2007 campaign to promote chile's new image in china
TRANSCRIPT
Chile New Country Image Chile New Country Image Promotion CampaignPromotion Campaign
In ChinaIn China
May 16, 2007
Page 1
AgendaBrief 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
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)
Source: China City Statistical Year Book 2005Page 4
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
Source: China City Statistical Year Book 2005Page 5
Population by Region
0
20
40
60
80
100
120H
enan
Shan
dong
Sich
uan
Gua
ngdo
ngJi
angs
uH
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unan
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ubei
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ngxi
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iang
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anJi
angx
iLi
aoni
ngG
uizh
ouH
eilo
ngjia
ngFu
jian
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nxi
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ngqi
ng Jilin
Gan
suN
eim
engg
uXi
njia
ng SH BJ TJH
aina
nN
ingx
iaQ
ingh
aiTi
bet
Million
Source: China City Statistical Year Book 2005Page 6
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000S
H BJ
Zhej
iang
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ng TJ
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t
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g
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an
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ei
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nan
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ning
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B
Xin
jiang
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huan
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ggu
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nxi
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an
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gxi
Sha
anxi
Anh
ui
Qin
ghai
Hei
long
jiang
Gan
su
Gui
zhou
Nin
gxia
Per Capita Annual Disposable Income in Urban Residents by RegionRMB
Source: China City Statistical Year Book 2005Page 7
Total Media Spending 2000-2006
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2000 2001 2002 2003 2004 2005 2006
TV Newspaper Magazine
+22%
+42%
+42%
+32%
+21%
Source: Nielsen Media Research
RMB: MillionMedia spending keeps growing
387Billion RMB
+22%
Page 8
3,572+ TV Stations
1,414 radio stations
1,049 Newspapers
93,889+ cinema
7,583 magazines
China Media OverviewA huge number of consumer choices
Page 9
White CollarsThey Said …(video)
63.7%
29.2%
Geography
The way you
know Chile
Percentage
Media(TV, Magazine, Internet)
Business Contact
Life experience
5.1%
2.1%
Your
impression
of Chile
No special impression 44.3%Geography(narrow, in south
hemisphere, remote) 31.1%
Soccer (Salas & Zamorano) 12.4%
Heat 3.6%
Pls. describe
Chile as a
person
Mature Male Mid-aged
Hard to say
Female Adult
An open-minded, handsome, passionate, young man
An outspoken young man full of vitality
35.2%
30.1%
19.7%
11.3%
6.2%
Do you know Chile
No
Not Much
74.1%
21.7%
Yes 3.2%
Page 11
BusinessmenThey 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
Journalists
73%Media
reports
Future
report
perspectives
Trade & business
prospects
Trade & business
conditions
27%
24%
82%
18%
79%
37%
Impression of the
Country
No idea
I know some
No impression
Geography/resources/Soccer
76%
No idea
A little
Hard to say
Good 21%
Trade & commerce 63%
Travel & business services Page 13
There Are Some
Negative VoiceAbout Latin America- “Economy Latin-Americanization”
And…
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
The
ChallengesWe 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
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
Chile, All Ways Surprising
Page 19
It’s Not Only What Kind OfCountry Chile Is But Also How To Promote It That
Will Change People’s Perception
Page 21
Media
The Public
Officials Importers
TravelAgencies
Investors
We Need To Build A Long Term Structure To Meet The Objective
This Year … And Sustain It In The Years To Come
Analysts
Page 22
Strategy
Step StepBy
HandInHand
Warm-up Wave 1 Wave 2 Wave 3
Media
Target
Consumers
Industry
Professionals
Notice Relations Knowledge Experience
Awareness Interest Experience
Influence Experience
HowToPromoteIt ?
