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Shanghai Launches Global Promotion Campaign at Expo Milano 2015

June 16, 2015 Destination Global No Comments Print Print Email Email

The Information Office of Shanghai Municipality launches their new Shanghai City global promotion campaign, “Shanghai. Let’s Meet!” on June 9th at Expo Milano 2015. The launch phase of the campaign will run from June 9-18th as part of the Expo in Citta program of the 2015 Expo Milano.

The city campaign was developed to amplify a new modern vision of Shanghai, boost its cultural influence, and communicate its true emotional identity. The campaign slogan, “Shanghai. Let’s Meet!,” was shaped from Shanghai’s rich heritage as a place of cultural convergence.

Zhu Yonglei, Director General of Shanghai Information Office, said “Shanghai has always been open to the world. Our city has such a rich history of intersecting cultures and perspectives, which still remains true today. We believe that amazing things happen when these perspectives and cultures meet and that’s what we want to champion through this new global campaign.http://www.industryclub.com.au/

The campaign launch will focus on four initial themes: architecture (Shanghai. Where Architecture Meets.), cuisine (Shanghai. Where Cuisine Meets.), design (Shanghai. Where Design Meets.) and fashion (Shanghai. Where Fashions Meets.). 

Launch phase of the “Shanghai. Let’s Meet!” campaign is supported by a series of robust events and partnerships. The focal point will be Shanghai’s “City Impression” exhibition in the City Pavilion Sino-Italian Center of Expo Milano, open to the public in the city center, at Duca D’Aosta Square. This pavilion will host photos and designs curated by Alan Chan and Yann Debelle de Montby, inspired by the campaign concept. On June 10th, an opening ceremony will take place, unveiling the city campaign and exhibition. Through partnership with Milano Municipality, the campaign is bolstered throughout the city through outdoor ads and radio. Furthering the campaign is a Super Pixel Picture of Shanghai for audiences around the world to interact digitally.

For a more detailed overview and agenda of the campaign launch in Milan, please review the additional “Milan Initiatives” document found below.

Additional Quotations from Zhu Yonglei, Director General of Shanghai Information Office

“This campaign launch could not have been possible without the support of all our partners and, of course, our good friends in Milan. Through a like-minded vision for the beauty of Shanghai, we have created a global platform that truly represents everything the city has to offer.”

“We invite you to experience why Shanghai is ‘where we meet.’ The city’s rich history of intersecting cultures still remains true today, and it is this spirit that has given rise to today’s progress. Our campaign launch in Milan is the first step to bringing Shanghai’s unique character to life.”

Milan Initiatives

The Expo in Citta City Pavilion and Exhibition

The “Shanghai. Let’s Meet!” exhibition will be available to view at the City Pavilion Sino-Italian Center erected at Duca D’Aosta Square, one of Milan’s busiest thoroughfares. The pop-up pavilion is anExpo in Citta initiative, which has been designed to host selected cities and brands from China and Italy, encouraging cultural exchange in public space. The pavilion’s architecture, designed by Vudafieri Saverino Partners, draws inspiration from an Italian house and stages a showroom, living room and VIP food area. Shanghai is the first city to take up residency of the space and will use it as the main stage for the unveiling of the new global brand campaign.

Designers Alan Chanand Yann Debelle de Montby were selected to contribute to the exhibition space based on their strong ties to Shanghai. With “Shanghai. Let’s Meet!” as their inspiration, the designers each curate a room to communicate their stories and personal connections to the city.

Chan curates the pavilion façade and the public showroom, which acts as the main foyer in the pavilion. He debuts his Shanghai inspired “S Chairs,” which represents East and West, Past and Present, Classic and Contemporary, Craftsmanship and Technology, Men and Women, and the Ying and Yang.

Debelle de Montby designs the exhibition’s “living room space,” in a concept inspired by the moon to express “Shanghai by night” and “Shanghai by day.” Filling it with an assortment of Chinese antiques and modern-day curiosities, the room visually transports viewers from Milan to the city of Shanghai. In a special collaboration with Shanghai Watches, Debelle de Montby will also display the “Moon Watch”–a capsule collection of timepieces inspired by “Shanghai. Let’s Meet!”

360-Degree Rotunda

Alongside the pavilion, a Rotunda installation will be erected to showcase an ultra high-definition 360-degree panoramic view of Shanghai. The aerial images, which were taken from inside a helicopter, will provide the public with a realistic glimpse of Shanghai’s burgeoning skyline from Milan’s city center.

Opening Ceremony & Forum

An opening ceremony will be held on June 10 that the Hotel Gallia, with key members of the Shanghai Municipality and Milano Municipality, and officials from UN, UNESCO, UN Habitat, BIE, etc. in attendance.

