ProChile (the Chilean government agency that focuses on exports) hired a Chinese marketing agency called BraiNet Communications to conduct market research on Chile's image in China and carry out activities to improve this image. My favorite slide is #8, which I have included in my own speeches. It might be interesting to anyone interested in China-Chile trade, exports, the wine industry, tourism, and nation branding in general.

1. Chile New Country Image
Promotion Campaign
In China
May 16, 2007
Page 1

2. Agenda
Brief introduction of China Scene
Perception of Chile Before The Campaign
Key Challenges & Our Strategy
The Result Of Activities We Have Done
Media Interview
Chile New Country Image Launch Reception
Surprising Chile Trip
Chile Festival
Page 2

3. China Scene Overview
Page 3

4. The People’s Republic of China
Area : 9.6 million sq.km
Capital : Beijing
Population : 1.3 Billion
Family
Households : 371 million
Average HH size : 3.36
Per Capita Income
: urban RMB 9421.6
(US$ 1177.7)
Rural RMB 2936.4
(US$ 367.5)
Page 4
Source: China City Statistical Year Book 2005

5. Administrative Areas
4 Municipal Cities ( Beijing,Shanghai, Tianjin, Chongqing)
23 Provinces ( Including Taiwan )
2 Special Administrative Regions ( Hong Kong, Macao )
5 Autonomous zones
268 cities at prefecture level
374 cities at county level
Page 5
Source: China City Statistical Year Book 2005

6. 0
20
40
60
80
100
He
120
Million
na
Sh n
an
do
ng
Sic
Gu huan
an
gd
on
g
Jia
ng
su
HE
B
Hu
na
n
An
hu
i
Hu
be
Gu i
an
gx
Zh i
eji
Source: China City Statistical Year Book 2005
an
g
Yu
nn
an
Jia
ng
xi
Lia
on
ing
Gu
He izh
ilo ou
ng
jia
ng
Population by Region
Fu
jia
n
Sh
aa
Ch nx
on i
gq
ing
Jili
n
Ga
Ne ns
im u
en
gg
u
Xin
jia
ng
SH
BJ
T
Ha J
ina
n
Nin
gx
ia
Qi
ng
ha
i
Tib
et
Page 6

7. RMB
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
0
SH
BJ
Zhejiang
Guangdong
TJ
Fujian
Jiangsu
Tibet
Shandong
Chongqing
Guangxi
Source: China City Statistical Year Book 2005
Hunan
Yunnan
Hubei
Hainan
Liaoning
HEB
Xinjiang
Sichuan
Neimenggu
Jilin
Shanxi
Henan
Jiangxi
in Urban Residents by Region
Shaanxi
Anhui
Qinghai
Heilongjiang
Gansu
Guizhou
Ningxia
Per Capita Annual Disposable Income
Page 7

8. Total Media Spending 2000-2006
Media spending keeps growing
RMB: Million
TV Newspaper Magazine
450,000
+22%
400,000
350,000
+21%
300,000
+32%
387
250,000 +42% Billion RMB
200,000 +42%
150,000 +22%
100,000
50,000
0
2000 2001 2002 2003 2004 2005 2006
Page 8
Source: Nielsen Media Research

9. China Media Overview
A huge number of consumer choices
3,572+ TV Stations 1,049 Newspapers
93,889+ cinema
1,414 radio stations
7,583 magazines
Page 9

10. What’s The Perception Of
Chile In Shanghai
Local Citizen’s Mind?
Page 10

11. White Collars
They Said …(video) Percentage
No 74.1%
Not Much 21.7%
Do you know Chile
Yes 3.2%
Geography 63.7%
The way you Media（TV, Magazine, 29.2%
Internet）
know Chile Business Contact 5.1%
Life experience 2.1%
No special impression 44.3%
Your Geography（narrow, in south
hemisphere, remote) 31.1%
impression Soccer (Salas & Zamorano) 12.4%
of Chile Heat 3.6%
Mature Male Mid-aged 35.2%
Pls. describe Hard to say 30.1%
Chile as a Female Adult 19.7%
person An open-minded, handsome,
passionate, young man 11.3%
An outspoken young man full
of vitality
6.2% Page 11

