2. 1. EXPO 2010 Shanghai, China
2. The Danish pavilion
3. Visitors to the Danish pavilion
4. Business events
5. Cultural events
6. Media coverage
7. Awards
CONTENT
3. The event lasted 184 days from 1 May to 31 October 2010
The theme was ‟Better City, Better Life‟
73 milion people visited
246 Official participants:
190 countries
56 international org.
1. EXPO 2010 SHANGHAI, CHINA
5. The pavilion with the theme „WELFAIRYTALES‟ - a
contraction of the words: welfare and fairy tales - presented
new images, new ideas and new knowledge of how Denmark
combines sustainable cities and a high quality of life.
It was an opportunity for visitors to experience the feel of a
Danish city firsthand.
2. THE DANISH PAVILION
6. National
Partners:
The total budget was DKK 150 million.
The investment was done as;
75 mill by the government, 50 mill by the fond
Realdania & 25 mill by private partners
Close collaboration with:
8 national partners
30 exhibition partners
2. THE DANISH PAVILION
15. At the heart of the Danish pavilion was the harbour pool with
the Little Mermaid.
From the idea of “sharing what you love”, the Little Mermaid
had travelled abroad for the first time ever, and she
represented a gesture of cultural generosity and an invitation
to cultural dialogue between China and Denmark.
While the Mermaid was in Shanghai, a video installation by Ai
Weiwei took her place in Copenhagen. Both of these cultural
exchanges have been significant successes in terms of the
publicity and communication of the Danish EXPO concept.
2.1 THE LITTLE MERMAID
19. There are 3 different types of visitors to an EXPO:
• Ordinary visitors are private persons, families,
school classes
• VIP visitors are high ranking persons and decision makers
• Easy access service is arranged for official and business
delegations
3. VISITORS TO THE DANISH PAVILION
20. 5.6 mill
visitors in total
(30,358 visitors
per day)
3.1 VISITORS
168,000
of the pavilion visitors
had an increased
business interest in
Denmark
80%
of the pavilion
visitors left with
a positive impression
=
8%
of the total
visitors to the
EXPO site
21. Ms Karen Ellemann, Minister for the Environment, Denmark
3.2 VIP VISITORS
22. 9 high ranking Danish VIP visits
• HRH The Crown Prince of Denmark
• HRH The Prince Consort of Denmark
• 7 ministers
13 high ranking foreign VIP visits
• 3 royal
• 1 president
• 1 vice president, Mr. Xi Jin Ping
Vice President of China
• 8 ministers
+ Province mayors, ambassadors etc.
3.2 VIP VISITORS
24. Mr Brian Mikkelsen, Minister for Economic and Business Affairs, Denmark & HRH The Crown Prince of Denmark
25. Easy access service works on a reciprocal principle
between the pavilions. The service provide easy access and
guided tours for the pavilion‟s VIPs and other special guests.
3,800 incoming visits
of which 1,000 guided tours
accommodating 45,900 persons
420 outgoing visits & guided tours
arranged for 6,700 persons
3.3 EASY ACCESS
27. The Danish business center was used 105 days out of
184 days. 39 Danish companies successfully hosted
4,665 guests at various events such as;
• Business meeting/briefings
• Seminars
• Symposia
• Press conferences
• Product launches
• Mini displays
• Fashion shows
• Business lunches/dinners
• Receptions
• Customer relations
• Stakeholder days
• Employee and family days
4. BUSINESS EVENTS
29. 60 cultural events were hosted, and among those were the
National Day, the Birthday of the Little Mermaid & Children‟s
Day.
Under the headline „Mermaid Music‟ the pavilion staged a
concert every week. A total of 30 Danish bands performed.
5. CULTURAL EVENTS
33. 1,365 Danish news items
732 online news items
41 TV & radio appearances
592 articles in newspapers & magazines
6. MEDIA COVERAGE - DANISH
34. 1,181 Chinese news items
282 online news items
129 TV & radio appearances
400 reporters, cameramen, photographers
770 articles in newspapers & magazines
200 interviews given
+
6. MEDIA COVERAGE - CHINESE
35. • EXPO 2010 Bronze award for Best Pavilion Design
• Creative Circle Award
• EXHIBITOR Magazine‟s EXPO 2010 Awards;
Best Pavilion (Honorable Mention) & Best Exterior Design
7. AWARDS