A special signing ceremony between the Jing’an District Shanghai and Zone One Milano will also take place, binding the two as official sister zones. Famous for fashion, design, culture and tourism, these two districts will encourage future cooperation between Italian and Chinese enterprises, creating a stable link between Milan and Shanghai as emerging capitals of creativity and design.

A forum under the theme of “World Expo and Urban Development” will follow the opening ceremony. City officials, designers, artists and business leaders at the forefront of their fields will run a panel discussion on “Design to Live Together” as the main theme.

Shanghai Manual

The second edition of Shanghai Manual will also be launched on June 10th, as a collaborative effort by the United Nationals Department of Economic and Social Affairs (UNDESA), United Nations Human Settlements Programme (UN-Habitat), Bureau International des Expositions (BIE), Ministry of Housing and Urban-Rural Development of the People’s Republic of China (MOHURD) and Shanghai Municipal People’s Government. The Shanghai Manual collects cases of success stories and best practices of urban sustainable development from around the world to preserve the spirit and legacy of Expo 2010 Shanghai and promote the objectives of HABITAT III and Post-2015 Development Agenda.

Campaign Maximization in Milan

Through the close sister-cityhood between Shanghai and Milano, the campaign will be communicated across broadcast and outdoor initiatives across Milan. The “Shanghai. Let’s Meet!” creative takes over Milan’s key public spaces throughout June. In addition, two of Italy’s biggest radio stations, Milan FM89.8 and Rome FM89.5, will also host a special “Shanghai Radio Week” to coincide with the program.

Digital Activation — Shanghai Super Pixel Picture

Audiences are able to view Shanghai up-close with the Shanghai Super Pixel Picture, which digitally displays a 195giga pixel image of the city from the Oriental Pearl Tower, covering a 10km radius. The image constitutes a 360-degree panoramic photograph of Shanghai, with zoom-function to view street level at high resolution. Selected celebrities and citizens have collaborated on the project to map out their unique Shanghai experiences, sharing their stories for why Shanghai is “where we meet.” The H5 panorama will be shared on social media through Facebook, Twitter, LinkedIn, Weibo, Wechat and Email.

List of Campaign Partners

Organized by: 

Information Office of Shanghai Municipality:
The Information Office of Shanghai Municipality, is one of the departments of Shanghai Municipal Government for news release, media services and international communication. The office aims to showcase Shanghai in an objective and accurate way by offering a range of services to media from home and abroad, and organize promotional events worldwide.

Shanghai Jing’an District Government:

The Shanghai Jing’an District Government is a subsidiary branch of the Shanghai Municipal Government. The Jing’an District, which has a population of 330,000, is centrally located in downtown Shanghai and is a key business center for the city. The Jing’an District Government oversees the area’s social and economic development.

Mayor’s Office, City of Milan:

The Mayor’s Office works directly with Milan’s City Council, and is accountable for the strategic government of Milan in northern Italy. The Mayor’s Office also works closely with the community to guide Milan’s future growth and development.

Supported by: 

Expo Milano 2015:
Expo Milano 2015 is the Universal Exhibition that Milan, Italy, will host from May 1 to October 31, 2015. Over this six-month period, Milan will become a global showcase where more than 140 participating countries will show the best of their technology that offers a concrete answer to a vital need: being able to guarantee healthy, safe and sufficient food for everyone, while respecting the Planet and its equilibrium. In addition to the exhibitor nations, the Expo also involves international organizations, and expects to welcome over 20 million visitors to its 1.1 million square meters of exhibition area.

Consulate Generale d’Italia Shanghai:

The Consulate General of Italy in Shanghai is located in the heart of the city and is the subordinate to the Italian Embassy in Beijing. The Italian Consul was established in Shanghai to assist Italian citizens living within the city and also to facilitate trade and friendship between the two countries.

Expo in Citta:

Expo in Citta, sponsored by the Milan Chamber of Commerce, creates and facilitates a public calendar of events that will take place in Greater Milan during the Expo Milano 2015. Expo in Citta oversees the placement of Shanghai’s exhibition within the City Pavilion.

City Pavilion:

The City Pavilion is a Sino-Italian project aimed at increasing the collaboration between the two Countries. The public space will host a series of different exhibitions and displays throughout the Expo, with Shanghai taking up the first residency.

Produced by: 

RTG Consulting:
RTG is a full-service consulting firm specialized in providing strategy and creative services to the premium brand segment. With a team of over 70 consultants, RTG works with senior executives of brands entering and operating in the Mainland China market. RTG is the key agency for the campaign and developed the brand concept for “Shanghai. Let’s Meet!”