12. Businessmen
They Said…
(See attached folder: Local Chinese interview; File: BusinessmenDVD_2)
“I prefer to do business to credible countries”
“Korean people do not do business in the same way as shown in the TV series.
They are not trustworthy. I will never do business with them again.
“Economy is not stable in South American countries. I am worried whether I can
cash their letters of credit .”
“Chile, I traded fish powder with them. Nice people, straightforward.”
“I did business with Brazil & Argentina. They were lazy. And the efficiency was
very low.”
“Indian people are clever when doing business. Their price is not flexible, but
they are credible.”
Page 12

13. Journalists
Impression No 76%
impression
of the
Country Geography/resou 24%
rces/Soccer
Trade & No idea 82%
business
conditions A little 18%
Hard to say 79%
Trade &
business Good 21%
prospects
No idea 73%
Media
reports
I know some 27%
Trade &
commerce 63%
Future
reportTravel & business 37%
services Page 13
perspectives

14. Unfortunately,
They
Don’t
Know
Chile
Very
Much
Page 14

15. NegativeLatin America
Voice
And… There Are Some
About
- “Economy Latin-
Americanization”
Economy Latin-Americanization refers to the
unbalanced development of the Latin American
countries
In 2004, media & scholars brought up the issue.
The topic aroused media discussion & set a model
for China to avoid the trap
Page 15

16. How To Became
A Well-Known Country Brand
In Chinese People’s Mind?
Page 16

17. The
Challenges
We Have To Face
Basically most of Chinese people know nothing
about Chile
Low interest in a country far away from China
Some negative perception of South America
Page 17

18. First Of All
We Need To
Enhance The
Global Promotion Message
With Local Touch
Page 18

19. Chile, All Ways Surprising
The Local Interpretation
Chile is
Modern, Open-minded, Reliable And Passionate
Where opportunity and entrepreneurship converge
Chile has
world-class infrastructure and an impressive record
of success that can support achievement of
ProChile’s goals and objectives
Page 19

20. Page 20

21. It’s Not Only What Kind Of
Country Chile Is But Also
How To Promote It That
Will Change People’s
Perception
Page 21

22. We Need To Build A Long Term Structure To Meet The Objective
This Year … And Sustain It In The Years To Come
The Public
Officials Importers
Investors Travel
Analysts Agencies
Media
Page 22

23. Plan
Branding
For
Chile
Page 23

24. How Strategy
To
Promote Step Step
By
It ? Warm-up Wave 1 Wave 2 Wave 3
Media Notice Relations Knowledge Experience
Hand
In
Target
Consumers
Awareness Interest Experience
Hand Industry
Professional
s
Influence Experience
Page 24

25. A Full Picture Of The Campaign
Dec15 06 - Jan 15th - Feb 28th Mar 1 – Apr 07 April - May 07
Phase Jan14’07 ‘07
Target WAVE 1 WAVE 2 WAVE 3
WARM UP
Chile’s New
Media Interview &
Media Special Column Country Image
Launch
Chile
Festival
Surprising Trip with media
Industry Chile’s New reporting by TV
Professiona Country Image Broadcasting &
l Launch newspaper feature articles
Chilean
product
promoti
on
Targeted Palolo’s Sculpture
Exhibition
Consumers
Page 25

26. Warm-up Objective: To Build Up A Positive
Media Tone Via Media Interview
Page 26

27. To Start The Country Image Promotion
in China, We Built Up
A Positive Media Tone First
I. Visited & Communicated With :
a) Latin America Department of China Foreign Affairs Ministry;
b) Foreign Affairs Ministry Of Shanghai Municipal Government;
c) Scholars from Latin America Study Of China Social Science
Institute to collect detailed information of Chile’s economy,
politics, society, culture, etc
Page 27

