Advertising spaces do not get much more high profile than New York's iconic Times Square, often called the Crossroads of the World.

The square, located in the heart of Manhattan, one of the busiest entertainment and shopping centers in the world, is considered as a prime location to promote major brands, or, in China's case, a city's image.

A short film called A Home in Poetic Suzhou, China was broadcast there on Dec 20, local time. It is expected to offer Americans a further insight into the lives of people in this beautiful city in Jiangsu province.

Actually, it is not the first promo the city has aired in Times Square. Suzhou city government officials have planned a series to promote its image and tourist resources.

The first advertisement debuted back in early December 2011. The ad high-lighted the city's 2,500 years of history and ran 38 times a day for 62 days.

This new one-minute promotional video is broadcast on a 19.5-meter by 12.2-meter south-facing LED screen fixed to the side of a building sitting at the northern area of the district.

The screen has been rented by China's Xinhua News Agency since August 2011. This is the first time that a Chinese institution has rented such a large outdoor display on a long-term basis at New York's Times Square.

The producers hope the video will have a lot of influence, especially since the advertising period covers the Christmas and New Year holidays, two of the most important events in the United States.

This new film is different from the first ad in that it wants to convey an oriental and poetic atmosphere of Suzhou to the world.

It features the garden landscapes and natural beauty of Suzhou as well as the combination of its oriental traditional and modern fashion as demonstrated in an animation based on traditional Chinese colored-ink painting.

The classic and the modern exist harmoniously in the poetic city. Its parks, streets, temples, bridges and novel modern architecture all turn into elegant and vivid ink-and-water paintings.

Following an agile fish, viewers will catch glimpses of Suzhou culture and spirits through sceneries from royal gardens, houses with local characteristics, arch bridges, fishing boats to Huqiu Pagoda, Ligong Dike and a 301-meter-high skyscraper named the Gate of the Orient.

Other relics and spots, such as the Suzhou Culture and Arts Center and the observation wheel, also make an appearance.

The background music is a mix of the city's traditional Kunqu opera and a symphony orchestra, which perfectly complements the film.

When the film comes to an end, the time-traveling fish, symbolizing the peace and wealth of the city over 2,500 years, merges into the traditional form of the Chinese character su, a short form of the city's name.

These two short promos are part of the public diplomacy campaign by the Suzhou government.

Jiang Hongkun, Party chief of the city, said Suzhou should continue "going global" and enhance its international influence and reputation through building up its image.

"We highlight the city's charm and confidence in this promotional video," Jiang said. "This year's short film is a powerful force accelerating Suzhou's transition from localization to globalization."

"It is also an efficient way to boost communication between the East and the West," he said.

Ding Dong, president of Suzhou TRAD Animation China Co Ltd, the designer and producer of the film, told China Daily they spent nearly six months making the animation.

"Chinese ink painting can create an ethereal quality and poetic atmosphere, which will make foreigners see the city as a paradise for living and doing business," he explained.

To go global, the city also needs a strong economic foundation as well as a great cultural legacy, Jiang said.

Located at the center of Yangtze River Delta, Suzhou has developed rapidly. Its major economic indicators have ranked near the top of Chinese cities in recent years.

The city now has 11 various State-level development zones, which have made great contributions to the development of its tourism industry and economy as a whole.

In May, the Suzhou government officially launched a citywide brand-building activity called Home in Suzhou.

Officials said the event aims to connect the city more closely with all the residents.

One target group is native Suzhou citizens. Through brand building, the city's ancient cultural heritages, such as the Wu dialect as well as intangible heritages and the legends of its famous residents from antiquity will be further protected, so their memories will not fade away.

Immigrants will feel a stronger sense of belonging during the brand construction. They can enjoy a series of voluntary services involved in technical training and rights protection. Dramas reflecting their lives and jobs will also be created to enrich their spare time.

As for the international residents in Suzhou, the brand-building activity will create a homey atmosphere through the warmhearted welcome extended by locals.

The city's leisure lifestyle, beautiful environment and moderate climate also help them have a comfortable living condition.

Contact the writer at haonan@chinadaily.com.cn