ELLE China:

Established in 1945 in Paris, ELLE is published in 46 countries, reaching a readership of over 21 million stylish, affluent women every month. ELLE China was the first high-profile international fashion magazine launched in China.  

Since then, the magazine has been a powerhouse for creating and leading new trends and styles, constantly helping shape the landscape of China’s fashion world. ELLE China has been encouraging urban women to discover their own personalities and pursue self-development. The magazine advocates a sense of elegance, enhanced by the idea of living for the moment informed by an expanding worldview.  

Today, ELLE China reaches six million readers every month. As the first semi-monthly edition of ELLE worldwide, ELLE China has also progressed to a variety of multimedia platforms, including ELLE magazine, E-publishing, ellechina.com, ELLEplus iPad & mobile, ELLE TV, ELLE Shop and ELLE credit card with over 2.1 million cardholders. 

ELLE always advocates creativity and embraces the latest trends in multimedia-platform reading. ELLE China is the key producer and media partner for the “Shanghai. Let’s Meet!” campaign.

Phoenix Culture:

Phoenix Culture Industrial Development (Shanghai) Co., Ltd, is a wholly owned subsidiary of Phoenix Satellite Television Holdings Group.

Phoenix Satellite Television was found in 1996 and it is a Hong Kong-based broadcaster that listed on the Hong Kong Stock Exchange. Seeking to promote a free flow of information and entertainment among Chinese worldwide, Phoenix features a broad mix of programs. Today, Phoenix has grown into a multi-national media enterprise with a global reputation and worldwide brand recognition. It owns six channels covering more than 188 countries and regions. Moreover, the Phoenix group runs a multi-media business, including magazine, Phoenix New Media, Phoenix Metropolis, Phoenix U Radio and Phoenix Culture. 

Phoenix Culture Industrial Development (Shanghai) Co., Ltd was established with the mission to build up an accelerator platform focusing on the development of Chinese culture, innovative design and fashion industry.

BIG Pixel Studio
Big Pixel Studio is a photography studio based in Shanghai, which specializes in taking ultra high-res images. Big Pixel Studio created the images used for the 360-degree rotunda and also provided the images for the Shanghai Super Pixel Map.

Sponsored by:

Union Pay International:

UnionPay International (UPI) is a subsidiary of China UnionPay focused on the growth and support of UnionPay’s global business. In partnership with more than 300 institutions worldwide, UnionPay International has enabled card acceptance in 150 countries and regions outside the Chinese mainland with issuance in 40 countries and regions. UnionPay International provides high quality, cost effective and secure cross-border payment services to the world’s largest cardholder base and ensures convenient local services to a growing number of global UnionPay cardholders and merchants. Union Pay is one of the major financial sponsors for the “Shanghai. Let’s Meet!” launch in Milan.

MAYSU is a high-end cosmetics brand of the JALA GROUP, a China-based company, dedicated to providing world-class cosmetics products and services. MAYSU is committed to satisfying Chinese women’s pursuit of beauty by adhering to the concept of integrating Oriental aesthetics with state-of-the-art technology. MAYSU’s products are specially designed and formulated to stimulate all of the senses, in order to deliver a higher level of sensational experience and performance. MAYSU is committed to inspiring beauty among modern Chinese women, giving them an unmatched sense of confidence and unique charm. MAYSU is one of the sponsors of the “Shanghai. Let’s Meet!” campaign launch in Milan. 

The Bund Finance Center (BFC):

The Bund Finance Center (BFC), located in Shanghai’s financial belt, is a mixed-use complex which holds the Family Wealth Management Office and Corporate Headquarters, a museum and concept stores for international brands, a luxury shopping mall, a boutique hotel and an arts and cultural center. The BFC is one of the major financial sponsors for the “Shanghai. Let’s Meet!” launch in Milan. 

Designed by:

Alan Chan Design Co.:
Alan Chan is a Hong Kong-trained graphic designer who has achieved international recognition. During his 40 years in advertising and design, he and his company have won more than 600 local and international awards. In 2002, he was awarded Medal of Honour (M.H.) by the Government of the Hong Kong SAR. In 2008, he was also appointed as the Visual Arts Advisor by the National Centre for the Performing Arts in Beijing. For this project, Alan assisted in curating the exhibition at the City Pavilion.

Dream Manufacturer:

Yann Debelle de Montby leads Dream Manufacturer, a consultancy company aimed at helping Chinese and foreign luxury brands build or re-build their image through a new and creative approach of luxury experience. Yann Debelle de Montby specializes in interior design to image and communication. For this project, Yann assisted in curating the exhibition at the City Pavilion.

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