1. PR for Intercultural Projects
Case: Germany and China – Moving Ahead Together
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2. Customer
Goethe Institute China, Beijing
Lead agency for EXPO 2010 Shanghai (January - June 2010),
Coordination of communications for a smaller related project
since autumn 2008
Assignment
Germany and China – Moving Ahead Together,
Station EXPO 2010
Responsible for all communications and media relations during
EXPO 2010 and coordinating communication with project partners
Concept/Idea
Communicate the German-China House as the smallest but most unique site at EXPO 2010
and as a symbol for cooperation and mutual understanding
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3. Description
• The largest event series Germany had ever organized abroad
• For three years, the German Ministry of Foreign Affairs together with the Goethe Institute
presented the initiative „Germany – Land of Ideas“ and the APA in Chinese megacities,
providing a modern view of our country as well as ideas for sustainable urban development
• With the German-Chinese House (made completely of bamboo) this initiative was the
smallest presence at the EXPO
Patronage: German (ex-)president Horst Köhler and Chinese
president Hu Jintao
Partners: Allianz, BASF, , Bosch, Daimler, Deutsche Bank,
Deutsche Post DHL, Siemens, German Ministry for Education
and Research
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4. „Deutschland und China –
EXPO 2010
Media Events: Kids Reporters were the Highlight
The winners of the Children‘s University for “Kids Reporters“
organized by DuC and DAAD interviewed former German president
Horst Köhler
Visits are Occasions
Press conference at the occasion of the
“German-Chinese Year of Science and Education“
with China‘s science minister Wang Gang,
and Germany‘seducation minister Annette Schavan
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5. „Deutschland und China –
EXPO 2010
Integrated Communication
• Media partnerships, e.g., with People’s Daily Online
• Publication of brochures and videos
• Online communication
Brand-new exchange progam
Discovery Tour „See my country with my
eyes“: German and Chinese journalists
go on a research trip together and
take turns reporting on each other‘s
country.
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6. Results
• Participation of 244 international journalists at 16 media events
• Initiative was mentioned 650 times in the media (national and regional print and online
media, TV and radio)
• Large media resonance for the German-Chinese House and the event series (for example,
through an interview with (ex-) German president Horst Köhler by youth reporters:
„The interview, conducted by Sophie and her Chinese friend Ding Lan, marked
the climax of German president‘s official EXPO visit…“
China Daily, 20 May 2010
• Blog posts and media coverage about the different experiences during the Discovery Tour
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7. 客户
瓦尔特中国（上海），亚太地区总部
任务 www.storymaker.cn
• 负责组织 2011 中国国际刀具技术研讨会
• 负责组织“十五年 助力中国造” 瓦尔特中国 15 周年新闻发布会
• 负责邀请中德 VIP 参加 15 周年庆祝晚宴
• 出版企业通讯
• 负责组织 15 位中国记者团赴德国“探索瓦尔特”， 参观了 EMO2011 ，瓦尔特总部、工厂及其
合作伙伴，还参与了相关文化活动，对德国的创新文化进行了深入了解。
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