Shanghai Expo sponsorship delivers for brands

This article argues that the 2010 Shanghai Expo delivered benefits for brand sponsors, lower-tier Chinese consumers and for China's national brand.

Shanghai Expo sponsorship delivers for brands

Angie ChanStarcom 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 didmake 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...

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