|
||||||
|
Editor’s note: In December 1st, 2005, The Application for Registration of Expo 2010 Shanghai was approved by the 138th General Assembly of Bureau International Expositions. After its approval, The Application for Registration has attracted extensive attention from all over the world. The Application for Registration is the legal document on the complete implementation program of Expo 2010 Shanghai China, and also serves as the fundamental guideline for the Expo preparation. Therefore, the whole preparation work of the Expo will be the active implementation process on the basis of the Application.for Registration In order to make it more convenient for all sorts of people home and abroad to understand the Application for Registration comprehensively, we hereby publish the abstracts of the Application for Registration on the official website of Expo 2010. The following is the “Application for Registration of Expo 2010 Shanghai 7. Domestic and International Communication & Promotion Plan
Expo.com: The Application for Registration of Expo 2010 Shanghai has attracted extensive attention from all over the world, after its approval on December 1st, 2005 by the 138th representative members’ convention of the Bureau of International Exhibitions. The Application is the legal document on the complete implementation program of Expo 2010 Shanghai China, and also serves as the fundamental outline for the Expo preparation. Therefore, the whole preparation procedure of the Expo will be the active process on the basis of the Application. We here publish the abstracts of the Application for Registration on the official website of Expo 2010, in order to make it more convenient for all sorts of people home and abroad to understand the Application comprehensively. The followings are the “Application for Registration of Expo 2010 Shanghai (Abstract 7)- Domestic and International Communication and Promotion Plan”.
7.1 Shanghai Expo, a Super Communication Event World Exhibitions Since the Great Exhibition of Industries of All Nations in London in 1851, nations and peoples around the world have showcased the genius of humankind and human endeavor through diplomacy, culture, science, business and technology. World Expositions have become a focal point for bringing together governments and peoples to celebrate the common aspirations of human beings and point the way to a more hopeful tomorrow. Over the past quarter of the century, globalization has been the world’s most dominant and significant trend. Today, more than any previous period in world history, ideas, commerce, people and technology cross borders, creating vital relationships and endless dialogue and cooperation. Globalization represents more than opportunities to expand trade and commerce; it enables leaders and citizens alike to play a greater role in discussing and seeking solutions to shared problems and challenges. While there exist many opportunities for world leaders, personalities and populations to interact today – from sports and cultural events to political summits and business conferences – world expositions remain a truly significant, special and privileged point of contact between nations and cultures. They are unique human experiences, milestones to measure civilization today and offer a vision to where it is heading tomorrow. 2010 World Exposition Shanghai China Expo 2010 is the first world exposition that will be hosted by a developing country. Globalization has been exerting influence upon China in ways large and small. As the world’s most populous nation, it has emerged over the past two decades as a leading global player in every area of human endeavor, from politics, diplomacy and security, to science and technology, to business and culture. Interaction between China and the rest of the world has accelerated dramatically in recent years through increased exchange in trade, investment and tourism. Meanwhile, China has become a more open and welcoming society and culture, whose leadership and citizenry increasingly recognize that this interaction contributes to global harmony and alleviates common global problems and challenges.Expo 2010 represents a unique opportunity for Shanghai, and for the Chinese people to build a powerful and enduring bridge of understanding between China and peoples of all other countries. As China’s largest city, Shanghai is a melting pot of traditional and modern cultures and of eastern and western civilizations. Few cities in the world are experiencing so dramatic a transformation. It is a city of immigrants where people of different races and colors from other parts of the world live in harmony. The business dynamism and cultural diversity, combined with the talent and energy of its 16 million citizens, makes Shanghai an ideal setting for Expo 2010, one in full accord with the ideals of world expositions: “understanding, friendly gathering, communications and cooperation.” The theme of Expo 2010 “Better City, Better Life” takes place at a time of increasing global urbanization. As one of the world’s largest and fastest growing cities, Shanghai is an appropriate location for a World Exposition that showcases the challenges and opportunities of life, work and culture in the world’s urban areas. Finally, the success of Expo 2010 is dependent on how the Organizer creates a multi-cultural and multi-sensory experience that will give participants and visitors alike a sense of wonder, excitement and optimism. Expo 2010 must be both an accurate reflection of the global community at the end of the first decade of the 21st century, as well as a precursor of trends and hopes for the future. 