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Major New Zealand PR push in China

With less than 100 days to go until the opening of the World Expo 2010, New Zealand Trade and Enterprise has launched a major public relations initiative in Shanghai.

The campaign began with a media briefing at New Zealand Central in downtown Shanghai on 26 January, which was attended by more than 40 journalists from 31 key Chinese media including national TV, popular websites, magazines, and general newspapers.

"We had a terrific, high quality turn out," said Phillip Gibson, New Zealand's Expo Commissioner General, who presented at the briefing.

"Our design team, Story Inc, was a great draw card. They painted a compelling picture of the New Zealand Pavilion and what visitors to it will experience. New Zealand's presence is going to be very distinctive and special."

Coinciding with the media briefing was a special video message from the Prime Minister John Key, which has been posted on the web portal of China's main official TV station along with messages from other world leaders.

A new Chinese consumer website is also being developed to promote the New Zealand Pavilion and is designed to appeal to China's 384 million internet users.

The consumer site will be interactive and will complement the information on NZTE’s website.

The PR campaign, which will run until Expo finishes at the end of October, will have a strong emphasis on new media and the use of bloggers and online advocates.

Learn more about New Zealand at the Shanghai World Expo.

Source: NZTE

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