28. I. Arranged One Round of Feature Releases Through Top 4 Chinese
Economical & Financial Media:
Beijing
• 21st Century Herald - Circulation: 498,000
• The Economic Observer - Circulation: 600,000
• China Business - Circulation: 600,000
Shanghai
• China Business News - Circulation: 428,000
II. So As To Build Up A Positive Media Tone For Following Activities And
Arouse Media Attention
The key objectives & messages :
1. Establish Chile as a modern, open-minded and reliable country;
2. Deliver the key surprising messages to Chinese influential media, e.g. fast
developing economy, transparent trade disciplines , great achievements in foreign
trade, and fantastic agricultural products, salmon, wine and grapes
3. Raise the attention and interests of Chinese trading corporations through the media.
Page 28

29. Execution Mechanics
Interviewer Interviewee
Beijing: Nov14th’2006 Beijing
21st Century Herald Chilean Ambassador to China
The Economic Observer
China Business
Shanghai: Nov21st’2006 Shanghai
China Business News Director – Chilean Commercial
Office / Trade Representative to
Shanghai
Page 29

30. The Result
All these 4 media published big and in-depth articles of the
interviews. Furthermore, these 4 articles are reshipped by other
on-line media as well.
All these articles are positive and have delivered rich
information about Chile.
It successfully gave a warm-up for the coming New Country
Image Launch event and inspired more Chinese
entrepreneurs in going to Chile for business opportunities.
Media interview report
Page 30

31. The Economy Observer:
Circulation: 600,000
Business First,
Then to Be Friends
Page 31

32. 21st Century Business Herald:
Circulation: 498,000
Reyes Matta, New Chilean Ambassador to China, says
Huge Energy Plan in Chile Waiting for China’s
Participation
Page 32

33. China Business:
Circulation: 600,000
FTA Business Opportunities of Chile Sample
Page 33

34. China Business News:
Circulation: 428,000
Chilean Director Commercial
Office Trade Representative in
Shanghai says,
Chile would like to be gateway
for China’s entry into Latin
American countries
Page 34

35. After Warm-up, We Also Further Inspired
The Media
Page 35

36. Wave 1 Jan 15 – Feb 15
To Inspire
The Media Chile New Country Image Launch
We
Connected
I. Chinese Elite Gifting Program
With Them In II. Online Quiz
A Surprising III. “ New Image Launch Media Reception”
Way
• Part 1: Launch reception event
• Part 2: Palolo’s sculpture exhibition
Page 36

37. Chinese Elite
Gifting Program
Page 37

38. Objectives & Mechanics
Objectives
Build up relationship with government officials, scholars, media, business
partners and opinion leaders
present Chile & its leading export products :
Chilean wine
Chilean salmon
Chilean grape
Mechanics
Special Chile Gift: The target Chinese elite group will receive a premium
gift pack from ProChile Shanghai office, with:
A bottle of high-grade Chilean wine
2 well printed handicraft plates to introduce salmon and grapes
Page 38

39. Target Groups
Government officials from both Chile & China
Relevant industries and businesses partners
The target journalists from Shanghai Media
Opinion leaders of local Chinese
Scholars from Latin America Study institute or Fu Dan university
Page 39

40. Gift Pack
Page 40

41. Key Gift Receivers List
– Media（58 Journalists）
Page 41

42. Online Quiz
Page 42

43. Objectives & Mechanics
Objectives
Lead media to a better understanding of Chile in an interesting way
Encourage people to participate in the quiz with attractive awards
Mechanics
Upon receiving the invitation, media journalists sign up at the
website with the website link , specific user name and password
on the invitations
Choose the answers to all questions
Rank the players according to who using the shortest time to
finish the game
Award the top 10 players with prizes: Chilean products-- wine,
Period: Feb 7-28, 2007
Target：Journalists of the key 56 media in Shanghai
Participation Result:
The journalists of the 56 media all participated in the online quiz &
had a better knowledge & understanding of Chile Page 43

44. Website – Log-in
Page 44

45. Website – Home Page
Quiz
Prizes
Information &
about Chile Sponsors’
Introduction
Page 45
Game Rules Player Ranking

46. Website - Quiz
Page 46

47. Website – Information about Chile
Page 47

48. Participation Summary
The journalists of the 56 media all participated in the online quiz & had a
better knowledge & understanding of Chile between Feb 8~28, 2007.
Page 48