7.2 An Integrated Approach: Communication and Promotion Communication: refers to the communication campaign in attracting 200 countries, international organizations and Chinese provinces, municipalities and autonomous regions to participate in the Expo 2010. Other objectives are to: l Reposition World Expositions and the BIE (International Exhibitions Bureau) in a global perspective; l Construct a strong Expo image that could be used in a coherent manner for all Expo related communications; l Establish a mechanism framework between the BIE, the Organizer and participating countries; l Foster global dialogues on the theme and sub-themes of the Expo 2010. Promotion: refers to the Promotion Campaign in attracting a total of 70 million visitors to the Expo, of which 95% are domestic visitors and securing USD 1.296 billion in total revenue for the Expo 2010 through combined ticket sales, corporate sponsorship, sales of licensed products and commercial property leasing. Other objectives are to: l Develop awareness of Expo 2010 in China, participating countries, BIE members countries and other countries; l Implement series of promotional activities that will expand the exposure and influence of the Expo. In sum, the combined Communication and Promotion Campaigns should seek to provide succinct and timely information that will raise awareness and encourage participation from governments, companies and multilateral organizations. At the same time, it will generate enthusiasm in and participation from citizens of all colors, races and regions. 7.3 Coordination Mechanism The governing body of the Communications and Promotion Plan for Expo 2010 will include the National Organizing Committee, the Executive Committee and its member ministries and departments (such as the Ministry of Foreign Affairs, the Ministry of Commerce, the CCPIT, the Information Office of the State Council, and Shanghai Municipal People’s Government) and the Bureau of Shanghai World Expo Coordination (Shanghai Expo Bureau). Given BIE’s experience in the communications and promotion of previous Expos, BIE will be an important provider of resources. A standing Coordination Committee consisting of BIE representatives, the Organizer and selected participating country representatives will be put together to carefully analyze and implement the Communication and promotion campaigns. The Committee should meet at least once a year, with increasing frequency and membership as Expo 2010 approaches. The purpose of the Committee is to consolidate resources and provide a platform for frequent coordination and communications among BIE members regarding communications and promotion. The Committee will allow: 1) BIE representative to be constantly informed of the development in the preparation of the Expo 2010 and offer timely advice; 2) selected participating countries to take an active role in the organization, communications and promotion of the Expo 2010; and 3) The Organizer to gain experience and guidance in executing the campaigns. 7.4 Communication Strategies Communication strategies refer to the channels that will be utilized in reaching the targeted audience. Regardless of the channel used, it is extremely important that the portrayal of the Expo image is coherent and consistent. a. Diplomatic and Official Channels According to the Convention and other BIE regulations, the Organizer will conduct the Communication Campaign of Expo 2010 chiefly through government-to-government and public diplomatic channels, specifically: l The Organizer will communicate through government-to-government diplomatic and other channels Expo 2010 to the participating countries, international organizations (including NGOs); l The Organizer will conduct effective communications with BIE member countries throughout the Expo 2010 registration process; l The Organizer will conduct high-level communications through the BIE Secretariat and special envoys of the Chinese Government; l The Organizer will conduct communications through BIE member countries which actively participate in the Expo and demonstrate strong support for the Expo; l The Organizer will communicate with countries having no diplomatic relations with China to participate in Expo 2010 through China’s permanent missions to United Nations, World Trade Organization and other international organizations and through CCPIT; l The Organizer, drawing on the experience of previous expositions, will conduct communications through foreign diplomatic missions located in China. l The Organizer will conduct communication by fully utilizing Aichi Expo 2005, and Zaragoza Expo 2008. l The Organizer will hold a series of news conferences to highlight plans and progress for Expo 2010. l The Organizer will conduct a series of Expo Forums in Shanghai and in key markets around the