As of 11:28 pm June 5th, the Shanghai World Expo has had over 10 million visitors, including 3.5 million group visitors. On June 15th, the second day of the Dragon Boat Festival holiday, the Expo had 552,000 visitors according to the results of ticket sales and broke the highest daily record of 524,900 on June 5th.
World Expo lasting for over 180 days is the perfect opportunity for enterprises to present themselves and promote brand value. In order to provide the best platform for enterprises to set up brand communications, CCTV produced relevent advertising products, gaining more popularity at home and abroad.
For example, CCTV’s Live Broadcasting Theme Kit of the Shanghai 2010 World Expo with integration of live broadcasting and the special reporting resources of CCTV-1 and CCTV-News during the World Expo. was quickly purchased by Yili, Bank of Communications, China Merchants Bank, Mengniu, Chang’an Auto, BROAD and STRONG.
As the “Exclusive Official Dairy Products Provider of the World Expo”, Yili Expo Milk has become a star of dairy products in the market and provided high-quality dairy products for 70 million visitors around the world. Yili Chairman Pan Gang said that the World Expo not only laid testament to Yili’s product quality and strong commitment to improve quality, but more importantly it also brought the opportunity for us to increase our brand value and core competence .’
BROAD, founded in 1988, is the sole private enterprise among the worldwide partners of the World Expo. As the official air conditioning, circulation and air purification product supplier and service provider of World Expo this year, BROAD’s products can be seen all over the Expo area. BROAD general manager Wu Bin said that the brand effects brought to BROAD by World Expo are far more than the input. “Mercedes-Benz achieved instant fame at the World Expo, and we would also like to do so. This is our most important goal”, said Wu Bin.
Meanwhile, advertising products such as the P&S of the 2010 Legend of World Expo film advertisement by CCTV-1 and the 2010 Glamorous World Expo sponsored broadcasting are deeply focused and appreciated by corporate brands. Many enterprises have achieved market competitive advantage through CCTV World Expo advertisements and improved their brand values.
In addition, CCTV’s Advertising Department has sent out staff to the front lines of the World Expo for the first time to discover Expo highlights, produce individualised advertising solutions fully linked with client’s requirements, and consistently present advertising products such as “2010 Daily Expo by CCTV-News” and “2010 Shanghai World Expo Studio by CCTV-News”. CCTV’s efforts in this area have achieved favourable comments by enterprises worldwide.