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World Expo 2010 Shanghai China Communication & Promotion Plan

'World Expo 2010 Shanghai China Communication & Promotion Plan'
World Expo 2010 Shanghai China Communication ? Promoting Chinese values, and supporting the Chinese government to set up the image of China in the 21st century; ? Adapting the strategy and execution plans to different national and international audiences, targets and phases; ? Achieving a record number of visitors and participants, obtaining maximum awareness and intention to visit Expo 2010 on a global scale. 1 Current Awareness Visitors Resut of Expo 2010 Visitor Intention Survey across 9 countries and regions in 2004 by AC Neilson: 2. Target Audience The target audience are as follows: ? Visitors (Domestic, Overseas); ? Participants (Domestic, Overseas); ? Companies (Domestic brands, Global brands); ? Media (Domestic, Overseas); The success of the Expo depends on the number of visitors, the quality of participation, the performance of the services on the site, and the quality of coverage by the media. The communication plan targets all of the factors that contribute to creating this success. 2 Awareness: Almost 99.7% in Shanghai, and close to 71.6% in Jiangsu Province and Zhejiang Province. The awareness of other areas varies, with a general range between 66% and 69%; Intention to visit: 44.2% of domestic respondents showed an interest in visiting Expo 2010. Domestic Awareness: The general awareness is 17%, among which Germany, China’s Taiwan and France boast relatively higher rates of 33%, 30% and 25% respectively; Intention to visit: 30% of overseas respondents expressed their intention to visit Expo 2010. Overseas Resut of Expo Visitor Intention Survey across 46 cities in China in 2006 by the State Statistics Bureau: Participants By 31 October, 2007, 174 countries and international organizations had confirmed their participation. 3 Companies ? The Expo 2010 recruitment of global official partners ? Media coverage is limited both at home and abroad. 4 Target Audience Visitors Objectives: ? Improving domestic and overseas awareness of Expo 2010; ? Increasing domestic and overseas interest and intention to visit; ? Focusing on increased engagement and adapting the communication plan to the different needs of domestic and overseas audiences. Participants Objectives: ? Attracting more international participants and promoting cooperation between them; ? Helping create synergies with all participants through sound communication services; ? Promoting an educational presentation of high quality content. Companies Objectives: ? Attracting more domestic and overseas companies; ? Supporting the development of services and incentives for sponsors and partners; ? Developing different marketing and communication activities for sponsors and partners, and different plans for domestic and overseas companies. Media Objectives: ? Increasing media coverage domestically and globally; ? Planning an intensive international media campaign; ? Establishing a transparent communication platform for journalists. Strategy ? Based on the demands of different phases and
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