Experience China: A National Image Campaign in the United States
(6 pages of text)
The China national image film “People Chapter” — officially a sub-series of the “Experience China” campaign — was launched by the Chinese government to coincide with President Hu Jintao’s visit to the United States in mid-January 2011. The one-minute promotional video was played on six giant electronic screens about 300 times per day, and had appeared approximately 8,400 times when the broadcast ended on February 14, 2011. The video showed a series of Chinese people, ranging from ordinary citizens to celebrities. It was a publicity effort aimed at promoting a truer image of China abroad, and signalling that China was opening to embrace the world. However, reactions from both Chinese and overseas audiences had been fairly mixed since the initial release of the promotional film. Experts from China and abroad were skeptical of the effectiveness of the campaign in promoting the national image of modern China to the world. This case presents the opportunity to examine the basic elements in the marketing communication process, analyze how decisions in marketing design affect outcomes, and understand the differences between nation and product promotion.
This case is best positioned for use in a marketing communication or marketing management class at the undergraduate or MBA level. Examples of suitable courses include advertising, marketing communication, marketing management, and international business. It can be taught from the following three angles:
Assessing key elements in the standard marketing communication process.
- Handling issues of target identification, message composition, and feedback collection in the design and implementation of promotional activities.
- Examining the special concerns when the object for promotion is a nation as opposed to a standard product.
Information, Media & Telecommunications
United States, 2011
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