49. Chile New Country
Image Launch
Part 1 – Launch Event
Page 49

50. Objectives & Venue
Objectives
To officially announce and promote the New Chile Country Image Chile, All
Ways Surprising! among the target journalists
To deliver the key image message to the public through media
Event Venue
Location: No.4 exhibition hall, 2nf floor, Shanghai Art Museum
Event Schedule
Time: 6:30 – 9:30 pm, Feb 13, 2007
Target Groups
Government officials from both Chile & China
Relevant industries and businesses partners
The target journalists from Shanghai Media
Opinion leaders of local Chinese
Scholars
Page 50

51. Key Challenges
1. How to fully utilize the feature of the 100 meter long exhibition
hall to well demonstrate Chile - the longest country and its world
leading export products, people & the variety of natural scenes
2. How to surprise and deeply impress the participants from different
ways & angles within 3 hours launch reception
Page 51

52. Chile New Country Image
Launch Reception
Summary Result
Page 52

53. Summary - VIP Guests
The VIP guests from Chile
Mr. Fernando Reyes Matta, Chilean Ambassador in China
Mr. Richardo Vargas Zamorano, Chilean Consul General in Shanghai
Mr. Ernesto Lagos de la Cuadra, Chilean Comercial Consul in Shanghai
The Chinese VIP guests
Mr. Fu Ji Hong, Vice Director of Foreign Affairs Office of Shanghai
Municipal Government；
Mr. Jin Liang, Vice President of Shanghai Federation of Industry &
Commerce
Mr. Huang Shikang, former Chinese Ambassador to Chile
Mr.Zhao Mian Chi, Diector of the Shanghai Art Museum
Page 53

54. 4 Key Successful Factors
1) Outstanding Creative designs
2) Quality & high standard production
3) Accurate & vivid information delivery
4) Careful & smooth execution & control
Page 54

55. 1) Outstanding Creative Designs
Big Big Big
Screen Screen Screen
Desert Santiago Night view & Forest Andes Glacier
Ocean Mountains
Page 55

56. 2) Quality & High Standard Production
Page 56

57. 3) Accurate & Vivid Information Delivery
Focused on the key message: Chile, All Ways Surprising!, the whole event
successfully delivered Chile’s new country image & the knowledge of Chile
to the guests through the Ambassador’s surprising appearance through an
Easter Island statue, the surprising parades, the surprising gift packs,
Chilean buffet, & Palolo’s unique sculptures.
Page 57

58. 4) Careful & Smooth Execution & Control
Opening speech by the famous TV MC Ambassador walking out of the statue Speech by Ambassador
Speech by the Chinese VIP Video speech by Palolo Speech by Director of ProChile Shanghai
Page 58

59. 4) Careful & Smooth Execution & Control
Chilean Culture Dance Live band & salmon parade
Wine parade “Penguin from Chile” Show Launch of
Chile’s new country image logo
Page 59

60. Chile New Country Image Launch
Part 2 – Palolo’s
Sculpture Exhibition
Page 60

61. Objectives & Execution Details
Objective
Show Chile’s culture & art to the people in Shanghai by leveraging the
famous Chilean artist and his works
Period:
Feb. 15~28, 2007
Location:
Square & Hall No.4 of Shanghai Art Museum
Promotions for the exhibition:
Exhibition introduction & promotion on Shanghai Art Museum’s website
Advertise the exhibition information on the huge outdoor signage outside
the Museum building
Free exhibition brochures for the visitors
Page 61

62. Palolo’s Sculpture Exhibition
Summary Result
Page 62

63. Website Introduction & Promotion
Page 63

64. Outdoor Signage Ad
Page 64

65. Free Brochure for the Visitors
Page 65

66. Exhibition on the Square & In Hall No.4
Page 66

67. Summary Result
Total 38,000 Visitors
Page 67

68. PR Exposure
For Both The Launch Reception &
Sculpture Exhibition
Page 68

69. PR Activities
1. Pre-event
Before the press conference, arrange a media gathering to pre-brief
the key media. Distribute media invitation letters and invite media to
participate in the online quiz.
2. Ambassador Interview on the day of launch reception
3 top business print media and 1 TV channel interviewed Chilean
Ambassador to China before the launch reception started.
3. Total 56 major media in Shanghai were invited to attend the launch
reception, including:
• 42 print media (Newspaper & magazine)
• 4 TV media
• 4 radio stations
• 6 website portals
Page 69

