Business 5-Year Plan; defined goals for promotion of international trade and economy; also identified areas of improvement conducive to enhancing marketability of the city 2,000 years of history as key national and foreign trading port Traditional Cantonese culture Foreign and Western cultures have been ingrained in Guangzhou’s makeup Financial regulations are weak and change frequently

3. Fiction Reputed international business center Low-carbon/eco-friendly Fair legal system Transparency

4. Folklore “Thousand-year business capital of China” Open to accommodating culture Open to international influence Friendliness of the people Cantonese food is renowned and considered to be gourmet Asian cuisine Liberal culture in contrast to Northern China

5. Problem Solution Benefit Guangzhou’s cultural identity, primarily in regards to international trade and business, is masked by conflicting information and misrepresentations. “Flourish with Guangzhou”; an overarching and all-encompassing theme that can be tailored to international businesses, industries, and individuals. You have the opportunity for your brand or business idea to succeed and “flourish” in an environment that cultivates creativity. Five steps How it works Don’t worry • More than 2,000 years of history of integrating cultures and engaging international business through trade • Close proximity to Hong Kong; geographical center of the South Asian economic circle • Tradition and modernity co-exist and blend to create a diverse and open foundation for introducing business in 11 distinct districts promoting 36 of 39 industry categories • Guangzhou and the Guangdong Province government has taken steps to promote an environment conducive to the internationalization of business through the 5-Year Plan • Statistics show Guangzhou is a steadily increasing consumer market

6. Target Audience Insight Strategy Strategic brief • “A different type of businessperson.” • An individual looking to engage in a business community that fosters and nurtures personal growth while also cultivating creativity. • Adventurous, risk-taking individuals looking for something more • Belief: I believe a business culture that cultivates creativity will help my brand/business flourish. • Behavior: I seek out unique communities that not only value successful business but also value quality of life. • Wish: I wish there was a community that enabled economic prosperity while establishing an environment conducive to my own personal growth. • Showcase the level of sustainable opportunity available in Guangzhou through inclusion of aspects of the Cantonese culture that have cultivated economic prosperity throughout time and will continue through the 5-Year Plan.

7. Positioning Tone Manner Strategic brief • In Guangzhou, history and modernism intertwine to create a city with a rich foundation and an unparalleled soul that cultivates creativity, nurtures pragmatic thinking, and fosters innovation. • Warm and inviting, yet powerful • Should establish reassurance as well as convey Guangzhou’s originality and opportunity • Leave viewer feeling empowered and with a sense of security • Should instill a lasting message that resonates with the viewer and encourages them to seek out further information • Leave the viewer with an understanding of the depth of the Guangzhou identity and the opportunity the city offers

8. Three T’s Tangible Benefit Truth That’s Me! • Your ideas won’t be lost here; it’s a place that promotes creativity while also nurturing growth. • With 2,000 years of foreign influence starting as the first port on the Maritime Silk Road, a central location in the South Asian economic circle, and a community that blends tradition and modernity in 11 distinct districts, your creative ideas will flourish in Guangzhou. • I want to expand my business to a global level within an international community that cultivates creativity, nurtures pragmatic thinking, and fosters innovation.

9. Print Ad Talking Points • GDUFS student produced • Incorporates history of Guangzhou while also showcasing diversity and modernity • Road, tower, kapok flower • From humble beginnings, coupled with spirit and culture, monumental achievement and success can come forth.

10. Storyboard Scene 1 Scene 2 Scene 3 • Aerial view of lush, green mountains with Pearl River flowing through from the Southeast to Northwest. • Soaring down onto the surface of the Pearl River, the streams divide to split the land. • Flowers begin to sprout, as the streams continue to spread throughout the mountainous land. • Flowers continue growing, separated by the streams. Each separated land maintains the same color scheme. Flowers begin to bloom. The stream the camera is following transforms into a cobblestone path, which we continue to follow.

11. Storyboard Scene 4 Scene 5 Scene 6 • Flowers begin to evolve and continue growing into famous monuments and buildings of Guangzhou. The first flowers to bloom transform into the historic Five Goats Statue. • Continuing along the path through the City of Flowers, the next group of flowers transforms into the historic Sun YatSen Memorial Hall. Flowers are seen continuing their progress in the distance. • The cobblestone path gradually transforms into pavement. The next building we see transform from the flowers is the Guangzhou Municipal Government Building.

12. Storyboard Scene 7 Scene 8 Scene 9 • The pavement continues to a kapok tree, which begins spiraling and transforming into the Canton Tower. • The camera pans out to encompass the Canton Tower and all the other buildings standing in a garden of flowers, with the focus on the Canton Tower. • The Canton Tower begins to shoot fireworks which form the flower of Guangzhou, the kapok. The slogan “Flourish with Guangzhou” appears. Fades to black.

13. Script In the “City of Flowers,” originality and innovation have been flourishing since Guangzhou’s humble beginnings as a local trading port situated along the Pearl River. With a rich history of being China’s gateway to the world that spans more than 2,000 years, Guangzhou is no stranger to being progressive and unique. Today, Guangzhou is a garden that cultivates creativity, nurtures pragmatic thinking and fosters innovation. Dedicated to enriching quality of life and establishing an environment that advances growth in the international business community, Guangzhou is taking leaps and bounds towards solidifying its position as a leader in global trade. Here, history and modernism intertwine to create a city with a rich foundation and an unparalleled soul. With an inherent sense of hospitality, openness and community, Guangzhou provides the opportunity for you to learn, experience, create, sustain, grow, and discover. Guangzhou doesn’t just provide the opportunity for you to plant your seed – it allows you to watch it flourish. Embrace the opportunity. Flourish with Guangzhou

14. Mobile Plan Institute mobile application for businesspersons in Guangzhou Revamp Guangzhou website Implement social media plan for businessperson community • Access to current exchange rates, world-wide business news, and general news/trends regarding business in the Guangdong Province and Guangzhou metro area • Provide users with basic resources that improve accessibility to Guangzhou information, including accommodations, transportation, dining, etc. • Business page needs to be more cohesive with the modern culture of Guangzhou • Needs to display the contrast between traditional Canton and modern Guangzhou and how they have blended to become this all-inclusive community • Make website fully responsive so it is easily accessible from mobile devices • Weibo to provide ex-pat relationships and foster advice from experienced, international business community

15. Next stepsGOING FORWARD Embrace earned media Research which nationalities are most likely to create business here; accurately translate promotional material accordingly Tailor campaign to target specific industries Develop professional-level promotional material to launch globally Establish this campaign as the foundation for all international outreach from Guangzhou

16. Thank you