Chongqing — Wesley Chen

The Ask:
When people think of China as a travel destination, they think of the same cities: Beijing, Shanghai, and Hong Kong. Chongqing is one of China’s most visually striking cities, yet it remains largely absent from global travel consideration. How do we reposition Chongqing from an overlooked city into a must-see destination that earns a place in people’s consideration set?

The Campaign:

This campaign positions Chongqing as “China’s Best Kept Secret” by appealing to travelers who crave discovery and authenticity.

Copy: Wesley Chen
Art Direction: Maria Kopacheski
Strategy: Murphy Wan