Creating Pandamodium in Washington DC

The Smithsonian National Zoo brought back some of America’s favorite Chinese ambassadors: the Giant Pandas! Precision helped announce their return to gain fundraising traction in support of their new habitat at the National Zoo, raise preservation awareness around the endangered species, continue the tradition of panda-diplomacy, and educate a new generation about the importance of conservation.

Since 1972 the Smithsonian National Zoo in Washington, DC has hosted giant pandas on loan from China. The first two came as a gift after President Nixon’s historic trip to China to open diplomatic and trade relations. Their symbolism has been termed “panda diplomacy”. But in November 2023, during rising tensions between the US and China, the pandas – Tian Tian, Mei Xiang, and Xiao Qi Ji – were sent back to China when the zoo’s loan agreement expired and no plans on sending more pandas were in place. The Smithsonian National Zoo saw a 20% decline in visitors in 2024.

As US-China relations warmed back up, sending new pandas to DC was an important sign of friendship between the two global powers. In early 2024 with a commitment to send two new pandas – Bao Li and Qing Bao – in place, the Smithsonian National Zoo asked Precision to help make the special announcement.

Beyond raising awareness of the diplomatic gesture, this announcement and subsequent campaign had several goals:

    • Launch a $25 million fundraising campaign to support the giant panda conservation program, ensuring the endangered species’ survival.
    • Educate a new generation of zoo visitors about life sciences and the importance of conservation efforts.
    • Reenforce the United States’ as a successful home for giant panda breeding, innovative techniques for keep them healthy, and conserving them in natural habitats.

The Announcement

Precision partnered with the Smithsonian Institute’s National Zoo and Dr. Jill Biden to produce a video announcement for the return of the giant pandas. The day of media-blitz started with an exclusive TODAY show segment and was then covered by every major national news outlet include the New York Times, The Washington Post, NPR CNN, and dozens more.

The Hype

We also supported the return of Bao Li and Qing Bao by creating hype online and through experiential events throughout DC. Our team delved deep into the decades-long history of giant pandas at the National Zoo to develop press materials, messaging, social, and creative content. We produced unique social content for the Zoo, Smithsonian, FLOTUS, FedEx, and several other partners. And our creative content was featured all over out of home placements around DC— even covering the FedEx planes and trucks that brought the pandas to DC. We explored everything from giant pandas’ biology and behavior to their breeding habits and health, leaving no bamboo leaf unturned. We also learned about the unique family trees of the newest additions, Bao Li and Qing Bao — and created content loyal to their personalities! Our approach authentically generated excitement and stayed true to the conservation goals of the Smithsonian — encouraging all to care about these creatures, their environment, and learn about the Smithsonian’s important conservation mission.

The Pandas Return

The full suite of campaign assets were rolled out in two phases: black-and-white for “The Pandas are Coming,” and pre-prepared colored assets for October launch with the pandas’ arrival. We captured the magic of their presence with the change to colored assets, and kept the energy going until their arrival with a fresh line of panda merchandise and our Panda-fied FedEx jets.

In September 2024 the Zoo announced David Rubenstein donated $10M towards the Smithsonian’s National Zoo and Conservation Biology Institute’s $25 million campaign to fund the giant panda conservation program.

The anticipation of the panda’s coming and subsequent arrival was covered by every major news outlet in the US, spreading word on the importance of these conservation efforts.

Just recently, Bao Li and Qing Bao made their public debut with people waiting for hours in line to pay them a visit.

Our Work