Shanghai Expo sponsorship delivers for brands

Angie Chan
Starcom Mediavest

There were three key winners from the Shanghai Expo, which closed its doors on 31 October: the sponsoring brands, lower-tier consumers and ‘Brand China’.

The good news for sponsors is that brand expenditure at the Shanghai Expo paid off and did make a difference according to new research by Starcom China, in collaboration with Interface-Asia Holden, a leading marketing research services provider. The Shanghai Expo generated a great deal of international buzz – but nowhere was buzz stronger than within its own market, attracting an astounding 70 million visitors in its six-month run (approx three-quarters of whom were from outside Shanghai). The majority of visitors came more than once, creating multiple impressions. Over a third came twice and almost a quarter visited three or more times.