PR for Intercultural Projects

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PR for Intercultural ProjectsCase: Germany and China – Moving Ahead

Together


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 2010Responsible for all communications and media relations during EXPO 2010 and coordinating communication with project partners

Concept/IdeaCommunicate the German-China House as the smallest but most unique site at EXPO 2010and as a symbol for cooperation and mutual understanding


Description• The largest event series Germany had ever organized abroad • For three years, the German Ministry of Foreign Affairs together with the

Goethe Institutepresented 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 thesmallest 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


Media Events: Kids Reporters were the HighlightThe winners of the Children‘s University for “Kids Reporters“ organized by DuC and DAAD interviewed former German president Horst Köhler

Visits are OccasionsPress 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

„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 progamDiscovery Tour „See my country with my eyes“: German and Chinese journalistsgo on a research trip together and take turns reporting on each other‘s country.

„Deutschland und China – EXPO 2010


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


客户瓦尔特中国（上海），亚太地区总部

任务• 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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