Pandas, the cuddly black and white endangered symbols of the East, are about to experience the power of PR thanks to a campaign by Ogilvy China.
According to a report in The Wall Street Journal, WPP PR firm Ogilvy has launched the search for Pambassadors, aka Panda superfans, in a bid to attract business and tourists to the recession-stricken city of Chengdu.
As Paris Hilton and P Diddy will confirm, searching for superfans is a difficult process and the lucky chosen ones bear (sic) a heavy responsibility. In this case, the chosen Pambassadors will be expected to promote their idols on social networks and blog about them on pandahome.com for a month. In return for their dedicated propaganda (or should that be "propapanda"...?), six lucky Pambassadors will win all-expenses-paid trips to panda base camp in Chengdu.
At this week's campaign launch, where guests got to interact with the world's first augmented reality panda, Dr Sarah Bexell, vice director of the science education department at the Chengdu Panda Base, said the campaign “promotes public awareness and action for wildlife and environmental conservation among Chinese and global citizens.”