Page 24
A Full Picture Of The CampaignDec15 06 -Jan14’07
WARM UP
Jan 15th - Feb 28th ‘07
WAVE 1
Mar 1 – Apr 07
WAVE 2
April - May 07
WAVE 3
Media
Targeted
Consumers
Industry Professiona
l
Media Interview & Special Column
Chile’s New Country Image
Launch
Surprising Trip with media reporting by TV Broadcasting &
newspaper feature articles
Phase
Target
Chile’s New Country Image
LaunchChilean product promoti
on
Palolo’s SculptureExhibition
Chile Festival
Page 25
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
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
Execution Mechanics
Beijing: Nov14th’200621st Century HeraldThe Economic ObserverChina Business
Shanghai: Nov21st’2006 China Business News
BeijingChilean Ambassador to China
Interviewer Interviewee
Shanghai Director – Chilean Commercial Office / Trade Representative to Shanghai
Page 29
The ResultAll these 4 media published big and in-depth articles of the interviews. Furthermore, these 4 articles are reshipped by otheron-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 reportPage 30
Reyes Matta, New Chilean Ambassador to China, says Huge Energy Plan in Chile Waiting for China’s Participation
21st Century Business Herald: Circulation: 498,000
Page 32
Chilean Director Commercial Office Trade Representative in Shanghai says,Chile would like to be gatewayfor China’s entry into Latin American countries
China Business News: Circulation: 428,000
Page 34
Wave 1 Jan 15 – Feb 15
Chile New Country Image Launch
I. Chinese Elite Gifting Program
II. Online Quiz
III. “ New Image Launch Media Reception”
• Part 1: Launch reception event
• Part 2: Palolo’s sculpture exhibition
To InspireThe Media
We Connected
With Them In A Surprising
Way
Page 36
Objectives & MechanicsObjectives
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 grapesPage 38
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
Target Groups
Page 39
Objectives & MechanicsObjectives
Lead media to a better understanding of Chile in an interesting wayEncourage people to participate in the quiz with attractive awards
MechanicsUpon receiving the invitation, media journalists sign up at the website with the website link , specific user name and passwordon the invitationsChoose the answers to all questionsRank the players according to who using the shortest time to finish the gameAward the top 10 players with prizes: Chilean products-- wine,
Period: Feb 7-28, 2007Target:Journalists of the key 56 media in ShanghaiParticipation Result:
The journalists of the 56 media all participated in the online quiz & had a better knowledge & understanding of Chile Page 43
Website – Home PageQuiz
Information about Chile
Game Rules
Prizes&
Sponsors’Introduction
Player RankingPage 45
Participation SummaryThe 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
Objectives & VenueObjectives
To officially announce and promote the New Chile Country Image Chile, All Ways Surprising! among the target journalistsTo deliver the key image message to the public through media
Event VenueLocation: No.4 exhibition hall, 2nf floor, Shanghai Art Museum
Event ScheduleTime: 6:30 – 9:30 pm, Feb 13, 2007
Target GroupsGovernment officials from both Chile & China Relevant industries and businesses partnersThe target journalists from Shanghai MediaOpinion leaders of local ChineseScholars Page 50
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
Key Challenges
Page 51
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 MuseumPage 53
1) Outstanding Creative designs
2) Quality & high standard production
3) Accurate & vivid information delivery
4) Careful & smooth execution & control
4 Key Successful Factors
Page 54
Desert Santiago Night view & Ocean
Forest AndesMountains
Glacier
Big Screen
Big Screen
Big Screen
1) Outstanding Creative Designs
Page 55
3) Accurate & Vivid Information DeliveryFocused 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
Opening speech by the famous TV MC Ambassador walking out of the statue Speech by Ambassador
Speech by Director of ProChile ShanghaiSpeech by the Chinese VIP Video speech by Palolo
4) Careful & Smooth Execution & Control
Page 58
Chilean Culture Dance Live band & salmon parade
4) Careful & Smooth Execution & Control
Wine parade “Penguin from Chile” Show Launch of Chile’s new country image logo
Page 59
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
Objectives & Execution Details
Page 61
PR Activities1. 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 reception3 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
Results of the PR Activities1. 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 reception7 articles were published, including 6 print clips and 1 TV clip.
3. Chile New Country Image Launch Reception PR ReportSo far, 35 articles have been monitored. including 21 print clips, 3 TV clips, 4 radio clips and 7 website clips.
Page 70
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
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
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
Summary
Page 74
TV Partner - Channel YoungThe 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 TimesThe most popular fashion and lifestyle for young and office worker newspaper with over 450,000 total circulation in Shanghai.
Summary
Page 75
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.
Summary
Page 76
Ceremony
D2 – Wedding Ceremony at Concha y Toro wineryWedding with Chilean top official Mr. Guillermo Garrido’s
witness: wedding at Concha y Toro winery close to Santiago 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 ValparaísoCity tour in Vina
Phase II-Wedding ceremony( Mar 12 - 19 )
Summary
Page 77
Honeymoon Trip
Honeymoon Trip D3 - Puerto Montt
Visited seafood marketVisited AquaChile Salmon Farm
Phase II-Wedding ceremony( Mar 12 - 19 )
Summary
Page 78
Honeymoon Trip Honeymoon Trip
D4- Puerto VarasVisited Vicente Pérez Rosales National Park, Petrohue
waterfallsGerman Town
Phase II-Wedding ceremony( Mar 12 - 19 )
Summary
Page 79
Honeymoon Trip Honeymoon Trip
D5- SantiagoVisited the fruit company RIO BLANCO Had romantic dinner at a famous restaurant
D6- SantiagoBack to Shanghai
Phase II-Wedding ceremony( Mar 12 - 19 )
Summary
Page 80
Media Reporting
4/6-
End Apr
Trip Story report
Trip Feature Release• Chilean food• Winery • Beautiful landscape
Trip report
Trip ReportChannel Young
“Nice Wedding Day美丽嫁期”
Channel Young
Style Today 今日印象
+ +•Chilean Wedding• World leading export products• Couple’s trip diary
TV Report NP Report
Page 81
1. Media report before the tripTotal 7 releases have been monitored, including 3 TV clips and 4 print
clips.