70. Results of the PR Activities
1. Pre-event
Journalists from 10 key media joined the media gathering, and received
in-depth information regarding the program background, key message
and key activities etc.
2. Ambassador Interview on the day of launch reception
7 articles were published, including 6 print clips and 1 TV clip.
3. Chile New Country Image Launch Reception PR Report
So far, 35 articles have been monitored. including 21 print clips, 3 TV
clips, 4 radio clips and 7 website clips.
Page 70

71. Wave 2
- Chile Wedding Trip &
Its Media Exposure
Page 71

72. Objectives:
To fully arouse media & young target’s attention
by leveraging the specially planned “Surprising
Trip”
To demonstrate the “Chile—All Ways Surprising”
concept throughout the whole program
Coverage:
Shanghai (as the core area)
Page 72

73. Description
Demonstrate the meaning of the MARRIAGE between
China & Chile’s FTA taking effect by showing the wedding of
a Chinese couple in Chile
Present Chile’s people, places & products in multi-
perspectives through the whole process of the wedding trip
Attract public’s attention by the special ceremony & the
surprising programs during the wedding trip
Page 73

74. Summary
Media Exposure Strategy
Cooperated with 2 TV programs and 1 popular lifestyle newspaper to:
Announce this exciting news & recruit candidates
Report and broadcast the wedding trip
Introduce the Chilean traditional food, salmon fish, beautiful
landscape to the local audience
Page 74

75. Summary
TV Partner - Channel Young
The most popular fashion and lifestyle TV channel in Shanghai. Full
coverage in Shanghai (over 3 million households) & in almost all the cities
in Yangtze Delta.
Cooperated TV Programs:
Style Today - The biggest and most influential fashion TV program brand
in China. Program rating is ranked as top 2 among all programs at same
timeslot in year 2006.
Nice Wedding Day - The 1st TV entertainment program and TV
information platform for marriage & wedding in Shanghai
Newspaper Partner – Shanghai Times
The most popular fashion and lifestyle for young and office worker
newspaper with over 450,000 total circulation in Shanghai.
Page 75

76. Summary
Phase II-Wedding ceremony（ Mar 12 - 19 ）
Arrival D1 – Arriving in Santiago
Visited Pro Chile Santiago office and exchanged gifts with
Mr. Guillermo Garrido.
Visited famous Chilean artist Palolo’s home and his studio
City tour in Santiago: Palacio de La Moneda, La Plaza de
Armas, Cerro San Cristobal, Las Condes Financial District.
Page 76

77. Summary
Phase II-Wedding ceremony（ Mar 12 - 19 ）
D2 – Wedding Ceremony at Concha y Toro winery
Wedding with Chilean top official Mr. Guillermo Garrido’s
witness: wedding at Concha y Toro winery close to Santiago
Ceremony
with Chilean top official being the chief witness
Wedding party: Hosted by Concha y Toro winery, the
party brings the couple authentic Chilean wedding custom &
Chile national dancing, wine and the traditional BBQ .
City tour in Valparaíso
City tour in Vina
Page 77

78. Summary
Phase II-Wedding ceremony（ Mar 12 - 19 ）
Honeymoon Trip
Honeymoon D3 - Puerto Montt
Trip Visited seafood market
Visited AquaChile Salmon Farm
Page 78

79. Summary
Phase II-Wedding ceremony（ Mar 12 - 19 ）
Honeymoon
Honeymoon Trip
Trip
D4- Puerto Varas
Visited Vicente Pérez Rosales National Park, Petrohue
waterfalls
German Town
Page 79

80. Summary
Phase II-Wedding ceremony（ Mar 12 - 19 ）
Honeymoon
Honeymoon Trip
Trip
D5- Santiago
Visited the fruit company RIO BLANCO
Had romantic dinner at a famous restaurant
D6- Santiago
Back to Shanghai
Page 80

