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2005 World Exposition (EXPO 2005)
The 2005 World Exposition (EXPO 2005), being held March 25 - September 25 in Aichi, Japan, marks America's first return to the World's Fair since 1998 in Lisbon, Spain. After being absent from the 2000 World Exposition, President Bush made a commitment to Japanese Prime Minister Koizumi that the U.S. would be present at next year's EXPO. Regarded by both countries as a diplomatic effort, the U.S. Pavilion promised to be a considerable attraction with nearly 10,000 visitors expected per day over the six-month period from countries throughout the Pacific Rim and Japan.
OBJECTIVES
- Attract high-level corporate sponsors ($1MM+) including notable business, arts and cultural organizations.
- Build brand awareness for the U.S. Pavilion at EXPO 2005 on a national level.
- Build visibility at the state level in support of gubernatorial attendance and participation.
- Provide on-site support in Japan prior to and during the EXPO.
- Gain favorable coverage for the U.S. Pavilion and U.S. participation in a way that translates to "good PR" for the United States as a true international partner, and friend and supporter of Japan as the EXPO 2005 host.
PROGRAM
- Press Materials Development/Interactive News Room: Ruder Finn worked with the U.S. Pavilion to develop press materials and consistent messaging to be bulletproof from a credibility standpoint, and be distinctive and compelling to stand out as a leader at the EXPO.
- News Bureau: This program aimed to build visibility for the U.S. Pavilion and create value for the sponsors by introducing the organization to key reporters across the country. The bureau consisted of news announcements and feature story pitching for U.S. and international publications.
- Matte Release: Ruder Finn recommended drafting a matte release for placement of a "featurette."
- Radio Drive Time Tour: Ruder Finn recommended to supplement print, online and television coverage, with a Radio Drive Time Tour to help "spread the word," targeting major metropolitan cities.
- Japanese Public Relations: Upon review of the objectives of the U.S. Pavilion at the World Expo, Ruder Finn brought on a partner in Japan to provide media relations and on-site support at the EXPO.
RESULTS
- Before the start of the EXPO, Ruder Finn completed changes to the U.S. Pavilion Web site's newsroom and created a Japanese version of the site for Japanese press and public. Ruder Finn also developed press materials to complete the U.S. Pavilion media kit and deliver a consistent message to U.S. media.
- Top tier national publications such as the New York Times, Travel + Leisure, MSNBC Travel and Interior Design published feature stories on the U.S. Pavilion, a result of proactive media outreach by Ruder Finn.
- Local daily newspapers such as the San Francisco Chronicle, Washington Post, Philadelphia Inquirer and Miami Herald covered state participation at the U.S. Pavilion and economic opportunities for local businesses, further encouraging corporate sponsorships and cultural programming events for the EXPO.
- Ruder Finn also secured international coverage of U.S. Pavilion activities in top publications such as the International Herald Tribune, London Times, Sunday World Herald, Nikkan Kogyo Shimbun , Saita and Asahi Shimbun.
- To increase visibility with the American public, Ruder Finn wrote and distributed a matte release on the U.S. Pavilion World EXPO 2005. The matte release was issued at the beginning of the EXPO to build momentum around the start of the event, and was included in more than 25 U.S. newspapers.
- Ruder Finn conducted a Radio Drive Time Tour with Commissioner General Lisa Gable, reaching around two million listeners through nationally syndicated radio shows such as Powernomics.
- To fulfill Japanese local press needs, Ruder Finn partnered with Cosmo Public Relations, a leading Japanese strategic business communications and marketing consulting firm that was able to conduct media outreach onsite and create awareness of U.S. Pavilion activities in the Japanese market.
