Shenzhen, a young and dynamic southern city in China, staged a successful promotional campaign in Beijing in August by riding on continued interest in the Beijing Olympic Games.
The campaign, from Aug 3 to 24, proved to be one of the largest, longest, most influential and rewarding events of its kind outside Shenzhen since the beginning of this year, according to Interhoo, a non-government survey organization.
The organizer had arranged three group interviews, three urban forums, three media theme days, three key public relations activities, two marketing promotion events and more than 60 events for participants.
Located at the north side of the China Millennium Monument of Beijing, the Shenzhen exhibition has attracted journalists from 1,500 media organizations and more than 600,000 visitors. At least 50,000 copies of promotional materials have been issued in the major venues, including The Main Press Center for the Beijing Olympics, the Beijing International Media Center and hotels appointed to host visitors for the Games.
Besides showcasing to the world the city's economic miracle that has been achieved over the past 28 years, Shenzhen has invited people around the world to the energetic city to witness the grand opening of the 26th Summer Universiade in 2011.
"We hope people around the world can better understand Shenzhen, care for Shenzhen and support Shenzhen in these activities. We would like to turn the 26th Summer Universiade into the 'most wonderful, most excellent and most influential' sports event," said Liang Daoxing, vice-mayor of Shenzhen and chairman of the Executive Office of the Organizing Committee of 26th Summer Universiade.
On Aug 3, Dai Feifei, gold medalist of rhythmic gymnastics in the 21st Summer Universiade, received the accolade of "Ambassador of Shenzhen Universiade" in the opening ceremony. Meanwhile, Gao Xin and Liu Juan, gold medalists of table tennis in the 24th Summer Universiade, received the honor of "Promotion Ambassador" for Shenzhen Universiade.
On the same day, Zhang Wei and Deng Yang, volunteers from the training center of the Book City under the Shenzhen Publishing and Distribution Group, read an English letter that advocates that global youth and students serve the Universiade and that Chinese citizens speak English to be better hosts.
In a buffet reception that night, the government officials introduced preparations for the Shenzhen Universiade to journalists from home and abroad.
On Aug 7, George E. Killian, president of the International University Sports Federation (FISU), and his wife, paid a special visit to the Shenzhen exhibition. They were "very satisfied" with what Shenzhen has done to improve infrastructure and boost its development.
Killian said he believed that Shenzhen will give the most successful games in the history of the Universiade and wrote a greeting on a wall erected to collect people's best wishes for the Shenzhen Universiade.
On Aug 12 and 13, the organizer launched global sponsorship programs. The organizing committee of the Shenzhen Universiade encouraged more companies to support and share the achievements.
On Aug 24, the organizer launched the recruitment of university student volunteers from home and abroad.
Among the enthusiastic visitors, Guo Yuan, from Qinghai province, said the Shenzhen campaign left her with a deep impression.
"My son likes long-distance running. I brought him here with me. I hope he can take part in the Shenzhen Universiade or become a volunteer," Guo said.
The wall for good wishes for the event saw some of the largest crowds.
There were also delightful paintings and cartoons written on the wall.
The Shenzhen events have also been keeping student journalists busy. They came from a couple of leading universities in China, including Peking University, Tsinghua University, the Communication University of China, Beijing Normal University and China Youth University for Political Sciences.
"It is really a significant event," said Fu Rao, from the Communication University of China, noting that journalists have been assigned to cover the key events of the Shenzhen Universiade.
"I now know more about Shenzhen by participating in these events. I think it's really a dynamic city suitable for young people. I will be a graduate student in 2011 and I hope I can be in Shenzhen to cover the event at that time," Fu said.
For Fu Yuan, a graduate of Beijing Normal University, it has been a vocational goal of hers to cover the Shenzhen Universiade.
"I enjoy the atmosphere of the organizing committee of the Shenzhen Universiade. I hope I can contribute to the sporting event," she said.
Source: China Daily