The award ceremony of the most influential tourism marketing cases in China 2010-2011 was held in Ningbo Grand Theater, Zhejiang province, on Nov 21. Du Jiang, Vice Director of the National Tourism Administration presented the prizes for the prizewinners.

Chengdu portrayed its city's image through DreamWorks Animation's Kung Fu Panda, which stood out from more than 220 contestant cases, winning the prize.

It's a common approach to embed marketing contents in movies. Panda is a name card of Chengdu and the movie connected panda and the city closely in the audience's mind around the world.

After the devastating earthquake, which occurred on May 12, 2008, Chengdu invited the DreamWorks Animation company to visit, experience, and incorporate its folk songs and a large amount of Chengdu's specialties to later be embedded in Kung Fu Panda 2. As the movie gained popularity, the world's audience has become more familiar with Chengdu, the hometown of pandas.