81. Media Reporting
Trip Report TV Report NP Report
Channel Young •Chilean
Trip report Trip Story report “Nice Wedding Day美丽嫁期” Wedding
4/6
- + + • World leading
export
End Apr Trip Feature Release Channel Young products
• Chilean food • Couple’s trip
• Winery Style Today 今日印象 diary
• Beautiful landscape
Page 81

82. Summary
1. Media report before the trip
Total 7 releases have been monitored, including 3 TV clips and 4 print
clips.
2. Media report after the trip
5 TV clips have been monitored, including 3 10 mins long TV feature
stories, 2 TV special reports on Chile seafood, winery and the German
town.
3 full page and half page feature story on 2 most influential newspaper
in Shanghai have been monitored.
2 reports on website have been monitored
Page 82

83. Summary – Media Exposure
No. Headline Media Date
Media Report In Shanghai (Before Trip)
TV(3)
Channel Young
Chile Introduction & Candidate Recruitment 2007-2-23
--Nice Wedding Day
Channel Young
Chile Introduction & Candidate Recruitment 2007-3-2
--Nice Wedding Day
Channel Young
Contest 2007-3-9
--Nice Wedding Day
Newspaper(4)
Chinese Couple Invited to Chile to Hold the
Shanghai Business Daily 2007-3-8
Surprising Wedding in Chilean Tradition
Chinese Couple Invited to Chile to Hold the
Shanghai business 2007-3
Surprising Wedding in Chilean Tradition
Chinese Couple Invited to Chile to Hold the
Surprising Wedding in Chilean Tradition—
Shanghai Times 2007-3-14
Winners of the Surprising Wedding in Chile
Revealed on Nice Wedding Day
Chinese Couple Invited to Chile to Hold the
Sky Weekly 2007-3-16
Surprising Wedding in Chilean Tradition
Page 83

84. Summary- Media Exposure
Media Report In Shanghai (After Trip)
TV(5)
Channel Young
Seafood Market & Cuisine 2007-4-6
--Style Today
Channel Young
German Town & Winery 2007-4-7
--Style Today
Channel Young
Special Program of the Surprising Wedding in Chile -1 2007-4-6
--Nice Wedding Day
Channel Young
Special Program of the Surprising Wedding in Chile -2 2007-4-13
--Nice Wedding Day
Channel Young
Special Program of the Surprising Wedding in Chile -3 2007-4-20
--Nice Wedding Day
Newspaper(3)
Dance Cueca in the Southernmost Country Shanghai Times 2007-3-28
Romance of the Home for the Blue-blooded People Shanghai Times 2007-4-11
When Chilean Salmon Loves Lemon XinMin Evening News 2007-5-10
Website(2)
To the Surprising Wedding in Chile www.sohu.com 2007-3
Chile, All Ways Surprising—A Chinese Couple’s
Wedding in Chile
www.jwb.com Page 84
2007-3

85. Media: Shanghai Times
Date: 2007.3.28
Page : 8C
Page 85

86. Media: Shanghai Times
Date: 2007.4.11
Page : B13
Page 86

87. Media: Xinmin Evening News
Date: 2007.5.10
Page 87

88. Media: www.JWB.COM.CN
Page 88

89. Wave 3
- “Chile Festival” -
Page 89

90. Chile Festival —Program Structure
PR
Supermarket Media Exposure
Event
Shopping
sing n
o
Mall Core Event
Adv portati
Event Tra Public
erti
Su ven
PR
PR
ns
bw t
E
ay
Traffic Drivers
Page 90

91. Chile Festival — Timetable
Phase 1
PR Subway Event
Supermarket April 2 - 8, 2007
Event
Taxi Advertising
Shopp
ing April 2 – End of May 2007
g
Mall
sin
Adv axi
Event erti
Su ven
Shopping Mall Event
PR
T
PR
bw t
E
ay
April 4 - 10, 2007
Phase 2
Supermarket Event
May 2007
Page 91

92. Chile Festival
Phase 1 Activities Summary
Page 92

93. Chile Festival
Phase 1.1 — Subway Event
PR
Locations:
Supermarket
Major subway stations of M1 & M2
Event
− High traffic
Shopping − Cover Key areas of the city
Mall g
Event
sin
Period:
Adv axi
erti
SuEve
PR
T
PR
bw nt
April 2 ~ 8, 2007
ay
Concept:
Leaflet Distribution & Lucky Draw
Page 93

