Purpose and goal
with the Swedish participation
Purpose
A world expo gives a nation a unique opportunity to market itself during a longer period of time on a market considered important for the country. During the Expo in Shanghai the Swedish focus was to strengthen the image of Sweden in China and to create a platform for business collaboration between the two countries. It was also of importance not to consider the Expo as a single event, but rather as a step in a more long-term promotion of Sweden in China.
In the Committee Directive it was stated as follows:
”The purpose of a Swedish participation in Expo 2010 is to strengthen a comprehensive and positive image of Sweden abroad, to facilitate Swedish businesses’ competitiveness and creativity, and to enhance the attraction for Swedish tourism and investments, and exchange within the areas of research and culture. The participation shall reflect a large Swedish political and economical engagement within climate and environmental issues, as well as contribute to improved possibilities for Swedish companies to compete successfully on the Chinese market.”
Goals
After the purpose was set, four overall goals for the Swedish participation were decided upon:
- ”The Swedish participation in the World Expo in Shanghai shall strengthen a comprehensive and positive image of Sweden abroad”
- ”The Swedish participation in the World Expo in Shanghai shall promote the competitiveness and creativity within the Swedish business life”
- ”The Swedish participation in the World Expo in Shanghai shall strengthen the Swedish attractiveness for tourism and investments as well as for exchange within research and culture.”
- ”The Swedish participation in the World Expo in Shanghai shall reflect the Swedish engagement in issues regarding international politics and economics, and focus on climate and environment. It shall also generate better possibilities for Swedish companies to compete successfully on the Chinese market.”
On the basis of these goals, more precise goals were set, such as Customer Satisfaction Index for Partners and Sponsors as well as for exhibition visitors. Furthermore, goals were also set regarding number of visitors in the exhibition and in the conference department (VIP Section).
Target Groups
Two primary target groups were decided upon:
- Chinese decision makers within administration/politics and business life
- Young, educated urban citizens with an interest in international exchange
A secondary target group was all the Expo visitors, mainly families with children.