world. b. Promotional tours The Organizer will develop a series of promotional tours targeted primarily at governments, multinational corporations and international organizations to encourage and coordinate their participation in Expo 2010. Promotional tours will be planned during 2006 and 2007 to North America, Latin America, Europe, Middle East, South Asia, East Asia and the Pacific/Oceania. Promotional tours will consist of meetings and receptions, presentations, media interviews and other activities designed to share information about the themes and opportunities offered by Expo 2010. Promotional tours are also opportunities to answer questions and foster enthusiasm for participation and attendance. Promotional tours will be a significant component of the overall communications strategy of Expo 2010. Even in today’s era of the Internet and global media communications, there is no substitute for face-to-face interaction, diplomacy and dialogue. The Organizer realize they must travel around the world over the next two years and personally meet with leaders in government, business, media and culture, and pro-actively invite their participation in and secure their support of Expo 2010 . They will explain the value and benefits of participation. International media can help communicate the message and significance of Expo 2010, but they cannot replace face-to-face interaction and dialogue between the Organizer and key government, business, cultural and media leaders across the world community. c. Direct outreach to international organizations The theme of Expo 2010, “Better City, Better Life,” touches upon human life, cultural exchanges, economic development and technological innovation, community building and harmonious development between urban and rural areas. Many of these themes are consistent with missions undertaken by many international non-governmental organizations. The United Nations and its specialized organizations, other inter-governmental organizations and regional organizations, have been active participants in the past World Expositions. It is expected many will be interested in participation in Expo 2010, because of the unique opportunity to interact with both the Chinese Government, business and civil society. Today, as international cooperation and globalization deepens, regional grouping of sovereign states (such as the European Union, Gulf Cooperation Council or ASEAN) and multilateral organizations are becoming major actors on the global stage. The participation of regional political and economic organizations in Expo 2010 will make the Expo a grand gathering of all the continents. As international contacts become more frequent, international organizations (including NGOs) play an increasingly important role in regional and global affairs, such as maintenance of world peace, sustainable development, poverty reduction, education, health care, the environment protection and social welfare. The participation of international organizations will be an important factor for the success of Expo 2010. At present, there are more than 300,000 NGOs active around the world. To invite those NGOs which have broad international reach and influence will expand the scope of global participation in Expo 2010. Through bilateral exchanges and cooperation, the Organizer will conduct various academic activities, exhibitions and media campaigns to further enhance the understanding of and solicit the support for Expo 2010 among international organizations. Many universities around the world have student exchange partnerships with Chinese Academic Institutions, which will also create an opportunity to promote Expo 2010 visits. d. Communication to media The international media will be invited to Shanghai to report on the city and the Exposition. The Organizer will also develop relationships with international media currently based in China. A consistent flow of information, news, features and materials will be prepared and provided to media audiences. Many of these materials will be provided in multiple languages. Advertising will be utilized in various forms, providing unfiltered messages to communicate the Expo themes. In addition, Chinese and Shanghai media organizations will enhance and develop cooperative relationships with international media organizations to design and implement Expo-related reportage, news and special features. e. Promotion at high-profile global events The Organizer will explore opportunities to promote Shanghai at many international events and forums scheduled around the world over the next five years. The goal of this strategy is to seek an opportunity to promote Expo 2010 at any event, anywhere in the world, which attracts opinion leaders in business, culture, sports and the arts, governments, industry and business conferences and trade fairs and media. 7．