94. Chile Festival
Phase 1.1 — Subway Event
Mechanism
Information Board & Promotion Booth
Leaflet Distribution：
introduce Chile’s image, places, people & especially Chile’s
products (wine, salmon & grape)
Introduce the activities in the supermarkets & shopping mall,
and invite people to join them
Promoters all dress in traditional Chilean dressing to
demonstrate the Chilean customs
Page 94

95. Chile Festival
Phase 1.1 — Subway Event
Mechanism
Luck Draw：
Place 3 lucky draw cases on the site. The lucky
draw cases are specially designed to represent
the 3 feature products of Chile
Those who pick the right keys to the cases will get
the surprising gifts and go to shopping mall to
get the grand prizes
Page 95

96. Chile Festival – Subway Event
Page 96

97. Chile Festival
Phase 1.2 — Taxi Advertising
Target audience:
PR Taxi passengers
Period:
Supermarket
Event April to end of May 2007
Coverage:
Shopping 1,000 Bashi taxies x 60 days
Mall g
Event
sin
Concept:
Adv axi
erti
Su ven
PR
T
Chile introduction Video
PR
bw t
E
ay
interactive game about the knowledge of Chile
information board about the shopping mall activity
The first 300 winners of the interactive game will win
the prize of a bottle of Chilean Wine & will get the
prize at the shopping mall
Page 97

98. Chile Festival
Phase 1.2 — Taxi Advertising
Mechanism
Chile Introduction Video:
play a 1 minute video to introduce Chile’s image, places, people &
especially Chile’s important products (wine, grape & salmon)
Interactive Game:
passengers touch the button on the screen to start the game and answer
the quiz about Chile
the first 300 winners who send text message to confirm the prize will win a
bottle of Chilean wine
winners will go to the shopping mall to get prizes
Information Board:
introduce the activities in the shopping mall, and invite people to join it
Page 98

99. Chile Festival Information
Board
Phase 1.2 — Taxi Advertising Chile Introduction Video
Screen Reference
Interactive Game
Information
Board
Page 99

100. Chile Festival
Phase 1.3 — Shopping Mall
PR Locations:
Supermarket Golden Avenue, Super Brand Mall
Event
Period:
Shopping April 4 ~ 10, 2007
Mall
Event g
sin
Concept:
Adv axi
erti
Su ven
PR
T
PR
bw t
E
onsite decoration & display to show Chile’s
ay
landscape & geographic features and introduce
Chilean famous products
Interactive games & prizes coupon redemption to
increase public experience & interesting of Chile
Venue: Super Brand Mall
The biggest shopping mall in Shanghai. Daily Chilean culture performance to show Chile culture
traffic is around 150,000 to 200,000. A Famous
& custom
one-stop leisure centre in Shanghai Page 100

101. Chile Festival
Phase 1.3 — Shopping Mall
3D Layout
Wine Grape Salmon Wine
Page 101

102. Chile Festival – Super Brand Mall Event
Page 102

103. Summary – Chile Festival Phase 1
1. Subway Event
Total covered 3.8 million people at 7 subway stations for 7 days
program.
2. Taxi Advertising (1 min video + Interactive game + ad)
Running Taxi advertising on 1000 Bashi taxi for 2 months covered 2.4
million people.
3. Shopping Mall Event At Super Brand Mall For 7 Days
Total influenced about 700,000 people in Super Brand Mall.
4. PR Reports Of Chile Festival Phase 1
So far, 23 PR release have been monitored. including 11 print clips, 3 TV
clips and 9 website clips.
Page 103

104. Media: Xin Wen Wu Bao
Date: 5th April 2007
Page 104

105. Media: Wan Quan
Shenghuo Shou Che
Date: 18th April 2007
Media: Oriental Morning Post
Date: 26th April 2007 Page 105

106. Media: Shuang Xiu Ri
Date: 25th April 2007
Media: Tian Zhou Kan
Date: 27th April 2007
Page 106

107. Gracias!
Page 107