Post Shanghai Expo: Halo or hangover? It's not too late.

China’s ambition to host a world fair began as early as the 19th century, when forward-thinking intellectuals dreamed that the historically closed country would one day join the international community.

That dream was realised with the opening of Shanghai Expo 2010 in May.

The prospect of 190 countries, 50 international organisations, hundreds of foreign leaders, celebrities and 70 million visitors converging on the banks of the Huangpu River over six months generated significant excitement among countries and sponsors.

But with the 31 October closing ceremony now approaching, participants are (or should be) starting to ask themselves, “Was it all worth it?” After the Expo, will they wake up with a stinging hangover or extend the halo they have created?

With half a million visitors daily and plenty of momentum for the remaining two months, the Expo is, and will be, the largest human gathering in history in terms of physical visitors to the actual site.

The inevitable comparisons with the Olympics and World Cup are trite. They are both true global events watched by billions. The Expo is basically a local event that allows countries and sponsors to interact with their audiences in a far more experiential way, building long term perceptions.

When the pavilions are torn down and the tourists return home, all that will remain are memories. And it is not difficult to imagine, two decades from now, multitudes of middle-aged, middle-class Chinese reminiscing about their childhood visit to the Expo, just as many middle-aged Americans remember their visit to the 1964 New York World’s Fair.

Weber Shandwick has helped destinations such as New Zealand, Israel, Texas and Madrid, and corporate brands including General Motors, Metro Cash & Carry, Marvell and Ecco, appeal to stakeholders in China using pavilions and sponsorships as a home base.

Israel seeked to develop stronger bi-lateral ties with China by raising awareness among potential business partners. According to data released by the Israel Export and International Cooperation Institute, the country's message of creating complementary technology partnerships with China to explore solar energy, medical devices and the like is resonating. The data for the first half of 2010 indicates that China, which was previously ranked 11th among Israel’s export destinations, is now rated 5th with US$755 million worth of exports, a 115 per cent increase compared to 2009.

The Expo has given corporations an opportunity to influence partners critical to their long-term business success in China. Weber Shandwick helped Metro Cash & Carry launch a food traceability exhibit at the Dusseldorf Pavilion that targeted a spectrum of stakeholders throughout the company’s entire 'farm-to-fork' supply chain including media, the hospitality sector, universities, farmers, suppliers and even chefs. In short, it was a platform to show that Metro was helping China deliver safer food to consumers, a key priority for the government.

In the immediate wake of the Expo, countries and sponsors should consider leveraging the halo-effect created at the Expo, as long as it’s kept fresh. Countries and sponsors need to take those relationships formed, innovations introduced, promises made, lessons learned and morph them into their China strategy. Otherwise, what was the point of the Expo?

General Motors has a history of using world fairs as an avenue to introduce breakthrough technologies and Shanghai is no different. The company used its presence at the Expo to discuss new technologies around its platform 'Drive to 2030'. As part of these activities it launched the revolutionary Chevrolet Volt and created the Electric Networked Vehicle (EN-V), a pod-like vision of a possible future that allows autonomous driving and massive reductions in pollution.

It also conducted six forums with global experts sharing their views on future urban mobility. At the end of the forum series, GM will issue its 'Roadmap to 2030' Blue Paper. The paper will provide a path that encompasses GM’s vision and contributions to the solution of sustainable mobility.

In a long-term, the real measure of success for a brand’s Expo sponsorship is whether it capitalises on its investment. From what I see today, most participants are in danger of dropping the proverbial ball after the Expo and ending up with nothing more that a hangover for shareholders or taxpayers. 

But it’s not too late if you act now.