XI'AN — The Chinese city of Xi'an is hoping to build its brand as a global economic and technological hub, hiring Ogilvy to handle the new marketing communications assignment.

Ogilvy secures the brief following a competitive review that featured as many as a dozen agencies. The firm has previously handled similar 'nation branding' remits for the Chinese city of Chengdu along with such countries as Mexico and Colombia

Ogilvy will provide branding and integrated market planning for Xi’an, as the city embarks on a quest to promote its image in China and around the world as a 'global city and cultural capital.'

Xi'an is a key hub in China's 'Belt and Road Initiative'. But while the city's ancient history is well known, thanks to its iconic terracotta warriors, Xi'an's municipal government is hoping to better develop its global positioning as one of China's key economic hubs.

Accordingly, the communications project will target a range of audiences across the globe. Markets to receive particular focus include North America, Western Europe, Southeast Asia, Central Asia and Africa. 

"Building strong brands for cities and countries is something that we have long excelled at, with numerous cases from around the world showing our strong expertise in this field," said Ogilvy Beijing managing partner Joe Zhou.

"Going up against competitors from different sectors in the bidding process, this win goes to show that despite today’s rapidly-changing communications landscape, Ogilvy’s global network and strong track record means we are best equipped to design impactful strategies and tell engaging stories that resonate around the world."