EXPO 2010 SHANGHAI, CHINA

SUMMARY OF THE RESULTS

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

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

The Social Bench

2. THE DANISH PAVILION

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

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

The Danish pavilion from a distance

Entrance to the Danish pavilion

Exhibition: Tales of how we live

Exhibition: Tales of what we love

Exhibition: Tales of where we are going

Visitors taking a bicycle ride

Rooftop interactive water fountain

Pavilion rooftop

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

The Little Mermaid

Video installation by Ai Weiwei at Copenhagen Habour

Pavilion bicycle lane

3. VISITORS TO THE DANISH PAVILION

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

5.6 mill visitors in total(30,358 visitors per day)

3.1 VISITORS

168,000of the pavilion visitorshad an increased business interest in Denmark

80%of the pavilion visitors left witha positive impression

=8% of the total visitors to the EXPO site

Ms Karen Ellemann, Minister for the Environment, Denmark

3.2 VIP VISITORS

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

Mr Xi Jin Ping, Vice President, China

Mr Brian Mikkelsen, Minister for Economic and Business Affairs, Denmark & HRH The Crown Prince of Denmark

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

Denmark Day Reception

4. BUSINESS EVENTS

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

Denmark Day Gala Concert

5. CULTURAL EVENTS

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

Vejle Spring Team

Mermaid Music concert

Childrens Day performance

1,365 Danish news items

732 online news items

41 TV & radio appearances

592 articles in newspapers & magazines

6. MEDIA COVERAGE - DANISH

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

• 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

The Danish Pavilion from outside