Articles
EXPO 2010 – A once-in-a-lifetime opportunity
Article in the Finnbiz magazine
Senior Consultant Pertti Huitu has been appointed as the Commissioner General of Finland for World EXPO 2010 Shanghai. The designated team at Finpro Helsinki is ready to serve Finnish enterprises joining the project.
Preparations for the Finnish participation in EXPO 2010 are off to a good start. Official contacts with the EXPO Bureau in Shanghai are well established, and a preliminary reservation for the Finnish exposition pavilion plot has been made.
“It is yet to be decided whether we will construct our own pavilion according to the best traditions of former EXPOs or whether we will rent one. However, it is the content of the pavilion exhibition that will be the core of the show, and our message needs to be far-sighted and future-oriented,” Huitu says and assures that it is by no means too late to be active and approach the EXPO team.
“We are open to any suggestions from the business community on how to create a successful Finnish participation concept. In order to make it easier to prepare joint action plans together, part of our preparatory team will be stationed in Shanghai.”
Tailor-made packages
EXPO 2010 presents many options for Finnish enterprises, as Finnish products, technology, and services will naturally play the main role in the exhibition.“Finnish enterprises can offer their goods and services for the ongoing huge construction project of the EXPO site and its numerous facilities and services. We are also studying the possibility of opening a small restaurant or cafeteria as well as a shop selling Finnish gift articles in the Pavilion.”
Huitu points out that while the Finnish Ministry of Trade and Industry will be mainly responsible for financing the project, the participation of the private business sector in EXPO is vital for the success of Finland’s efforts.
“A natural alternative is to become a Finnish EXPO Partner, for which there are several categories depending on the size of the contribution. We can build tailor-made packages consisting of a number of activities for our partners. Concrete proposals to companies will be prepared this autumn.
“As it is a fairly complex media for marketing, EXPO requires full and long-term commitment from participating companies. In return, the exhibition offers a really unique marketing mix for all companies ready to utilize this highly visible event. Prior to EXPO, we will launch extensive media coverage of Finland in China and neighboring regions, and a special home page presenting the Finnish participation will be opened on the Internet.”
The Finnish Pavilion will be divided into two sections: an exhibition that will be open to the public for 185 days and one targeting VIP guests only.
“The VIP premises in the Pavilion will be equipped with modern meeting facilities. Partner companies and Pavilion staff can organize receptions, concerts, product displays, exhibitions, seminars, breakfast meetings, competitions, and shows, among others. The Finnish Pavilion crew – smiling, internationally minded, Chinese-speaking young Finns – can assist companies both at the exhibition and in the VIP facilities.”
Showing its very best
According to Huitu, the main theme of EXPO, “Better City – Better Life”, is an important reason for Finland’s participation.“Our small preparatory team in Helsinki has started by carefully analyzing the content of the theme and various alternatives for building up our participation concept. Finland has a good image in China, and EXPO is an effective platform to further expand the economic ties between the two countries. I am convinced that Finland will show nothing less than its very best there. Finland is a forerunner in many areas, why not also when it comes to the Finnish participation in EXPO 2010 Shanghai? I look forward to seeing you soon and wish you a successful business year.”