Hill & Knowlton appointed Expo
2010' PR agency
s
Hi Everyone,
We here at H&K are excited
for the Expo and happy to
share some of the knowledge
and insights we have gathered
so far So, thanks for
.
stopping by and let‟ get on
s
to the good stuff

Today s “Program
‟ ”
2

H&K_ _expo: Do you Expo?
Join the fun because there will be 200
participants that will show off their
smart on the urban living issue to a
global audience and a billion Chinese
eyes. And that will last 6 months from
May 1 2010 to Oct 31 2010.

AUDIENCE
THERE WILL BE 70 (66 + 4)
MILLIONVISITORS

5 TIMES MORE THAN THE 2005 AICHI EXPO
70 M = 5 x 15 M
2 TIMES MORE DAILY VISITORS THAN AT
THE BEIJING OLYMPICS
400,00 = 2 X 200,000
15 TIMES MORE THAN THE YEARLY
VISITORS TO DISNEYLAND HONG KONG
70 M = 15 x 5 M

SO, IN AGENCY TALK …
Bob: Any idea how to find innovative ways and
the best marketing tools to reach consumers
and give them a „ ood story to tell‟ through
g
personal offline interaction?
Marley: What about pre-
engaging consumers by giving
them a taste of the
experience online so that
they put us on the top of
their must-see list?

FORUMS
A SERIES OF 100 FORUMS TO
BRAINSTORM THE FUTURE OF
GREEN IN THE CITY

NON-STOP 6 MONTH-LONG FORUMS
CATEGORIZED AS SUMMIT FORUMS, THEME
FORUMS, AND PUBLIC FORUMS
THEME FORUM
Harmonious City
and Livable Li e,
f
Cultural Heritage
and Urban
Regeneration, ...
The list is long ... But feel free to e-mail me i you want the full list and date
f

SO, IN AGENCY TALK…
Bob: Any idea how to identify the most valuable
speaking and networking opportunities in order
for our clients to be seen as thought leaders and
reach an influential audience
?
Marley: What about
publicizing their speaking
events and their
contributions through
targeted business media ?

SPONSORS
OFFICIAL PARTNERS ARE
SPENDING USD 1.2 BILLION

ENTIRE AMOUNT CHINA ONLINE
ADVERTISERS SPENT IN 2009
ABOUT 1/3 OF THE TOTAL COST
OF THE EXPO 2010

AND WHO ARE THEY?

SO, IN AGENCY TALK…
Bob: Woohoo! Any idea
how to find opportunities
for Chinese companies using
the Expo to go global?
Marley: What about
maximizing the visibility of
Chinese brands to target
participating countries, not
just visitors, as the Expo
gives us access to influential
foreign policy members and
businessmen ?

AND BY THE WAY,
THERE IS STILL ROOM TO PITCH
PROJECT SPONSORSHIPS FOR YOUR
CLIENTS …
The list is not long ... But feel free to e-mail me i you want to know more about the fees and details
f

MEDIA
CHINESE MEDIA HAVE BEEN
GEARING UP FOR A WHOLE
YEAR.

MEDIA INTEREST IS
BOOMING IN THE 9236
RUN UP TO THE
EXPO 2010
1109
H&K - Meltwater News Report on Shanghai World Expo covering Chinese & English News- 2009

USA PARTICIPATION
GREEN INITIATIVES
DENMARK / LITTLE MERMAID
GOVERNMENT INITIATIVES
SHANGHAI FACELIFT (INTL MEDIA)
PAVILION ARCHITECTURE

SO, IN AGENCY TALK…
Bob: Any idea how our clients can
engage media locally and abroad
to get the most exposure ?
Marley: Hey boss, What
about pre-engaging the media
before the Expo by
familiarizing them with our
new “ ountry client For
c ?”
example, we could invite them
to our client‟ home country
s
NOW to get them revved up
for our Expo events.

PAVILIONS
THE LARGEST NUMBER OF
PAVILIONS EVER ( 39 COUNTRIES
& 10 CORPORATE)

SO, IN AGENCY TALK…
Bob: Woohoo! Any idea how
to get countries to brand
themselves at the Expo and
challenge stereotypes
?
Marley: What about
showcasing the best of what
our client‟ country has to
s
offer We could set up
?
engaging and smart marketing
campaigns, large scale
inspirational events, or
innovative advertising that
excite people senses and deliver
‟s
a unique experience onsite and
offsite?