Five things you want to know about the Shanghai World Expo

Shanghai World Expo, which came to an end last week, broke all records in the history of world expos, including the sheer size of its grounds at 5.28 square kilometers (20 times larger than Expo Zaragoza), attracting over 73 million visitors and an unprecedented daily attendance of 1.03 million, as well as a record number of participants including 190 countries and 50 international organisations. 

1. For Shanghai: The largest branding initiative in China.

World expos are about tourism, trade, relations and culture. With China's booming growth and development being the centre of global attention, Shanghai Expo 2010 seized the opportunity for national and city branding like no other. Expo was a chance to show the nation's achievements and capabilities

The question remains how Shanghai will capitalize on this event and continue to promote itself as a financial, economic and tourist destination to attain its 2020 goal as a major financial and logistics platform in Asia. 

2. For participants: The tournament of cultures.

As visitors to the event were mainly from the hosting country, Shanghai Expo presented an opportunity for participants to brand themselves to a large Chinese audience. All countries benefited from an unparalleled and uninterrupted six month opportunity.

From the use or renewal of national stereotypes to promoting technologies, products or tourism assets, each nation conveyed its brand at the Expo. However, the six month endeavor of some countries could well sink into oblivion if it is not further leveraged and prolonged by a communication and marketing strategies post Expo.

3. For visitors: The power of word of mouth (WOM).

Shanghai Expo illustrated again the importance of WOM in China. 'What to see', 'what to eat' and 'where to go' tips and subsequent visitors' actions have been largely driven by WOM. What else would get millions of people to rush for Turkish ice creams?

4. For sponsors: From national to international.

Brands had to refresh their national origin as most were located within a national pavilion. Chinese company Haier went against the grain by sponsoring some foreign countries, notably US, New Zealand and Italy.

Few included Shanghai Expo in their global international campaign, but Coca Cola demonstrated strong integration, using Haibao within its Coca-Cola's Expedition 206 team around the world and bringing World Cup singer K'NAAN to the Expo along with Chinese pop-stars Jacky Chan and Jane Zhang to celebrate its birthday.

5. For foreign media: Proximity.

Geographical proximity has been a key differentiator in the interest of foreign media. On average there were more than 1,000 journalists per day on site with foreign journalists entering the Expo ground 13,000 times during the six months.

Coverage of the World Expo by foreign media was essentially focused on the host city at large and/ or centred on the participation of its own country at the event. International journalists also analysed and often criticised their own national pavilions. The budget, design or balance between projected image and stereotypes that each pavilion epitomised were often at the heart of their own national media scrutiny.