A Rediscovering Journey for General Motors in China

Weber Shandwick worked with General Motors China to develop a corporate image campaign aimed at renewing and strengthening relations with its Chinese employees and partners. The objective was to reinforce GM China’s commitment to its joint venture (JV) partners and fully embrace their individualism while bolstering the sense of mutual cooperation.

Under the theme “Family Pride”, GM China hosted a family-day carnival on a Saturday in the outskirts of Shanghai. More than 1,200 employees and their families attended the event, a first in GM China history. Employees and family members experienced a day of GM China “Pride”, fostering an atmosphere of collaboration, unity and pride in being part of GM.The post-campaign survey showed a 50 per cent increase in positive perceptions GM China.

To show respect for each partner’s identity and culture, GM China hosted an installation art exhibition themed “Together” that commissioned artwork reflecting each JV partner’s unique characteristics. When all pieces were aligned together it showed one harmonious picture, reinforcing creativity and synergy between JV partners and GM China.

The Together in Art, Together in Partnership Modern Art Exhibition attracted more than 2,000 local and foreign visitors during Golden Week (a national Chinese holiday) making it one of the most successful and innovative art exhibitions sponsored by a foreign corporation in Shanghai.

Despite being focused on internal communications, 91 media clippings were generated throughout the exhibition.

GM China held Phase Two of the corporate Image campaign surrounding the Beijing Auto Show in November 2006. GM Designers from around the world demonstrated GM’s technology leadership at “GM Designers’ Night”. The Weber Shandwick team in Beijing arranged for senior executives to communicate the company’s leadership and vision to external audiences, resulting in more than 238 media clips.

GM has retained Weber Shandwick to work on extending the Corporate Image campaign into 2007 and beyond.

GM employees at the GM Family Day in Shanghai

GM designers express appreciation to the audience at the GM Designers Night in Beijing