Experience: Case Study
Promotion of Canada during the Aichi EXPO 2005
The Aichi EXPO 2005 was held from March 25 to September 25, 2005 near Nagoya, Japan. 121 countries and 4 international organizations participated, and during the 185 days there were over 22 million visitors.
Canada was one of the first countries to express their participation in the EXPO, and their theme was “Wisdom of Diversity”.
Asahi Agency conducted media relations activities to maximize exposure of the Canada Pavilion and various sponsored events with the cooperation of a partner PR agency in Canada. Major activities and events included:
Commissioner General’s tour during pre-opening period
Opening Day events
National Day events
Various cultural programs
Various business/industrial related programs
Anne of Green Gables Day
Six (diversified) Canadians’ visits to the pavilion
Asahi Agency’s PR activities managed to obtain a total of 329 print media and 89 television media exposures.
The Canada Pavilion attracted 3.25 million visitors, which was more than double of the initially estimated number of visitors.
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