Hill & Knowlton has been appointed as the PR agency for Expo 2010, which will feature 200 participants discussing urban living issues over six months, expecting to attract 70 million visitors. The document discusses strategies for engaging consumers, publicizing events, maximizing visibility for Chinese brands, and media engagement to enhance exposure. It emphasizes innovative marketing and interactive experiences to position clients as thought leaders at the expo.

2. 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

3. Today s “Program
‟ ”
2

5. 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.

7. AUDIENCE
THERE WILL BE 70 (66 + 4)
MILLIONVISITORS

8. 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

10. 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?

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

13. 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

15. 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 ?

17. SPONSORS
OFFICIAL PARTNERS ARE
SPENDING USD 1.2 BILLION

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

19. AND WHO ARE THEY?

21. 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 ?

22. 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

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

25. 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

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

29. 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.

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

36. 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?