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2019 Visit Seattle China new IP

Brand building, IP design

Business Objectives

Developing a new way to reach the Chinese travelers but creating a new IP specifically to serve this audience

Our Approach

Mailman created a brand new concept centered around Lucy, a newly created IP. Lucy was derived from a key motivation. She is the sister of Emma, a bronze statue located in Pike Place. Mascots have a strong affinity to Chinese people and 2019 was also the year of the pig. With a name Lucy, meaning “Road West”, we created her to cater and share her stories of Seattle to Chinese travelers.


1x New IP for China
100,000+ Weibo discussions

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