5 Specific Communication Campaign Activities a. Conduct attitudinal research to measure public opinion The Organizer will retain leading domestic and international survey research agencies to conduct surveys among both opinion leader audiences and global citizens of their potential interest and participation in Expo 2010. Two sets of research should be conducted. Research in 2005-2006 will be geared toward supporting the promotion of government, international organizations, and multinational corporate and NGO/NPO participation in Expo 2010. A second round of research will be conducted in 2008 and 2009 to measure perceptions about international and Chinese visitors interested in attending Expo 2010. The surveys will seek to measure public opinion in the following areas: l Awareness of the World Expositions and Expo 2010; l Interest in visiting a world exposition; l Support for government participation in Expo 2010; l Interest in and enthusiasm of the themes of Expo 2010; l Perceptions about China and Shanghai, and how these might impact sponsor and visit decisions; l Factors that may discourage respondents from visiting Expo 2010, such as economic costs (airfare and visit-related expenses, visas, age, etc.); l Factors that might encourage respondents to visit Expo 2010, such as interest in China and Shanghai, or interest in the Expo themes. These research surveys will help the Organizer develop effective communications messages, themes, promotion materials and strategies for different global audiences. b. Develop and disseminate collateral information materials A variety of print, video and Internet information materials must be created and disseminated around the world over the next five years. These materials must share common branding and design characteristics and should be produced utilizing environment-friendly materials and processes. They must have high visual impact, clear and compelling content and be culturally sensitive. These materials should be created in digital formats to enable rapid worldwide distribution by electronic means, such as via e-mail, Internet and wireless devices. 7.6 Preliminary Timeline for Communication Campaign A multi-year timetable has been established to develop and implement various communication activities in support of Expo 2010. The following are highlights of this timeline: 2005 A detailed analysis will be carried out on potential participating countries, international organizations (including NGOs) and leading global multinational corporations. On that basis, strategies for attracting various participants will be made. The Organizer will draw on the experience of previous World Expositions while planning promotion schemes, and thereby launching systematic and persistent promotion of Expo 2010. For example, during Expo 2005 Aichi, a Expo 2010 Desk was set up to provide necessary information and to answer questions raised by governments, corporations, NGOs and individuals interested in Expo 2010. 2006 – 2007 The Chinese Government will issue letters of invitation through its diplomatic channels, including Chinese embassies and consulate offices in foreign countries. For countries without diplomatic relations with China, letters of invitation will be sent through Permanent Mission of PRC to the United Nations. Based on the feedback of the potential participants to the letters of invitation, Chinese embassies throughout the world will be mobilized; the Central Government’s promotion delegations and special envoys will be organized and dispatched to advocate positive decision-making for participation of relevant countries and international organizations. 2008 – 2009 Efforts will be made to promote Expo 2010 during World Exposition 2008 in Zaragoza, Spain, a recognized exposition. The theme proposed for Expo 2008, “Water and Sustainable Development,” has an obvious link with the theme of Expo 2010, so it is a good opportunity to raise awareness of the theme of Expo 2010. China will stand ready to launch promotion activities on this occasion, focusing on the link between the theme of Expo 2010 and that of Expo 2008. According to the experience of Aichi and previous World Expositions, the invitation process should be completed two years prior to the opening of the Expo. The Organizer will make full use of this last period to promote Expo 2010 in those countries still undecided about participation. 2009 – April 2010 A regular consulting mechanism will be set up for the Commissioners-General of Section to share information on the progress of preparation of various theme events and promotional events. May 2010 – October 2010 During Expo 2010, Communication Campaign will continue in the form of celebrations, ceremonies, academic activities, BIE Day, national days, occasions of ethnic importance, cultural and art events, prize-awarding ceremonies, recreational activities and other international and domestic events that will take place during the Exposition. 7.7 Promotion Campaign In promoting Expo 2010, it should be emphasized that it is an important world super event that is rich in cultural diversity and intellectual vitality. Reference should be made and stress should be placed on the innovative tradition of World Exposition and the significance of the Expo 2010. 