New promotional strategy launched for Bird's Nest

The world-renowned Bird's Nest stadium plans to promote its image and increase its influence internationally by better managing its mascot.

The Magic Mall animation production company and the National Stadium (better known as Bird's Nest) Company signed a contract on Tuesday to work together to promote the mascot in various markets.

Using animation and cartoon technology, the Bird's Nest mascot will be shown in local and overseas markets.

The Bird's Nest gained international prominence as the main venue of the Beijing Games in 2008 with its unique architectural design.

Magic Mall will use its expertise in animation to further expand the stadium's image.

According to the partnership, the Bird's Nest mascot will appear in animation with Baby Luo, a cartoon girl created by Magic Mall.

The girl is a "descendant" of Chinese goddess Luo.

Baby Luo has already been used to educate the public on things like Chinese culture, etiquette and politeness.

chenxiangfeng@chinadaily.com.cn

(China Daily 06/01/2012 page22)