2. Media report after the trip5 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
Summary
Page 82
Summary – Media Exposure
2007-3-16Sky WeeklyChinese Couple Invited to Chile to Hold the Surprising Wedding in Chilean Tradition
2007-3-14Shanghai Times
Chinese Couple Invited to Chile to Hold the Surprising Wedding in Chilean Tradition—Winners of the Surprising Wedding in Chile Revealed on Nice Wedding Day
2007-3Shanghai businessChinese Couple Invited to Chile to Hold the Surprising Wedding in Chilean Tradition
2007-3-8Shanghai Business DailyChinese Couple Invited to Chile to Hold the Surprising Wedding in Chilean Tradition
Newspaper(4)
2007-3-9Channel Young--Nice Wedding DayContest
2007-3-2Channel Young--Nice Wedding DayChile Introduction & Candidate Recruitment
2007-2-23Channel Young--Nice Wedding DayChile Introduction & Candidate Recruitment
TV(3)
Media Report In Shanghai (Before Trip)
DateMediaHeadlineNo.
Page 83
Summary- Media Exposure
2007-3www.jwb.comChile, All Ways Surprising—A Chinese Couple’sWedding in Chile
2007-3www.sohu.comTo the Surprising Wedding in Chile
Website(2)
2007-5-10XinMin Evening NewsWhen Chilean Salmon Loves Lemon
2007-4-11Shanghai TimesRomance of the Home for the Blue-blooded People
2007-3-28Shanghai TimesDance Cueca in the Southernmost Country
Newspaper(3)
2007-4-20Channel Young--Nice Wedding DaySpecial Program of the Surprising Wedding in Chile -3
2007-4-13Channel Young--Nice Wedding DaySpecial Program of the Surprising Wedding in Chile -2
2007-4-6Channel Young--Nice Wedding DaySpecial Program of the Surprising Wedding in Chile -1
2007-4-7Channel Young--Style TodayGerman Town & Winery
2007-4-6Channel Young--Style TodaySeafood Market & Cuisine
TV(5)
Media Report In Shanghai (After Trip)
Page 84
Chile Festival —Program Structure
Core Event
Traffic Drivers
Media ExposureSupermarketEvent
Subway
Event
ShoppingMall
EventPR
PR
PR
Publ
ic
Tran
spor
tatio
n Ad
verti
sing
Page 90
Chile Festival — Timetable
Phase 1
Subway Event
April 2 - 8, 2007
Taxi Advertising
April 2 – End of May 2007
Shopping Mall Event
April 4 - 10, 2007
Phase 2
Supermarket Event
May 2007
SupermarketEvent
Taxi
Ad
verti
sing
Subway
Event
ShoppingMall
EventPR
PR
PR
Page 91
Chile Festival
Locations:
Major subway stations of M1 & M2− High traffic
− Cover Key areas of the city
Period:
April 2 ~ 8, 2007
Concept:
Leaflet Distribution & Lucky Draw
SupermarketEvent
Taxi
Ad
verti
sing
Subway
Event
ShoppingMall
EventPR
PR
PR
Phase 1.1 — Subway Event
Page 93
MechanismInformation Board & Promotion BoothLeaflet 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
Chile FestivalPhase 1.1 — Subway Event
Page 94
Chile Festival
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
Phase 1.1 — Subway Event
Page 95
Chile Festival
Target audience: Taxi passengers
Period: April to end of May 2007
Coverage:1,000 Bashi taxies x 60 days
Concept:Chile introduction Video
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
SupermarketEvent
Taxi
Ad
verti
sing
Subway
Event
ShoppingMall
EventPR
PR
PR
Phase 1.2 — Taxi Advertising
Page 97
Chile Festival
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
Phase 1.2 — Taxi Advertising
Page 98
Chile FestivalPhase 1.2 — Taxi Advertising
Screen Reference
Chile Introduction Video
InformationBoard
Interactive Game
InformationBoard
Page 99
Chile Festival
Locations:
Golden Avenue, Super Brand Mall
Period:
April 4 ~ 10, 2007
Concept:
onsite decoration & display to show Chile’s
landscape & geographic features and introduce
Chilean famous products
Interactive games & prizes coupon redemption to
increase public experience & interesting of Chile
Chilean culture performance to show Chile culture
& custom
SupermarketEvent
Taxi
Ad
verti
sing
Subway
Event
ShoppingMall
EventPR
PR
PR
Phase 1.3 — Shopping Mall
Venue: Super Brand MallThe biggest shopping mall in Shanghai. Daily
traffic is around 150,000 to 200,000. A Famous one-stop leisure centre in Shanghai Page 100
Summary – Chile Festival Phase 1
1. Subway EventTotal 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 1So far, 23 PR release have been monitored. including 11 print clips, 3 TV
clips and 9 website clips.
Page 103
Media: Wan QuanShenghuo Shou CheDate: 18th April 2007
Media: Oriental Morning PostDate: 26th April 2007 Page 105