7.7.1 Promotion Campaign Objectives The objectives of the Promotion Campaign are to: l Attract a total of 70 million visitors to the Expo and secure RMB 9.61 billion in total revenue for the Expo 2010 through combined ticket sales, corporate sponsorships, sales of licensed products and commercial property leasing; l Develop awareness of the Expo 2010 in China, participating countries, BIE members countries and other countries; l Implement a series of promotional activities that will expand the exposure and influence of the Expo. 7.7.2 Target Audiences Similar to the Communications Campaign, targeted audiences can be divided into international and domestic audiences as the methods of communication and execution will differ. International a. International visitors It is expected that Expo 2010 will attract approximately 70 million visitors, more than any previous expositions, of which 5% (or 3.5 million) will be overseas visitors. Part of the very success of Expo 2010 will be defined in its ability to attract interest and attendance from visitors around the world, who will see this event as both a unique travel and cultural experience. b. Multinational corporations Major multinational companies whose business areas have relevance to the themes of Expo 2010 , and who have considerable investment in China or whose regional headquarters or research and development centers are located in China, are potential partners and senior sponsors. The Organizer will seek not only a quantity of global business sponsors, but also a level of quality that reflects the mission and themes of Expo 2010. To achieve this, the Organizer must convince corporate decisions-makers around the world that Expo 2010 will be a valuable, unique partnership to enhance and complement their own branding and marketing strategies and goals. Domestic a. Domestic visitors Of the 70 million visitors, it is estimated that 95%, or 66.5 million, will be domestic visitors. The majority of visitors would be from the Yangtze River Delta and the East China region, the most economically developed part of China with almost 400 million in population, and a greatly improved transportation system. Many of them are likely to visit Expo 2010 more than once in different periods and in various ways. China also has a student population of more than 400 million, which accounts for roughly 30% of the entire population of China. This is a huge target visitor group for the Expo, because students can benefit the most from experiencing the latest developments in science, technology and culture by participating in the Expo. It is also strategically important for them to have the Expo experiences as they will become tomorrow’s leaders and their commitment to address the challenges facing humankind in the 21st century is very important for the future of our global society. b. Domestic corporations Traditionally, major domestic corporations are the primary potential partners and senior sponsors of Expositions. Domestic Chinese corporations must be convinced that their participation in and support of Expo 2010 can be a significant brand and business development opportunity. The Organizer will seek to engage many Chinese corporations to support the mission of Expo 2010, and will seek to ensure that major Chinese business and industry sectors are represented in Expo 2010. 7.7.3 Promotion Strategies Promotion strategies refer to the channels that will be utilized in reaching the targeted audience. Regardless of the channel used, it is extremely important that the portrayal of the Expo image is coherent and consistent. a. Cultural activities In the preparation process, a number of prestigious cultural activities will be designed and a number of community activities featuring Shanghai’s culture will be introduced to attract public participation. These activities will serve to promote the theme of Expo 2010 in connection with the cultural brands, to combine the cultural resources closely with the Expo resources, and therefore to convey the ideals of the World Expositions and demonstrate the essences of the Chinese culture. At the same time, major public events such as sports games, tourist festivals and film festivals will be drawn upon as opportunities to create new highlights of the cultural environment for Expo 2010. From 2004 on, the Shanghai World Expo Festival will be held on an annual basis. With fresh cultural content and rich art forms, the festival will create a high-level cultural pageant that will integrate exhibition, performance and various cultural activities, and spread the influence and the conception of the World Expositions. Various cultural, arts and academic activities will also be organized. Cultural activities related to the Exposition will be designed and staged. Books on cultural relics will be compiled and published in different languages. Documentaries will be produced in series to introduce historical capitals of China with a special theme every year. Contests of photographs and fine arts will also be organized. The contests on logo, slogan, theme song, posters, mascot and flag will be completed along with the preparation process. b. Use of the Internet The Internet and its related information-technologies will be important tools to inform global audiences about Expo 2010. Internet-based communications and promotion programs will also be carried out in cooperation with the leading local and overseas media, news and commercial websites, and other international websites, so as to promote Expo 2010 online. The huge user base of websites will be extensively utilized