2007 campaign to promote chile's new image in china

Chile New Country Image Chile New Country Image Promotion CampaignPromotion Campaign

In ChinaIn China

May 16, 2007

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

China Scene Overview

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 2005

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


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Per Capita Annual Disposable Income in Urban Residents by RegionRMB


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%

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

What’s The Perception Of Chile In Shanghai

Local Citizen’s Mind?

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%

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.”

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

Unfortunately,

They Don’t Know ChileVeryMuch

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

How To Became A Well-Known Country Brand

In Chinese People’s Mind?

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

First Of All We Need To Enhance The Global Promotion MessageWith Local Touch

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

It’s Not Only What Kind OfCountry Chile Is But Also How To Promote It That

Will Change People’s Perception

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

PlanBranding Chile

For

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 ?

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

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

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

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.

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

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 report

Business First,

Then to Be Friends

The Economy Observer:

Circulation: 600,000

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

FTA Business Opportunities of Chile Sample

China Business: Circulation: 600,000

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

After Warm-up, We Also Further Inspired The Media

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

Chinese Elite Gifting Program

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 grapes

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

Gift Pack

Key Gift Receivers List– Media（58 Journalists）

Online Quiz

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

Website – Log-in

Website – Home PageQuiz

Information about Chile

Game Rules

Prizes&

Sponsors’Introduction

Player Ranking

Website - Quiz

Website – Information about Chile

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.


Part 1 – Launch Event

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

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

Chile New Country Image Launch ReceptionSummary Result

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

1) Outstanding Creative designs

2) Quality & high standard production

3) Accurate & vivid information delivery

4) Careful & smooth execution & control

4 Key Successful Factors

Desert Santiago Night view & Ocean

Forest AndesMountains

Glacier

Big Screen

Big Screen

Big Screen

1) Outstanding Creative Designs

2) Quality & High Standard Production

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.

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

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


Part 2 – Palolo’s

Sculpture Exhibition

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

Palolo’s Sculpture ExhibitionSummary Result

Website Introduction & Promotion

Outdoor Signage Ad

Free Brochure for the Visitors

Exhibition on the Square & In Hall No.4

Total 38,000 Visitors

Summary Result

PR Exposure

For Both The Launch Reception &

Sculpture Exhibition

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

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.

Wave 2- Chile Wedding Trip &

Its Media Exposure

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)

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

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

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

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

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


Summary

Honeymoon Trip

Honeymoon Trip D3 - Puerto Montt

Visited seafood marketVisited AquaChile Salmon Farm


Summary

Honeymoon Trip Honeymoon Trip

D4- Puerto VarasVisited Vicente Pérez Rosales National Park, Petrohue

waterfallsGerman Town


Summary

Honeymoon Trip Honeymoon Trip

D5- SantiagoVisited the fruit company RIO BLANCO Had romantic dinner at a famous restaurant

D6- SantiagoBack to Shanghai


Summary

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

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

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.

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



2007-4-7Channel Young--Style TodayGerman Town & Winery

2007-4-6Channel Young--Style TodaySeafood Market & Cuisine

TV(5)

Media Report In Shanghai (After Trip)

Media: Shanghai TimesDate: 2007.3.28Page : 8C

Media: Shanghai TimesDate: 2007.4.11Page : B13

Media: Xinmin Evening NewsDate: 2007.5.10

Media: www.JWB.COM.CN

Wave 3- “Chile Festival” -

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

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

Chile FestivalPhase 1 Activities Summary

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

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

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

Chile Festival – Subway Event

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

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

Chile FestivalPhase 1.2 — Taxi Advertising

Screen Reference

Chile Introduction Video

InformationBoard

Interactive Game

InformationBoard

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

3D Layout

Chile FestivalPhase 1.3 — Shopping Mall

GrapeWine Salmon Wine

Chile Festival – Super Brand Mall Event

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.

Media: Xin Wen Wu BaoDate: 5th April 2007

Media: Wan QuanShenghuo Shou CheDate: 18th April 2007

Media: Oriental Morning PostDate: 26th April 2007

Media: Shuang Xiu RiDate: 25th April 2007

Media: Tian Zhou KanDate: 27th April 2007

Gracias!