EXPO 2010 SHANGHAI, CHINA SUMMARY OF THE RESULTS

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1 EXPO 2010 SHANGHAI, CHINA SUMMARY OF THE RESULTS

2 CONTENT 1. EXPO 2010 Shanghai, China 2. The Danish pavilion 3. Visitors to the Danish pavilion 4. Business events 5. Cultural events 6. Media coverage 7. Awards

3 1. EXPO 2010 SHANGHAI, CHINA The event lasted 184 days from 1 May to 31 October 2010 The theme was Better City, Better Life 246 Official participants: 190 countries 56 international org. 73 milion people visited

Better City, Better Life 246 Official participants:

4 2. THE DANISH PAVILION The Social Bench

5 2. THE DANISH PAVILION The pavilion with the theme WELFAIRYTALES - a contraction of the words: welfare and fairy tales - presented new images, new ideas and new knowledge of how Denmark combines sustainable cities and a high quality of life. It was an opportunity for visitors to experience the feel of a Danish city firsthand.

knowledge of how Denmark combines sustainable cities and a high quality of life.

6 2. THE DANISH PAVILION The total budget was DKK 150 million. The investment was done as; 75 mill by the government, 50 mill by the fond Realdania & 25 mill by private partners Close collaboration with: 8 national partners 30 exhibition partners National Partners:

the fond Realdania & 25 mill by private partners Close

7 The Danish pavilion from a distance

8 Entrance to the Danish pavilion

9 Exhibition: Tales of how we live

10 Exhibition: Tales of what we love

11 Exhibition: Tales of where we are going

12 Visitors taking a bicycle ride

13 Rooftop interactive water fountain

14 Pavilion rooftop

15 2.1 THE LITTLE MERMAID At the heart of the Danish pavilion was the harbour pool with the Little Mermaid. From the idea of sharing what you love, the Little Mermaid had travelled abroad for the first time ever, and she represented a gesture of cultural generosity and an invitation to cultural dialogue between China and Denmark. While the Mermaid was in Shanghai, a video installation by Ai Weiwei took her place in Copenhagen. Both of these cultural exchanges have been significant successes in terms of the publicity and communication of the Danish EXPO concept.

cultural generosity and an invitation to cultural dialogue between China and Denmark.

16 The Little Mermaid

17 Video installation by Ai Weiwei at Copenhagen Habour

18 3. VISITORS TO THE DANISH PAVILION Pavilion bicycle lane

19 3. VISITORS TO THE DANISH PAVILION There are 3 different types of visitors to an EXPO: Ordinary visitors are private persons, families, school classes VIP visitors are high ranking persons and decision makers Easy access service is arranged for official and business delegations

school classes VIP visitors are high ranking persons and decision

20 3.1 VISITORS 5.6 mill visitors in total (30,358 visitors per day) = 8% of the total visitors to the EXPO site 80% of the pavilion visitors left with a positive impression 168,000 of the pavilion visitors had an increased business interest in Denmark

21 3.2 VIP VISITORS Ms Karen Ellemann, Minister for the Environment, Denmark

22 3.2 VIP VISITORS 9 high ranking Danish VIP visits HRH The Crown Prince of Denmark HRH The Prince Consort of Denmark 7 ministers 13 high ranking foreign VIP visits 3 royal 1 president 1 vice president, Mr. Xi Jin Ping Vice President of China 8 ministers + Province mayors, ambassadors etc.

23 Mr Xi Jin Ping, Vice President, China

24 Mr Brian Mikkelsen, Minister for Economic and Business Affairs, Denmark & HRH The Crown Prince of Denmark

25 3.3 EASY ACCESS Easy access service works on a reciprocal principle between the pavilions. The service provide easy access and guided tours for the pavilion s VIPs and other special guests. 3,800 incoming visits of which 1,000 guided tours accommodating 45,900 persons 420 outgoing visits & guided tours arranged for 6,700 persons

26 4. BUSINESS EVENTS Denmark Day Reception

27 4. BUSINESS EVENTS The Danish business center was used 105 days out of 184 days. 39 Danish companies successfully hosted 4,665 guests at various events such as; Business meeting/briefings Seminars Symposia Press conferences Product launches Mini displays Fashion shows Business lunches/dinners Receptions Customer relations Stakeholder days Employee and family days

28 5. CULTURAL EVENTS Denmark Day Gala Concert

29 5. CULTURAL EVENTS 60 cultural events were hosted, and among those were the National Day, the Birthday of the Little Mermaid & Children s Day. Under the headline Mermaid Music the pavilion staged a concert every week. A total of 30 Danish bands performed.

30 Vejle Spring Team

31 Mermaid Music concert

32 Childrens Day performance

33 6. MEDIA COVERAGE - DANISH 1,365 Danish news items 592 articles in newspapers & magazines 732 online news items 41 TV & radio appearances

34 6. MEDIA COVERAGE - CHINESE 1,181 Chinese news items 770 articles in newspapers & magazines 282 online news items 129 TV & radio appearances reporters, cameramen, photographers 200 interviews given

35 7. AWARDS EXPO 2010 Bronze award for Best Pavilion Design Creative Circle Award EXHIBITOR Magazine s EXPO 2010 Awards; Best Pavilion (Honorable Mention) & Best Exterior Design

36 The Danish Pavilion from outside

M I C E w w w. h i l l m i c e. c o m

M I C E w w w. h i l l m i c e. c o m M I C E Tel: +966 11 4503638 Tel: +966 11 4942976 Fax: +966 11 2692097 Riyadh - KSA Email: [email protected] www.hillmi ce.com Meetings Incentives Conferences Exhibitions