to design effective communications and promotion. The official Expo 2010 website will provide updated and comprehensive information on all aspects of the world exposition – it will be developed and maintained as a single source of news, information and latest developments for global audiences. The website will be aggressively marketed and promoted so that it will attract millions of visitors, and become the single most useful tool for anyone in the world seeking immediate information and news about Expo 2010. The Organizer will optimize the ranking of the Expo 2010 website on leading search engines. This will allow the Organizer greater control over what information people find online. By allowing stakeholders to register on the website to receive more information, the Organizer will have a powerful communications database when they need to send information or news to targeted stakeholders. The Organizer will also integrate the technology of new media (such as Internet, blogs, podcasts, text messaging by mobile phone and other wireless devices, and video messages, etc.) in conducting polls, contests, voting, and requests. This payable service, which is very affordable, can give people direct access to the Expo information and generate considerable public interest in Expo 2010. c. Use of advertisement Advertising will play an important role in marketing and promoting Expo 2010 around the world. It will enable the Organizer to develop a unique and identifiable brand for this event and develop unfiltered messages and themes to people in government, business, media, culture and citizens worldwide. Expo 2010 advertising must be multi-cultural and multi-lingual in content and graphic design. It will involve a variety of paid media vehicles, including print, broadcast and Internet advertising. The advertising strategy may also involve developing marketing partnerships with leading multinational organizations and corporations committed to participating in Expo 2010, in order to extend the advertising campaign and Expo visibility through the vast marketing budgets of these entities. A customized media buying strategy will be developed and implemented that will ensure all advertising resources are used efficiently to reach target audiences around the world. d. Media promotion The Organizer will take full advantage of newspapers, broadcasting, television, radio and the Internet. Special programs on Expo 2010 preparation and popular involvement will be aired on satellite television channels. The magazine, “Expo Shanghai China” will continue to be published and improved along the way. Through a bidding competition, the winner will be entrusted with the compilation and publication of a series of books under the theme of Expo 2010, bearing the same logo and in different languages. By the end of 2004, the Organizer had set up a network of correspondents, editors and relevant personnel in charge who will undertake the task to report on Expo 2010 regularly, timely, accurately and comprehensively so as to introduce the preparatory work to the media around the country. Modern audiences are willing to spend time online if they can have access to updated, unique, rich, personalized and interactive content. The Organizer will link the official website of Expo 2010 with relevant government websites and portal websites, to set up an Expo platform in joint efforts with well-known Internet media in China so that the public will be able to know about the progress of the Exposition in real time. e. Tourist promotion The Organizer will provide visits to Expo 2010 by fully utilizing the historical and cultural heritage and folk customs peculiar to Shanghai and China, such as those based on natural scenery, historical relics, traditional culture and folk tales. The Organizer will hold design contests for tourist souvenirs in connection with Expo 2010 and introduce a number of souvenirs that boast artistic taste and epitomize the cultural spirit of Shanghai. In cooperation with relevant tourist institutions, the Organizer will develop tourist routes to Expo 2010 and launch a promotion campaign targeting the home market. The Organizer will set up a promotion stand in the annual International Tourism Fair and select an image envoy for Expo 2010. The Organizer will also enhance cooperation with other major tourist destinations in the country to design and promote special cultural and tourist products related to the Exposition. The Organizer will strengthen cooperation and contact with institutions and corporations engaged in tourism, including tourism associations and tourism promotion administrations in major provinces and regions, renowned tour agencies, airlines and major tourism-oriented media. f. Direct outreach to multinational corporations A selected number of leading multinational corporations with China-based offices will be invited to establish corporate pavilions to demonstrate their innovations, discoveries and latest advances in science and technology. Expo 2010 will provide a unique opportunity for global companies to enhance their brands and corporate reputation, and provide direct contact and interaction with 70 million consumers from China and around the world. Corporate participation in Expo 2010 will also be a unique opportunity to demonstrate a commitment to the Chinese market of 1.2 billion people – a market of increasing consumer clout and potential. Many leading global corporations have already made significant investments in China over the past two decades. China is today an important global economic and trade actor for manufacturing, services, technology development and innovation, as well as a growing consumer market. The following points should be made clear while promoting the Exposition to multinational corporations and corporations: l There exist both significant business-to-business and consumer marketing opportunities inherent in the Exposition; l Corporations may be partners in the construction and infrastructure development projects; l A limited number of corporations may also build their own pavilions at Expo 2010 to showcase their products, services and solutions. While promoting the Exposition to the multinational companies, it is important that: l Exposition activities of participants be consistent with the theme of Expo 2010 and its sub-themes; l Promotion programs meet BIE principles. 7.7.4 Specific Promotion Campaign Activities a. Preliminary plan for ticket marketing Ticket marketing plan will form an important part of the overall communications plan, especially in the final year before the Expo takes place. The objective of the Expo Ticket Marketing Plan is to: l Educate and inform all nationals to be a part of the “Expo Experience”; l Promote Expo 2010 key messages across the board, including the corporate sector, schools, government, media and local community through a targeted ticketing and education campaign; l Raise awareness, create desire and convert interest into sales. The Organizer will adopt following strategies: l Inform the local market that tickets are easy to buy (telephone, online, through local newspapers, ticket sales outlets, etc.); l Enthuse the local market that this is a “once in a lifetime” opportunity and “everyone is invited”; “Do not miss out, or let your children miss out”; l Ensure that all communities have access to Expo 2010 Ticketing information through regional newspapers, Internet, television, radio, community halls, shops and corporate sponsors, workplace and through events; l Stimulate considerable national pride which can then be converted into ticket sales. b. Preliminary plan for tourism promotion Shanghai has already emerged as a leading international tourist attraction and this will continue and grow as Expo 2010 draws near. Shanghai will build itself into an ideal place for international conventions, commerce, exhibitions, shopping, city sightseeing, countryside vacations, and other special purpose tourism such as cultural and sports programs, professional programs in industry, agriculture, science, technology and education. Shanghai is investing in new infrastructure that will draw an increasing number of visitors in the future. In 2003, over 80 million tourists came to Shanghai. The increasing number of tourists and the development of an integrated tourist market in the Yangtze River Delta offer a strong support to the goal of attracting 70 million visitors to Expo 2010. Expo 2010 will run for six months, spanning the seven-day Labor Day holidays and the seven-day National Day holidays, and more than 20 weekends. This means Chinese tourists will have abundant time to travel to visit the Expo. According to estimation, 35% of the Expo visitors will also travel to the neighboring areas. Zhejiang and Jiangsu provinces, two popular tourist attractions, will be a good choice for side visits by Expo 2010 visitors. The large visitor flow and service demand can be diverted to these provinces so that transport and accommodation pressures on Shanghai can be reduced. The following measures will be taken to facilitate interaction between regions: l Sharing tourist sources and destinations; l Jointly developing tourist commodities and building a large tourism area in the Yangtze River Delta and l Jointly organizing promotion and marketing activities. c. Preliminary plan to mobilize volunteers for Expo 2010 Volunteers will play a critical role in the success of organizing and managing Expo 2010. The work and progress of Expo 2010 volunteers will be publicized via the media, such as radio, television, newspapers and the Internet, and through large-scale cultural events. Such coverage will be carried out by stages and dovetailed with their key tasks, aiming to make the volunteers work widely known to the general public. At the preparatory stage, the main tasks for the volunteers will be: promotion, environment protection, activity organization, language-training and atmosphere-building. During Expo 2010, more than 100,000 volunteers will provide essential services in about 30 different areas, covering interpretation and translation, reception, public order, medical assistance, traffic assistance, civility supervision, protocol, information services, tour and shopping guide, etc. Recruiting and training these volunteers will be an important mission of the Organizer, since this large pool of talents and commitment by Chinese citizens will contribute to the smooth operation of Expo 2010.
|
